{"id":45472,"date":"2025-05-26T16:26:17","date_gmt":"2025-05-26T14:26:17","guid":{"rendered":"https:\/\/www.campingbusiness.eu\/alessandro-sgaravatti-union-lido\/"},"modified":"2025-05-26T16:36:12","modified_gmt":"2025-05-26T14:36:12","slug":"alessandro-sgaravatti-union-lido","status":"publish","type":"post","link":"https:\/\/www.campingbusiness.eu\/en\/alessandro-sgaravatti-union-lido\/","title":{"rendered":"Alessandro Sgaravatti \u2013 Union Lido"},"content":{"rendered":"

In the heart of the Cavallino-Treporti coastline, Union Lido Mare<\/strong> \u2013 the new name for the historic Union Lido \u2013 stands as one of the most iconic and award-winning open-air resorts in Europe. With a total guest capacity of 10,350, rising to 12,400<\/strong> when including the adjacent Camping Italy (under the same ownership) and the on-site hotel, this destination distinguishes itself not only for its size but for the quality of its offering and organisational excellence<\/strong>, setting benchmarks within the industry.<\/p>\n

Behind this open-air hospitality giant is a robust operation employing over 700 staff<\/strong>, 42 of whom work year-round to maintain high standards of quality, maintenance and service. The business is structured under three distinct brands<\/strong>: the main Cavallino site (Union Lido Mare<\/a>), a city-centre concept in Padua (Union Lido City<\/strong>), and soon, a new spa destination in Montegrotto Terme (Union Lido Terme<\/strong>), launching next year \u2013 all part of a coherent yet diversified growth strategy.<\/p>\n

We sat down with Alessandro Sgaravatti<\/strong>, CEO and Managing Director, a pivotal figure in shaping the vision and evolution of the group. In addition to overseeing all Union Lido operations, he is also President and founder of the Leading Campings of Europe<\/a> association.<\/p>\n

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Camping Business \u2013 Tell us a bit about the history of Union Lido Mare. You\u2019re celebrating 70 years this year. How did the project first begin?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 The original concept dates back to the early 1950s<\/strong>. At that time, my grandfather Angelo Macola<\/strong> and his business partner Ignazio Vok<\/strong> ran a company called Vok & Macola, representing brands like Steyr (tractors), Puch (motorbikes) and Daimler (bicycles). Vok, originally from what was then Yugoslavia, brought the NSU<\/strong>brand into the fold. In 1953, NSU asked our company to find a location where their employees could spend their summer holidays. My grandfather \u2013 an energetic entrepreneur and skilled property dealer \u2013 scouted several sites along the Cavallino coast and eventually purchased this one<\/strong>. He then sold part of the land to finance the development of a campsite.<\/em><\/p>\n

The first \u201corganised\u201d campsite opened in 1955<\/strong>. At the time, \u201corganised\u201d meant having a reception, hot water (a luxury back then), centralised sanitary blocks, and a food kiosk. The project was an immediate success<\/strong>, and the campsite quickly expanded. Despite the growth, the core concept hasn\u2019t changed in 70 years<\/strong>: an outdoor holiday, something that continues to grow in popularity across Europe. At Union Lido, camping has always been closely associated with tents, caravans and motorhomes \u2013 with mobile homes being added later. Today, we offer the full spectrum, from simple tent pitches to luxury hotel suites.<\/em><\/p>\n

Camping Business \u2013 Two things you said really surprised me: the strong connection with NSU and the fact that there was already a sense of \u2018luxury\u2019 even back in the 1950s…<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Yes, it was a sort of luxury \u2013 because the only alternative back then was wild camping with no services whatsoever. Here, it was different: it was structured and equipped<\/strong>. And over the years, that campsite kept evolving until we reached today\u2019s standards.<\/em><\/span><\/p>\n

