Sustainability, the occupancy rate in the low season and the retention of campers. These are topics that are current issues for many campsite owners. How do you find a good strategy to deal with this as a campsite and to include it in your policy and marketing? ACSI spoke about this with Xavier Font, Professor of Sustainability Marketing at the University of Surrey and editor-in-chief of the Journal for Sustainable Tourism. As an expert in this field, he shares valuable tips.
Sustainability: the power of honest marketing
In today's society, corporate social responsibility and sustainability play an important role. These themes are also indispensable in the future of the camping sector. Font also sees this, but warns against greenwashing, pretending to be more socially responsible than the organization actually is. "People will no longer fall for that in 2023 and this will come back to you like a boomerang," Font indicates.
Honesty lasts the longest here. 'Sustainability goes further than just talking. It's about action and the key word for this is authenticity. Guests look for real and sincere efforts from companies. Of course, as a campsite owner you can embrace sustainability initiatives and include them in your marketing. But only do this with a sincere intention to create positive change.”
'Every campsite is of course unique,' Font adds a comment. 'The campsite is located in a specific environment with different possibilities and opportunities. The target group can also differ per campsite. As a campsite you must therefore individually determine which initiatives suit you best and what is feasible.'
By taking the tips into account and implementing examples like these, campsites can integrate the theme of sustainability into their business operations and communication to campers in an authentic and effective way, according to Font. 'This not only has a positive impact on the environment, but also on your reputation and customer loyalty. Embracing sustainability and strengthening it
of customer relationships is a dynamic process that requires customization and flexibility," concludes Font.
Tips on sustainability
Transparency: communicate openly and honestly about what is being done in the field of sustainability and about the results achieved. Attention should also be paid to the room for improvement that still exists.
Example: Share regular updates on the progress of the sustainability goals that have been set via newsletters, social media or the website. These goals may be in the areas of reduced energy consumption, waste reduction or other initiatives that have been taken. Show how things are going and where there are areas for improvement.
Training: Create awareness among both staff and guests regarding the sustainability initiatives at the campsite. Sharing relevant knowledge can lead to positive behavioral change. Example: Link educational activities to the children's entertainment. During the entertainment, for instance, address topics such as recycling, nature conservation, and the importance of a clean environment.
Collaboration: work together with local communities, suppliers and organizations to jointly achieve sustainability goals. This not only strengthens the effort you make in this area, but also increases the involvement of the local population.
Example: work with local artists to create works of art from recycled materials and display them on site. This shows creativity, but also emphasizes the importance of reuse. Or organize local markets on the camping site and introduce campers to the fresh local products. They not only support the local economy but also feel more connected to the community.
Camper Retention: Building Loyalty and Unique Experiences
One of the reasons for working on sustainability and making the low season more attractive is to ensure the retention of campers and to stimulate repeat visits. Font calls it camper retention. 'Of course you want your campsite to have a positive image and for campers to feel connected to this place. If this is the case, campers are also more likely to come back more often or to recommend the campsite to other campers. To achieve this, it is crucial to go beyond conventional strategies and focus on creating unique and memorable experiences for campers.”
Occupancy in the low season: playing with the seasons
A second aspect that Font often mentions is increasing the occupancy rate in the low season. Discount systems such as CampingCard ACSI are an important instrument to get campers to the campsite even outside the high season. But it doesn't end there. Campsites can do more to be attractive in the low season. Font emphasizes that different seasons also attract different types of campers.
'Low-season campers are not copies of high-season campers who only want to pay less. They often come for unique experiences that suit that specific moment.' Font illustrates this with an example that he often comes across on campsite websites. 'Sunny swimming pool photos with people in swimwear are often shown here. This unintentionally creates seasonality. The message "don't come here in October" can unintentionally arise.
It is important that the visual content on the website is tailored to the season.' Font therefore advises to regularly adjust the photos. 'In an ideal situation, the campsite can be compared to a garden. If you want to enjoy this at any time of the year, plant flowers that bloom at different times of the year. So there is always something beautiful to see.'
Here too, every campsite is unique and must decide for itself what best suits the situation. 'Experiment with this too,' Font advises. 'The low season is ideally suited for this. You also learn a lot by experimenting. See the low season as an opportunity to utilize the character and versatility of the campsite. Facilitate what your guests can do, see, experience and feel on site.' The goal is therefore not only to increase the occupancy rate. "You also increase the involvement and loyalty of your guests, regardless of the season," Font concludes.
Tips on increasing the occupancy rate in the low season
Special discounts: this is a classic that still works. Attractive discounts can encourage campers to book outside of busy periods. CampingCard ACSI is one of the most popular discount systems among both campers and campsites.
Packages: Packages can be developed that cater to the interests of campers. The low season is a perfect time for this. The surrounding area is less crowded, and there may be more time at the campsite to organize this. Consider, for example, special cycling or walking holidays, wellness packages, or offering local culinary experiences. Combine the package with services such as transport, meals, activities, and entertainment to enhance the overall experience for campers.
Enriching activities: this point is an extension of the packages. Campsites can organize workshops, lectures, or tours that highlight the culture and nature of the region. This can encourage guests to visit outside the peak season and enjoy unique experiences that are only possible at that time. Examples include seasonal challenges, such as searching for specific flowers or making snow angels with autumn leaves. These activities not only provide fun but also evoke emotions in guests. Winter, for example, has a different atmosphere than summer; this offers the opportunity to engage in activities that are not possible in the summer. While summer days fly by, guests can enjoy small pleasures in winter, such as reading quietly by a fireplace for two hours with a delicious cup of coffee. It is a challenge for campsite owners to adapt their photography and communication to reflect this change.
Tips on camper retention and loyalty
Loyalty programs: Developing programs that offer exclusive benefits to returning guests can be an effective approach. Examples include special rates, free upgrades, or exclusive access to specific facilities. For instance, reward the most loyal guests with the opportunity to invite another couple. This attracts potential new loyal campers. Alternatively, offer an extended stay as a token of appreciation for campers who visit the campsite most frequently.
Personal approach: strong relationships can be built by showing genuine interest in the individual needs of guests. Send loyal guests a surprise for their birthday or anniversary. Or go out and actively collect feedback yourself to take the campsite to the next level. In this way, campers feel special and appreciated.
Inclusivity and diversity: look beyond stereotypes and encourage welcoming camping guests with different backgrounds. For example, ensure that the campsite is easily accessible to people with disabilities and promote equality and diversity. Make everyone feel welcome at the campsite. This is not only ethically responsible but also offers business opportunities. More and more companies focusing on diversity are experiencing significant growth.
Unique experiences: Creating unique experiences also plays an important role in achieving camper retention. It is precisely these experiences that make people decide to return or to give positive advice to friends, acquaintances and fellow campers. Organizing theme nights, outdoor adventures or local cultural events can therefore be absolutely worthwhile. Also communicate about this and let campers know what they can expect. Also the
offering possible discount vouchers for activities during a subsequent visit can increase the involvement of campers.
Author: Dr. Xavier Font is a professor at the University of Surrey and an expert in sustainability marketing and customer experience. He is one of the most published experts on sustainable tourism and has advised on the subject to several European Commissions, VisitEngland, Fáilte Ireland, the World Wildlife Fund and the Travel Foundation, among others.
With thanks to: Acsi.eu
This article previously appeared in the ACSI Handelsblad – a B2B newspaper for camping entrepreneurs