Eurocamp and Al Fresco will be retained as separate, competing brands despite becoming sister operators under French parent Homair Vacances.
Eurocamp, the mobile home and tent specialist, was sold last week for £89.2 million by Holidaybreak to Homair, which bought Al Fresco from Tui Travel in 2011.
Despite operating as rivals, Eurocamp and Al Fresco are confident they can both benefit from the deal and attract a different customer base through the trade. Both want to increase agent sales.
Eurocamp managing director Steve Whitfield said: “Our brands will be kept separate; there is no indication they will be brought together.”
Eurocamp is keen to attract more holidaymakers unfamiliar with the camping concept. Whitfield said: “If agents are in a position to send customers our way we will welcome them with open arms.
“Our challenge is to open customers’ eyes and the trade is an important distribution channel.”
Al Fresco managing director Nick Riggs added: “The Al Fresco and Eurocamp brands will be reinforced. They represent slightly different things to consumers. Al Fresco is specialist, and has a smaller programme. Eurocamp is the ‘go to’ brand and offers more ancillaries such as children’s clubs.”
Eurocamp has 170 campsites in Europe, while Al Fresco has 68 European sites. Eurocamp has sold through UK agents since dropping its Keycamp Holidays brand last year, with about 5% of overall sales coming via the trade.
Al Fresco has sought to increase sales through independent agents after dropping the Thomson name from branding last year. About 20% of sales are through the trade.
The companies will spend the next “couple of months” identifying opportunities while awaiting approval from UK competition regulators.