Keycamp is targeting families with pre-school age children and couples to fill campsites during the shoulder seasons as it aims for a 40% growth in volumes next year.
The camping and mobile homes operator, which said sales had “exceeded expectations” for 2006, still enjoys most of its bookings during the peak summer period. It carries around 170,000 passengers out of the UK and is market leader in the camping sector with a 30% market share.
Managing director Robin Parry said factors including a clampdown on school-age children holidaying during term time meant the operator had to work harder to attract non-core customers for 2007.
During 2006 school-age families made up approximately 75% of sales, compared with 90% in 2005. Parry is targeting a 60%-40% mix within two to three years.
As a result, the operator is highlighting 15 toddler-friendly sites in its second-edition 2007 brochure and has introduced ‘mini fun stations’ – kids clubs with entertainment.
To increase sales to couples Keycamp has introduced non-escorted tours, such as a chateau and wine tour of the Loire Valley, with accommodation in two sites and an itinerary guide of where to visit. A seven-night package leads in at £235 in May, including a Dover-Calais ferry crossing.
Meanwhile, the operator has introduced destinations including the Algarve and western Portugal, southern Spain and Slovenia for 2007.