How Can Campsites Better Reach the Vanlife Target Group? Interview with Expert Peter Draeger – Part 2

Vanlifers, owners or renters of campervans, often head to public motorhome pitches. These are frequently operated by municipalities and compete with privately run campsites through low prices. The 24/7 access also makes motorhome pitches attractive to vanlifers.

In the first part of the interview, we learned exciting insights from Peter Draeger of Vans & Friends about the vanlifer target group, their motives, and their resilience. Here in Part 2, Peter reveals how campsites can attract more vanlifers as guests.

PiNCAMP: In the “DirkTalk” podcast about the future of camping, you discuss the shortage of available pitches in the coming years. You highlight private pitches (micro-camping) as a solution and growing area. What can campsites do to benefit from the high demand for pitches – including those in “B-locations” looking to improve their occupancy?

Peter Draeger: I wouldn’t call myself an expert here. There are excellent concepts and consultants for that. Nevertheless, I’d like to mention a few points: Many vanlifers, as well as motorhome drivers, are very mobile. They often change locations and continue their road trip every 2–3 days at the latest. This means: the offer must be made as flexibly available as possible – easy information about availability, direct, simple booking, and pitches that are accessible as continuously as possible.

A barrier is often one hurdle too many. You don’t have to eliminate it. But a few attractive pitches in front of the barrier help. If I then offer a clean, orderly infrastructure, everything fits. You don’t always have to keep everything open. Not every reception has to be reachable until 10 p.m. But a check-in must still be possible. Offering a safe, comfortable place for the night – that’s what it’s all about in the end.

PiNCAMP: How do these campsites manage to get customers to stay longer – and not just come briefly for laundry or supply/disposal?

Peter Draeger: That depends on whether the guests have the time flexibility to stay or if they have to follow their travel plan. Are they working on the go? Maybe even living in the van? In any case, an environment that welcomes vanlifers contributes to them staying longer: areas with high quality of stay, possibly also retreats for mobile working. Food and drink are always a trigger. If I don’t have a gastronomic offer, I can still provide a cozy opportunity for cooking. These are all on-site points. Equally important are offers and information about the surroundings, the city, the village, or the nearby lake. In the end, it’s experiences and stories that vanlifers and almost all vacationers are looking for. The more, the better – then they’ll stay longer.

PiNCAMP: Many campervan vacationers want to be as self-sufficient as possible. Are there still opportunities to excite them for campsite gastronomy and other revenue-generating services?

Peter Draeger: I think it’s a prejudice or misjudgment that vanlifers don’t consume on-site. Sure, those who have been on the road in the van for a long time won’t go to a restaurant every day. But if I offer a good product, an attractive service, the vanlifer is also happy to spend money on-site. Quality is important, a certain individuality, and uniqueness of the product. In the end, you’re competing with the day before and the day after! Because they might already be somewhere else.

PiNCAMP: How can vanlifers be motivated to book pitches in advance? What role does online bookability play?

Peter Draeger: A big one! With online bookability, vanlifers can quickly see if something is available. In vanlife, the dream spot at sunset is often shown. The reality is more often a sometimes hours-long search for a pitch. If I provide good information, realistic pictures, availability, and bookability online – then I’ve won. Then it’s more about making my campsite known and findable online.

PiNCAMP: Last but not least: What would make you and your family stay longer at a campsite with your campervan?

Peter Draeger: Simply having a good time. One of our best memories is of a vacation when the kids were about 10 to 13 years old. Imagine: with a caravan, a van as a towing vehicle, and a car for getting around locally. And that for 4 weeks at Lake Garda. On one site, on one pitch. If the environment fits, we have the time, and feel really comfortable, we become positively phlegmatic. That is, well-rested!

PiNCAMP: Peter, thank you very much for the conversation and the exciting answers!