SCR is increasing its marketing in Germany by deepening its collaboration with the German motoring and travel organization ADAC Camping. With 21 million members, ADAC Camping plays a key role as a travel inspiration in the German market. The goal is to get more German tourists to visit Sweden and to book accommodation at Swedish campsites.
The collaboration between ADAC Camping and SCR began in 2022 and is now being expanded to include accommodation at more than 150 Swedish SCR-affiliated campsites. ADAC Camping's website for the camping market, PiNCAMP, is the largest in Germany for information, inspiration and booking of campsite accommodation. In total, around 30,000 camping pitches and 2,500 cabins are included in the range that will be bookable on the German market from March. The collaboration means that SCR will become the largest Scandinavian camping player on the German market.
-Interest in Scandinavia is growing rapidly. We also notice this at PiNCAMP, not least thanks to the marketing collaboration with SCR, web visits to Swedish campsites have almost quadrupled, and bookings have already increased by 50 percent. By expanding the collaboration, we hope for a further boost for Sweden as a camping destination, says Uwe Frers, CEO of ADAC Camping.
A strong position in the German market is important for the camping industry and for summer tourism in Sweden. During the June to August holiday period, half of all German tourist overnight stays in Sweden are at a campsite (49.7 percent, 2022). The holiday period in Germany is also slightly later than in Sweden, which is an important component in being able to increase occupancy in August and September.
-ADAC Camping's marketplace complements our own sales channel, Camping.se, with additional reach in the German market. With their strong market position, we reach even more German guests and I am sure we will see results from this in Sweden already in 2023, says Martin Juhos, Marketing Manager at SCR.
The initiative is also an important step in the industry's continued digitalization and internationalization. PiNCAMP has more than 12,000 European campsites and every year more than 6 million German tourists use PiNCAMP to plan their vacations. Camping.se is Sweden's largest website for camping accommodations and Swedish and international guests have been able to book their accommodations online here since 2006. PiNCAMP is an integrated channel in SCR's marketing hub, which is based on technology from Visit Group.
According to the press release.
