TourMaG – How is the 2026 season unfolding for European Camping Group (ECG) ?
Sébastien Manceau : The season is generally going quite well, but it is marked by significant uncertainty. This uncertainty seems mainly linked to the situation in Iran, with a double effect. On one hand, it pushes part of our customers to stay closer to home and thus favor Europe, which could be favorable for us. On the other hand, there is pressure on fuel prices, on inflation, and above all a fear of a renewed inflation, which makes consumers very cautious.
Today, the early season is good: the May weekends are performing very well, Ascension was full and Pentecost looks promising as well. By contrast, the peak season remains more uncertain. We are a bit behind last year. For the last two or three months, we have mainly observed that it is the coming weeks that are filling up.
There is therefore a scenario where the season will be very good if bookings accelerate in the coming weeks. And another scenario, less dynamic but not disastrous either. The real question is about July-August.
Sébastien Manceau : The season is generally going quite well, but it is marked by significant uncertainty. This uncertainty seems mainly linked to the situation in Iran, with a double effect. On one hand, it pushes part of our customers to stay closer to home and thus favor Europe, which could be favorable for us. On the other hand, there is pressure on fuel prices, on inflation, and above all a fear of a renewed inflation, which makes consumers very cautious.
Today, the early season is good: the May weekends are performing very well, Ascension was full and Pentecost looks promising as well. By contrast, the peak season remains more uncertain. We are a bit behind last year. For the last two or three months, we have mainly observed that it is the coming weeks that are filling up.
There is therefore a scenario where the season will be very good if bookings accelerate in the coming weeks. And another scenario, less dynamic but not disastrous either. The real question is about July-August.
The season marked by strong uncertainty
TourMaG – Does the post-season offer more visibility?
Sébastien Manceau : Yes, September is very good. We have a sizable German clientele, representing between 12% and 15% of the group’s customers, and this clientele books a lot for September.
Moreover, every year September advances. July tends to be tougher while September becomes excellent. The uncertainty really concerns August.
But we are moderately worried: customers want to go on vacation and we still have good stock, with nice mobile homes on beautiful campsites. The question will mainly be about price, in a context where purchasing power remains under pressure.
TourMaG – Do behaviors differ according to European markets?
Sébastien Manceau : We are observing broadly the same attitude across countries. In recent weeks, German customers are performing particularly well, as are British customers. By contrast, French customers have been somewhat weaker for about a month and a half to two months.
On destinations, France was fairly ahead but is now lagging a little, mainly because it depends heavily on French clients. Italy, which was lagging, is performing very well again. Spain has been doing well for several years.
Croatia, which was very dynamic a few years ago, is cooling a bit since joining the euro, with price increases pushing some clients to make different choices.
Sébastien Manceau : Yes, September is very good. We have a sizable German clientele, representing between 12% and 15% of the group’s customers, and this clientele books a lot for September.
Moreover, every year September advances. July tends to be tougher while September becomes excellent. The uncertainty really concerns August.
But we are moderately worried: customers want to go on vacation and we still have good stock, with nice mobile homes on beautiful campsites. The question will mainly be about price, in a context where purchasing power remains under pressure.
TourMaG – Do behaviors differ according to European markets?
Sébastien Manceau : We are observing broadly the same attitude across countries. In recent weeks, German customers are performing particularly well, as are British customers. By contrast, French customers have been somewhat weaker for about a month and a half to two months.
On destinations, France was fairly ahead but is now lagging a little, mainly because it depends heavily on French clients. Italy, which was lagging, is performing very well again. Spain has been doing well for several years.
Croatia, which was very dynamic a few years ago, is cooling a bit since joining the euro, with price increases pushing some clients to make different choices.
TourMaG – Can the move upmarket in camping become a brake in an inflationary context?
Sébastien Manceau : We do not think so. On the contrary, inflation makes camping proportionally more attractive than other types of accommodation such as holiday residences or vacation clubs.
At ECG, we mainly cover segments 3 to 5 stars, with a very strong presence in 4- and 5-star. What we observe is that 4- and 5-star campsites are gaining market share every year, both over other campsites and over other types of accommodation.