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Camping Business \u2013 How did you personally become involved in managing Union Lido Mare?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 My background is in medicine. I studied to become a doctor<\/strong> and, after graduating, faced a choice: begin a five-year medical specialisation or join the family business. I opted for the latter and left medicine to focus on the company<\/strong>. That was in 1992 \u2013 more than 30 years ago now. I\u2019ve worked my way through every level of the business. Since 2017, I\u2019ve been CEO and Managing Director<\/strong>, which means I hold both legal and operational responsibility.<\/em><\/p>\n

Camping Business \u2013 Who was in charge between your grandfather and yourself?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 My mother was Managing Director from 1972 to 2017 \u2013 a span of 45 years. She\u2019s still actively involved<\/strong> and remains on the board and engaged in all major business decisions.<\/em><\/p>\n

Camping Business \u2013 Since taking the reins, what sort of direction have you tried to steer the business in?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Initially, I focused on the administrative side<\/strong>. We introduced management control systems and cost monitoring \u2013 which was quite new at the time, when Excel and computers were just becoming widespread. That eventually evolved into analytical accounting and the more sophisticated systems we use today. At the same time, I began product development<\/strong> and innovation. This included new types of mobile homes and accommodation units \u2013 including safari tents, which we introduced 15 years ago. I\u2019ve always tried to anticipate what the next guest demand might be<\/strong>, especially for those who arrive without their own equipment. We also invested in enhancing the experience for traditional campers with tents, caravans or motorhomes \u2013 especially in terms of pitch size.<\/strong> We reduced the number of pitches in favour of larger ones, thereby improving quality.<\/em><\/p>\n

We also introduced services like our premium “Leading Campings” pitches<\/strong> with private beachfront bathrooms. In 2015<\/strong>, we launched the Dog Camp<\/strong> \u2013 a dedicated dog-friendly zone. Rather than allowing pets across the entire site, we designated one specific area \u2013 recognising that not all guests are animal lovers. For 60 years, we hadn\u2019t allowed dogs at all, so we started cautiously. It\u2019s been a great success<\/strong>.<\/em><\/p>\n

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Today, we have 213 dog-friendly pitches<\/strong> with a range of services: vet, swimming school, agility courses, dog sitting, and even a dog pool. Initially, the small pool was for dogs, the medium one for children and the large one for adults \u2013 but due to demand, we swapped the small and medium pools. During the Covid-hit 2020 season<\/strong>, the Dog Camp was the only part<\/strong> of the resort that outperformed the previous year<\/strong>.<\/em><\/p>\n

Camping Business \u2013 So the innovation has largely focused on anticipating the unspoken expectations of your guests…<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Exactly. The natural evolution of that philosophy will be seen in our new Montegrotto site \u2013 Union Lido Terme<\/strong> \u2013 opening at the end of next year. It\u2019s a year-round 5-star spa resort, currently under complete renovation. Each pitch will have its own bathroom<\/strong>; some will even feature private thermal pools. There will also be a dog-friendly area<\/strong> with thermal pools for pets. A group of mobile homes will be set around a lake, each with its own thermal pool. It\u2019s a project centred on water wellness<\/strong> and year-round tourism, not just summer seaside holidays.<\/em><\/p>\n

Camping Business \u2013 I imagine running such a large and complex structure like Union Lido Mare also required significant organisational evolution…<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Absolutely. We revamped job descriptions and reorganised our HR processes. The arrival of the internet \u2013 and later, social media \u2013 changed everything. The toughest period was 2020 and 2021<\/strong>. I always tell my team: if we got through that, we can handle anything. The first death reported in Vo\u2019 Euganeo made me immediately call the banks to increase our credit lines. Between March and May 2020, we refunded over \u20ac8 million<\/strong>. But once we reopened, guests returned. We were the first campsite in Italy to reopen that year \u2013 on 6 May 2020 \u2013 with just four caravans<\/strong> on site. By 2 June, once regional travel was allowed, we had 3,600 guests<\/strong> \u2013 all from the Veneto region \u2013 and we even made announcements in Venetian dialect!<\/em><\/p>\n

