Trend Spotter Nr.8
Spending your holiday sleeping in a tent or in a farmer’s shed started in the early sixties of the latest century. Since then, lots of things have changed. You couldn’t speak about a decent campsite because everything you could imagine was missing there. My first holiday was at a country farm which is now called Camping Roompot. The only attraction we had during that holiday was going to the beach. I have a lot of respect for my parents, who took us for two whole weeks to the beach, with my nine brothers and sisters! The camp feeling is still there but many things have changed. We now have different accommodations like Glamping, chalets, bungalows, apartments and the latest trend Tiny Houses. Many campsites invest in more services by offering a dishwasher and breakfast services. Next to al the newest developments in accommodations, they increased their attractiveness with activities. It started successively with miniature golf, tennis courses and a petting zoo. Today they invest in serious attractions like a Family Entertainment Center, Climbing Adventures or Waterparks.
The earning model is turned upside down
In the beginning, owners from campsites and holiday parks made money with the percentage of the occupation during the summer. The only income they had was from the campsite itself and nothing more. Not much later they saw possibilities to add some chalets instead of a tent area. So, they made a lot of money by serving a place for a caravan or chalet all year round. The average annual fee was about € 2000,-. This made money making very easy! But now the same campsites have a big problem because everything the consumers want nowadays is missing at their property. After so many years that same campsite still gets his annual fee and that’s all. Guests who like to have more services and fun disappeared from their site and now there are a lot of campsites who are struggling to survive. The same is happening at holiday resorts where they didn’t focussed on tourists. The holiday park became a residential place.
Fun Shopping has become a serious tourist activity
Research on consumer behaviour on vacation shows we know that hiking has the number one position. Fun Shopping has become second, one place before biking. So, campsites and holiday parks who did not invested in sport- activities, life entertainment, indoor attractions and restaurants and supermarkets are losing a lot of money. Have you heard of the Average Daily Rate? Which means the consumers money spent per day. The latest consumer Trends are the so called ‘lucky moments of the day’ like a breakfast, lunch and dinner. In the past, campsites and holiday parks had to invest in attractions and activities, and now they must focus on Food & Beverage? I know a Holiday resort that has a turnover from at least € 10.000,- in their retail shop on a normal day. After Liverpool and Dubai, the first campsite in the Netherland has invested in a Mattel Play; an ABC Food court with 1050 tables! There is a real Bob the Builder Indoor attraction and as I mentioned, a food court to handle 1050 guest. We, Pleisureworld work as a consultant for this new FEC Sevenum in the Netherlands. What have you learned from this BLOG? Campsites and Holiday Resorts earn more money when they add more activities, Fun Shopping and Food and Beverages to their basics. The latest developments are hotel additions at campsites. Seniors is the newest protentional target group for this new luxury accommodation.
Hans van Leeuwen, Trendwatcher & Consultant