With the continued popularity of staycationing in the UK, the number of campsites and holiday parks has increased dramatically to around 7,300 sites across the country. But how do you keep potential visitors engaged in your campsite or caravan park when the sun disappears?
You need to get creative - and be consistent with your engagement.
The off-peak months are the time to rebuild, repair and refurbish. However, it's also an ideal opportunity to be a little cosier with your audience and develop your relationship with your campsite and team ahead of the next busy year. Consider, too, that around one-third of holiday planners book vacations 3 -4 months ahead of time; that's a lot of potential bookings waiting to be made during off-peak months!
I regularly work with holiday parks and campsites on my travels (one of the perks of being a part-time vanlifer); here are some of the key actions I recommend to them when the last happy guest rolls away in October...
Don't underestimate the power of email marketing
During off-peak months, newsletters and mailshots keep you in your customers’ thoughts for their next in-season holiday. For this reason, your newsletter sign-up form should be prominent on all of your online platforms. Make it easy for them to invite you into their mailbox.
Lead Magnets
By offering a download that will be of value to prospective holidayers, you can increase your campsite mailing list significantly. This could be a PDF of local places to visit, or be centred around specific interests, such as hill-walking, wildlife spotting or activities for children. You can also include:
Loyalty Programs
Remember the tabloid vouchers for Butlins? The same idea can work for you. Offer exclusive discounts, rewards, or special perks to early-bird bookers or large groups. This incentivises repeat business and gives them a sense of appreciation during the off-peak season.
Competitions
Competitions are also great ways to maintain engagement. For returning customers, a photo competition with a past visit to your venue ticks several boxes: they will be more likely to leaf through pics of previous trips on the promise of a future discount, and as a further plus, these photos (with agreement) can be used to populate your social platforms and website.
Pique your prospective campsite visitors' interest in your business with insights, features, offers and fun facts. The more value your newsletters and mailshots have to your audience, the more likely the next one will be opened.
Keep posting on your social platforms!
Don't stop posting regularly during off-peak times - it's a sure way to lose momentum! If you've been posting every other day through the summer, you should still publish at least once or twice weekly through the shoulder and winter months.
Facebook: Pepper your posts with more relaxed, relatable content to focus on building that rapport through the off-peak months. And if you're struggling, brainstorm a few ideas with some mileage. Perhaps you have a mascot always being 'found' in fun places on the campsite? An on-site pet who can become a bit of a star? Or perhaps a refurb project that your audience will want to follow? Get inspiration from competitors and use your imagination; there's plenty to write about if you dig deep!
Instagram: Take photos and make engaging reels of your site over the passing seasons, with insights on what you're up to. Use imagery from the summer months, too, as a reminder of what's waiting for them when they book your campsite for next year.
Youtube: Likewise, keep your channel going through the winter. Don't have one? Make one! TikTok is also a consideration; whilst users tend to be in the younger 18-25 bracket, the number of users in older demographics is steadily rising, and this platform can be great for highlighting your brand personality.
Give your website a little TLC
Keeping your website fresh matters just as much during off-peak season; this is often when customers look ahead to sunnier days. Take a good look at your website and consider what could be improved, removed or added. Ask yourself:
Have you gone through your customer journey recently to check that your booking process is working/easy to use? Problems with your booking process reflect on your overall brand, and will lose you bookings. Check this regularly.
Do your FAQs cover the kinds of questions that people have asked over the last season? FAQs are vital - as much for visitors as for SEO. Take time to create a comprehensive list of questions customers will search for, from pitch, kitchen and laundry facilities to check-out times.
Do you have something to say about important issues, such as low carbon footprint? Campers are much more aware of sustainability and appreciate commitment towards reducing environmental impact. This could be something as small as using energy-saving devices, planet-friendly cleaning products, or a strict recycling policy.
Are your photos relevant and current? Be mindful during the peak season of any money-shot photo opportunities and use them; your imagery is what potential customers see first.
Have you proofread your content? Poorly written content or typos do your brand no favours, so ensure it's easy to read, engaging, and error-free. It's much easier to have someone else cast a fresh pair of eyes on your online content rather than try to spot your own errors. (Find out about web-content check service)
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Promote your campsite reviews and feedback
Around half of customers say they trust reviews as much as personal referrals - so if you have good feedback from those who have used your services, be sure to get it out there! This could take the form of a social post focusing on one review or a testimonial section on your website.
You can also conduct surveys to gather valuable insights from your customers. For example, what do they look for on a campsite? What kind of facilities do they expect? This will show them that their opinions matter and help you better understand their needs, strengthening customer relationships and fostering loyalty.
Give your customers something new to learn...
Everything has a science behind it - even holidaying! And by creating quality informative content related to your industry, you assure customers that you add value to your customer connection. For example, you might write a blog or two on the importance of taking a break for well-being, how nature or outdoor recreation can help reduce stress, or how some quality time together, away from the trappings of society, can help strengthen family bonds.
Considered, informative, wider interest articles don't dilute your potential but actually help to build trust in your seasonal business by showing customers that you care about them, their interests and, importantly, their wellbeing.
Build relationships with your local community
Every like and every comment helps - so don't forget those in your local community who would want to support you. If you hold one-off events, you might find that many locals will turn up! During the quieter months, support other local businesses by sharing, liking and commenting on their posts. They are more likely to return the favour when it matters most for your campsite.
Collaborate with businesses that complement your campsite
Partner with other businesses that complement your offerings. This can help you expand your reach and engage with new customers. Cross-promotions, joint events, or referral programs are effective ways to stay connected with customers and broaden your client base. Go local when you can; it's not only a wholesome way to strengthen ties with your community; using local services or products helps to promote your commitment to sustainability.
Repurpose your campsite in the Winter
Outwith your peak months, you can still draw in visitors through special offers or regular - or one-off - events if you can do so. Think of how to repurpose your venue to maximise off-season footfall and drum up online interest.
For example, if you are a campsite or caravan park with a venue or clubhouse, you might offer quiz nights, day workshops, or acoustic nights around the campfire. It needn't be the Ritz or Woodstock; with so many campsites shut in the winter, campervan and motorhome owners will appreciate having the opportunity to enjoy their tiny homes for a night or two.
Importantly, events like this also double up as engaging social posts and website content, providing you with an edge at a time of year when many campsites have fallen silent.
Another thing you can consider through the winter is facilitating special interest get-togethers. With the majority of campsites closing over winter, it becomes much harder for meetup groups to find places to stay during this time, so offering a space - even with reduced facilities/amenities - can boost your popularity amongst the campervan and motorhome community.
Keep the conversation going!
I see a huge difference between independent campsites and caravan parks that create a year-round buzz, to those who shut down their communications out of season. And it's a pity when it requires so little to keep the conversation going. Keeping your customers engaged during the colder months will help to build solid relationships ...and enable you to start your next season with a tidy block of advanced bookings.
Think it's time to boost your out-of-season engagement? Get in touch for a free chat:)
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