Camping Business \u2013 Are there any particularly innovative projects currently underway?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Yes, we\u2019re completing a major new water park<\/strong> to replace the one built in 1989\u201390. It\u2019s been completely redesigned and themed. We\u2019ve also replaced 36 mobile homes and carried out various upgrades across the campsite. It\u2019s been a big year for investment<\/strong>, including ongoing work in Montegrotto. We currently have more than 300 workers across two sites.<\/em><\/span><\/p>\n

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Camping Business \u2013 You\u2019ve also created accommodation for staff…<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Yes, we built a new staff accommodation area using mobile homes \u2013 a major improvement over older facilities. These days, high-quality staff housing is essential<\/strong>. Today, we treat our employees as guests \u2013 and their comfort is a top priority.<\/em><\/p>\n

Camping Business \u2013 Sustainability is a hot topic across environmental, social and governance fronts. How are you addressing it?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Outdoor hospitality is naturally \u2018green\u2019 \u2013 after all, our roof is the sky and the trees. We\u2019ve planted over 30,000 trees<\/strong> here \u2013 not counting shrubs, bushes and flowers. That\u2019s a hallmark of Union Lido. On top of that, we\u2019ve significantly expanded our solar capacity<\/strong>. Our hotel now covers 65% of its energy needs via solar; the campsite around 15%. That number seems low, but due to building restrictions, we\u2019re only allowed to install panels on existing roof slopes. We also buy certified green electricity<\/strong> wherever possible.<\/em><\/p>\n

Water conservation<\/em><\/strong> is another focus: all our showers have push-button controls to minimise usage. Waste management<\/strong> is excellent \u2013 Cavallino has a recycling rate of 72%, and we\u2019re fully aligned with that. We also use electric vehicles<\/strong> for waste collection, deliveries, and even street cleaning.<\/em><\/p>\n

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Camping Business \u2013 What do you do to encourage guest loyalty?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Our guest return rate is around 52% \u2013 a remarkably consistent figure over the years. While some variation occurred due to the rise of low-cost flights, campers often own their gear, so they tend to return. We enhance this natural loyalty<\/strong> through constant reinvestment and continuous improvement. About 65% of our new guests come on the recommendation of someone who has already stayed here. We also invest in digital marketing<\/strong> \u2013 which allows precise conversion tracking \u2013 and continue to attend trade fairs<\/strong> and use traditional media<\/strong>. But the most effective strategy is always direct marketing<\/strong> to guests while they\u2019re on site.<\/em><\/p>\n

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Camping Business \u2013 How does your international guest mix compare to the local average?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 We have slightly fewer Italians and more Germans than average. In recent years, we\u2019ve seen a sharp rise in Polish guests<\/strong>, replacing some of the Danish visitors. We also have a strong Czech presence<\/strong>. Italians make-up 10% of our guests, while Germans account for 55%.<\/strong> The rest \u2013 including the Poles, Czechs and others \u2013 hover between 5% and 7% each.<\/em><\/p>\n

Camping Business \u2013 What role does technology play in managing a site like Union Lido Mare? Beyond visible tools like access wristbands?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Technology is crucial on many levels. One key example is our real-time guest feedback system<\/strong>. Through our app, guests complete surveys during their stay \u2013 allowing us to address dissatisfaction immediately. Access wristbands<\/strong>, introduced several years ago, help us manage security, entry and even access to private bathrooms on premium pitches. We\u2019ve also just implemented a new property management system<\/strong>.<\/em><\/p>\n

Camping Business \u2013 When it comes to recruiting and retaining staff \u2013 always a challenge in this industry \u2013 what\u2019s your approach beyond offering good housing?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 We do a full review of all seasonal contracts during and after the season, aiming to secure next year\u2019s team by October. We\u2019ve introduced a generous welfare system<\/strong>, which plays a key role in staff retention. We want our people to feel good about working here and to speak up if something isn\u2019t right.<\/em><\/p>\n

