Almost every campsite operator is active on social media: not only with advertising, but also in real dialogue with guests. Events, news, current impressions of the campsite – Instagram, Facebook & Co. are important tools for staying close to guests at any time of year. Many guests ‘like’ or share interesting posts in their networks. Comments and digital discussions show that users are interested in the campsite.
The campsite can use feedback from critical guests to improve. If customers complain on the campsite’s social media channels, the campsite operator can respond. In the case of credible complaints, dissatisfied guests should be asked to get in touch in person or by email to resolve the matter. This avoids public discussions with a negative flavour. In addition, other users can see that the campsite takes complaints seriously.
Social media – important for campers when choosing a holiday
The Focus Caravaning Study 2024 found that 33% of all campers who find out about camping online use social media, blogs and forums. The study also shows which channels are currently being used in particular: of the campers who obtain information via social media, 67% use Instagram, 66% YouTube, 47% Facebook and 25% TikTok.
What happens outside of your own social media channels?
What do guests (or those who have been or want to be guests) say about your campsite on other social media sites? What is viewed positively or critically? Are there any trends or topics that are important to guests that affect the campsite? Which target groups are interested in the campsite? What do users write about the competition?
To find this out, entrepreneurs do what they do well in direct contact with guests – listen. In the digital public sphere, this becomes ‘social listening’.
You need little time and hardly any budget for this
Facebook groups on camping topics are a not-too-commercial field for digital listening. Facebook is far from obsolete in this area. The serious groups are usually moderated by real camping fans. Especially in closed groups, camping holidaymakers discuss and exchange tips. Campers ask others for recommendations or report on campsites they have visited.
Find out what really moves campers in the groups – tips for social listening:
- Recognise the rules:
Many Facebook camping groups have rules that users must click to accept when applying to join. These include bans on belittling, discrimination and fake news. Many groups also prohibit (hidden) advertising. In addition, new members are often asked to explain why they want to join the group. - Openly and honestly:
If the group moderator allows you to join: Openly join the group as a campsite. However, if you are accepted, only make factual comments, not too promotional and not too often. - From the guest’s point of view:
Alternatively or additionally, become a passive member of the group with your private account. This will give you an authentic insight into what really moves guests and what is being discussed about your campsite and other campsites. - No advertising:
Whether you have a campsite or private account: Avoid hidden advertising or concerted ‘praise’ of your campsite by others. This thwarts the purpose of these discussion forums. It is also often recognised. This can lead to negative user feedback or to being kicked out by the group moderator. You should also be careful when posting links: Do you want to draw attention to your campsite? Check whether your post has added value for the users. Agree with the group moderators whether you are allowed to post a link.
Which Facebook group is interesting for me?
Our team of German social media experts has looked at important camping groups with many members for you. Here you will find a selection (without guarantee). You do not need to become a member of all groups. Some are aimed at target groups such as campers with dogs or families with children. Simply take a look at several groups. Search for your pitch in search engines and in the group.
You will quickly recognise which groups provide you with valuable information:
| Group | Link | Members (10/2024) |
|---|---|---|
| Top-Campingplätze | https://www.facebook.com/groups/topcampingplaetze | 225.300 |
| Camping, Wohnwagen, Wohnmobile und Campingplätze | https://www.facebook.com/groups/211325879046285 | 132.700 |
| Camping am Wasser | https://www.facebook.com/groups/campingamwasser | 100.000 |
| Reiseziele mit dem Wohnmobil oder Wohnwagen | https://www.facebook.com/groups/271815533539937/ | 66.100 |
| Kinderfreundliche Campingplätze | https://www.facebook.com/groups/297411023802400 | 61.500 |
| Campingplätze stellen sich vor | https://www.facebook.com/groups/685203004896211 | 60.400 |
| Kleine und feine Campingplätze (bis 150 Stellplätze) | https://www.facebook.com/groups/kleineplaetze/ | 51.600 |
| Camping – aus & mit Leidenschaft | https://www.facebook.com/groups/Cauml/ | 50.300 |
| Campingeltern | https://www.facebook.com/groups/campingeltern | 46.400 |
| Campen mit Kindern | https://www.facebook.com/groups/1861986437451494 | 34.300 |
| Norddeutsche Camper | https://www.facebook.com/groups/572212040883025 | 24.550 |
| Campingplätze mit Hundeerlaubnis stellen sich vor | https://www.facebook.com/groups/333579296845931 | 22.000 |
Last but not least, be sure to follow camping portals like us – PiNCAMP – to read feedback from campers and get inspiration. Follow us on Facebook, YouTube or Instagram.
We also recommend looking at smaller groups that specialise in your region or a specific topic. Two examples with over 26,000 members each are the Facebook groups Sweden by motorhome and Camping in Croatia.
Avoid the ‘individual case trap’ by analysing
If a user in a group criticises an aspect of your campsite, you don’t always have to take action immediately. Think of it like a conversation with a guest at your campsite – as inspiration. Research whether there are more guests who share the opinion of the criticising guest. This will quickly tell you how relevant the feedback is for your campsite, for demand and for overall guest satisfaction.
If you want to find out more, use industry portals or specialised software
Our social media and user research professionals constantly monitor digital feedback from campers. They research and summarise what is going on in the camping community and what could be important for campsite operators. Take advantage of these targeted analyses and news by becoming a member of our business forum for camping entrepreneurs on Facebook or following us on LinkedIn.
You can also use software tools to monitor the camping scene: What is being said about your campsite (and competitors or trending topics) on the web and social media? If you already use a tool to manage your social media channels, such as Hootsuite or HubSpot, you can use their analyses. Alternatives are easy-to-use analysis tools such as Social Mention or Meltwater.
Whether on Instagram, Facebook, TikTok, YouTube or others: With analyses that cover several social media channels, you can also quickly find out which channels are currently ‘in’ with your guests.