I’m talking more about moving up in comfort than about moving up in prestige. Clients want more space, bigger mobile homes, higher-quality infrastructures. This is an evolution that we see across tourism for decades.
Sébastien Manceau : We do not think so. On the contrary, inflation makes camping proportionally more attractive than other types of accommodation such as holiday residences or vacation clubs.
At ECG, we mainly cover segments 3 to 5 stars, with a very strong presence in 4- and 5-star. What we observe is that 4- and 5-star campsites are gaining market share every year, both over other campsites and over other types of accommodation.
I’m talking more about moving up in comfort than about moving up in prestige. Clients want more space, bigger mobile homes, higher-quality infrastructures. This is an evolution that we see across tourism for decades.
Consolidation: “Southern Europe is a priority”
TourMaG – You acquired the Spanish group Alannia in 2025. Is Spain a safe bet?
Sébastien Manceau : Spain is indeed a safe bet. Our aim is to consolidate our position as the only truly pan-European camping operator.
We were already present in Spain with around forty destinations, but we wanted to strengthen. Alannia comprises five campsites and 2,700 pitches, with very high-quality products located near Alicante, not on the Costa Brava as many players do.
These are year-round campsites, with a management team that has demonstrated real know-how. The idea is clearly to continue our development in Spain.
TourMaG – What are now your priority target markets?
Sébastien Manceau : Southern Europe is a priority. We want to continue to grow in Spain and Italy, even though we remain open to other opportunities.
The market remains extremely fragmented. In France, there are still about 7,400 campsites and only about a thousand belong to groups. There are therefore many consolidation opportunities.
Sébastien Manceau : Spain is indeed a safe bet. Our aim is to consolidate our position as the only truly pan-European camping operator.
We were already present in Spain with around forty destinations, but we wanted to strengthen. Alannia comprises five campsites and 2,700 pitches, with very high-quality products located near Alicante, not on the Costa Brava as many players do.
These are year-round campsites, with a management team that has demonstrated real know-how. The idea is clearly to continue our development in Spain.
TourMaG – What are now your priority target markets?
Sébastien Manceau : Southern Europe is a priority. We want to continue to grow in Spain and Italy, even though we remain open to other opportunities.
The market remains extremely fragmented. In France, there are still about 7,400 campsites and only about a thousand belong to groups. There are therefore many consolidation opportunities.
“Our objective is to carry out between five and ten acquisitions per year”
TourMaG – Growth mainly through acquisitions?
Sébastien Manceau : Greenfield growth is virtually impossible, especially in France. I would be unable to name more than two or three new campsites created in the last ten years.
There are therefore two levers left: acquisitions and organic growth. Last year, we completed 13 acquisitions, including five via Alannia. This year, we are already at five, soon to be six.
Our objective is to execute between five and ten acquisitions per year. And at the same time, we continue to invest heavily in our existing portfolio.
TourMaG – What does direct distribution represent for your group?
Sébastien Manceau : Direct sales account for more than 90% of our activity, precisely 91%. Intermediaries represent only 9%, mainly specialists like Camping.com or Maeva.
We also use Booking.com marginally, for example for atypical products or certain clienteles we reach less easily.
The rest is distributed via our websites, our call centers, the CSE, and our own OTA. Mastering this distribution is extremely important to us.
Sébastien Manceau : Greenfield growth is virtually impossible, especially in France. I would be unable to name more than two or three new campsites created in the last ten years.
There are therefore two levers left: acquisitions and organic growth. Last year, we completed 13 acquisitions, including five via Alannia. This year, we are already at five, soon to be six.
Our objective is to execute between five and ten acquisitions per year. And at the same time, we continue to invest heavily in our existing portfolio.
TourMaG – What does direct distribution represent for your group?
Sébastien Manceau : Direct sales account for more than 90% of our activity, precisely 91%. Intermediaries represent only 9%, mainly specialists like Camping.com or Maeva.
We also use Booking.com marginally, for example for atypical products or certain clienteles we reach less easily.
The rest is distributed via our websites, our call centers, the CSE, and our own OTA. Mastering this distribution is extremely important to us.
Publié par Céline Eymery Rédactrice en Chef – TourMaG.com Voir tous les articles de Céline Eymery
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