We pay great attention to both permanent and seasonal staff. We offer training<\/strong>, and a third-party agency conducts staff satisfaction interviews<\/strong> and psychological assessments<\/strong> to ensure their roles match their expectations and contracts. We also support basic needs \u2013 from housing to discounted meals \u2013 and ensure fair working hours and time off.<\/em><\/p>\n

Camping Business \u2013 Looking at the open-air hospitality sector more broadly, what key changes do you foresee in the coming years?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 In my view, particularly within the 4- and 5-star segment, there needs to be a renewed focus on what guests perceive as the essential elements of luxury<\/strong> in the outdoor holiday experience. I\u2019m not talking about gold-plated taps, but rather the sense of reward felt by a guest who chooses to invest their holiday budget in an open-air resort. That reward comes from things like generous pitch sizes<\/strong>, top-quality sanitary facilities, and exceptional service<\/strong>from our staff \u2013 including field supervisors, guest experience monitors, and people who truly listen and respond to our guests\u2019 needs.<\/em><\/p>\n

Another key area is food<\/em><\/strong>. In fact, for many of our guests, gastronomy is the second most important reason they choose to stay with us. We offer a diverse culinary experience through four restaurants and fourteen bars, each with its own distinct identity \u2013 something our guests really appreciate.<\/em><\/p>\n

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Camping Business \u2013 Do you manage the food outlets directly?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 No, they\u2019re operated under business lease agreements, but we maintain tight control<\/strong> over quality on two fronts. First, we monitor guest satisfaction using surveys and direct interviews.<\/strong> Second, we carry out surprise health and safety inspections<\/strong>. We work with a specialist company that conducts these checks three times a year, looking at things like HACCP compliance and other key hygiene parameters.<\/em><\/p>\n

Camping Business \u2013 How are bookings looking for this season?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 Very good \u2013 slightly ahead of last year<\/strong>, which was already a record-breaking season. So we\u2019re more than ready.<\/em><\/p>\n

Camping Business \u2013 If you had unlimited time and budget, and could reinvent Union Lido Mare from scratch, what would you change or introduce?<\/strong>
\nAlessandro Sgaravatti<\/em><\/strong> \u2013 If it were possible \u2013 and I admit this is purely hypothetical \u2013 I would acquire more land. Not to increase capacity, but to maintain our current guest numbers while offering even larger pitches<\/strong>. I\u2019d also add more private bathrooms<\/strong>, similar to what we\u2019re doing at our new Montegrotto site. It\u2019s a growing demand \u2013 especially in the post-Covid era \u2013 and I believe it\u2019s a lasting trend within the sector.<\/em><\/span><\/p>\n

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In the heart of the Cavallino-Treporti coastline, Union Lido Mare \u2013 the new name for the historic Union Lido \u2013 stands as one of the most iconic and award-winning open-air resorts in Europe. With a total guest capacity of 10,350, rising to 12,400 when including the adjacent Camping Italy (under the same ownership) and the … Continue reading Alessandro Sgaravatti \u2013 Union Lido<\/span><\/a><\/p>\n","protected":false},"author":14,"featured_media":45477,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[98,100],"tags":[2287,714,126,1413,3857,3859,3858],"class_list":["post-45472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","category-people","tag-alessandro-sgaravatti-en","tag-italia-en","tag-italy","tag-leadingcampings-of-europe-en","tag-union-lido-city-en","tag-union-lido-mare","tag-union-lido-terme-en"],"acf":[],"yoast_head":"\nAlessandro Sgaravatti \u2013 Union Lido - Camping Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.campingbusiness.eu\/en\/alessandro-sgaravatti-union-lido\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alessandro Sgaravatti \u2013 Union Lido\" \/>\n<meta property=\"og:description\" content=\"In the heart of the Cavallino-Treporti coastline, Union Lido Mare \u2013 the new name for the historic Union Lido \u2013 stands as one of the most iconic and award-winning open-air resorts in Europe. 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