Homair, the outdoor hospitality specialist, is clearly stating its ambitions for the coming years. The brand, part of the European Camping Group (ECG), intends to pursue a controlled growth trajectory, aiming for between five and ten new campsites each year. This strategy is based on selectivity, moving upmarket, and European expansion.
Summary
A milestone reached in the French market
According to the trade press, Homair recorded significant growth in its business in 2025. More than one million French people chose the brand for their holidays, representing approximately 250,000 families. This momentum confirms the strategic importance of the French market, which now accounts for nearly half of the group's overall business.
At this stage, Homair operates 115 campsites of its own and relies on a network of approximately 350 partner establishments. Over the past twelve months, sixteen new sites have joined the portfolio, including several independent campsites as well as a group of establishments in Spain, illustrating the acceleration of international development.
Deliberately controlled growth
The group's strategy is based on targeted expansion rather than a volume-driven approach. Homair prioritizes sites that can be sustainably integrated into its model, both in terms of infrastructure quality and visitor potential. This approach aims to maintain the coherence of its offering while ensuring strong financial performance.
The diversity of European clientele is also a key lever. By combining the French, Dutch, British, and German markets, Homair optimizes its occupancy rates throughout the season and limits its dependence on a single source market.
Brand streamlining and improved product clarity
In France, 2025 marked a pivotal moment with the rationalization of the group's brands. The Marvilla Parks and Tohapi brands were consolidated under the Homair banner, in an effort to simplify the product offering and clarify the brand positioning for customers.
This choice aims to strengthen the brand identity in an increasingly competitive market, while improving the customer experience and the clarity of the product ranges offered.
Diversification as a complementary driver
Among the areas of development, event management is playing an increasingly important role. Recently launched, Homair Events is experiencing rapid revenue growth. It allows the company to capture new off-season use cases, particularly in the seminar and corporate event segments.
This diversification is accompanied by product innovations designed to broaden customer profiles, with hybrid concepts combining comfort, flexibility and experience, in order to meet the expectations of both traditional holidaymakers and new audiences.
A strengthened environmental commitment
Alongside its growth, Homair is continuing its commitment to sustainability. The group aims for eco-labeling of all its directly operated campsites, with specific targets for monitoring water and energy consumption per pitch.
This approach is part of a desire to reduce the environmental footprint of the network, while meeting the growing expectations of customers and local communities.
Spain, the engine of European expansion
Internationally, Spain has emerged as a key development priority. The country offers significant potential, both for French customers and for the Northern European markets. Homair now operates several of its own establishments there and intends to continue this momentum in the coming years.
Through this balanced strategy, Homair confirms its commitment to sustainable growth, based on the quality of its offering, innovation and its European roots.
Sources
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