Independent
campsite owners
Who are your campsite
(and website) visitors?
Who are your typical campsite guests and what are they looking for when deciding where to stay?
If you’re an independent campsite owner, you probably know the types of guests you attract, but how much thought do you give to the information and content they need when deciding where to stay?
Here I outline 3 typical visitors to your campsite - the retired vacationers, family adventurers and nomadic lifers. I can also share their goals, priorities, tasks, pain points and research methods.
Depending on the type of campsite you run, some of these will be more familiar than others, or you might choose to appeal to one of these groups more than others.
Use these profiles to think about your website and social media content and ensure you’re giving people the information they need to make their next booking with you. Or you can speak to me about doing that for you.
1. Retired Vacationers
“The Comfortable Explorer”
(Retired comfort-seekers with time on their side)
They’re rarely chasing “hidden gems” - they want proven spots that won’t surprise them in bad ways.
Snapshot
Age range: 60–75
Travel style: Unhurried, often weekday holidays, avoiding school holidays, have a handful of “favourite” locations
Booking pattern: Likely to book ahead or at short notice when the forecast is good
Set-up: Caravan or motorhome
Mindset: “We’ve earned this - let’s do it properly.”
2. Family Adventurers
“The Memory Makers”
(Parents + kids, school holidays, memory-makers)
They’re optimising for happy kids = relaxed parents.
Snapshot
Age range: Parents, 30–50 / Kids, 3–16
Travel style: Longer breaks in school holidays and weekend breaks
Booking pattern: Book ahead for school holidays but impromptu weekends. Also seasonal or semi-seasonal options.
Set-up: Caravan (with awning), family-sized tent, glamping options
Mindset: “If the kids are happy, it’s a win.”
3: Nomadic Lifers
“The Flexible Dweller”
(Full-time or near-full-time van dwellers, remote workers, long-term roamers)
They’re not on holiday - this is just life on the road.
Snapshot
Age range: 25–65
Travel style: Full-time or semi-permanent, willing to travel far and wide
Booking pattern: Long term stays or late availability
Set-up: Campervan, motorhome, minimalist caravan
Mindset: “This isn’t a trip - it’s life.”
How I can help you reach them…
If these sound like your typical guests and you think your website might need a bit of a refresh, I can help.
Download the detailed personas, take a look at my services, or contact me to discuss your challenges.
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Review of website content
1:1 consultation to discuss challenges and requirements
Content update for 3-4 key pages based on existing content
Highlight key information and calls to action
Image update (where available)
Within existing content management system
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As with the website review and refresh, PLUS:
Review of social channels (Instagram, Facebook)
Check and update bios, profile images, highlights, pinned content etc
Recommended content plan
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2-3 posts per week (12 posts per month)
Caption writing & scheduling
One round of revisions per post
Platforms: Instagram & Facebook
Basic engagement (responding to comments)
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Review of existing website and social media
1:1 consultation to discuss challenges and requirements
Website structure (i.e. pages required)
Content creation based on content from your existing website (up to maximum of 10)
Images supplied by you
New website created in easy-to-use CMS (Squarespace)*
*Additional costs for domain and Squarespace Subscription may apply (Website Basic plan (£144.00 annually or £12 per month)
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I can also offer the following bespoke services to be discussed based on your requirements
New logo/brand
Illustrated map of the campsite
Social media marketing strategy