Camping Québec.
How Camping Québec created a user-focused experience and brought camping discovery and booking into the digital age.
Camping Québec.
How Camping Québec created a user-focused experience and brought camping discovery and booking into the digital age.
Camping Québec used digital to create massive growth in a flat market
Camping is, by many accounts, the exact opposite of digital and technology. Campground promotion, discovery and booking, however, had much to gain by modernizing the user experience to fit these digital times. Which is exactly what Camping Quebec did.
The complexity was in creating a rich, intuitive experience not only for campers but for promoters (campground managers) as well, a major stakeholder.
New visitors were up 455% in the first 12 months
The Mission
Instead of accepting the idea that camping is experiencing a slow decline, Camping Quebec understood that it needed to bring camping into the digital age, including providing a modern platform for campground operators.
Specifically, camping had to get digital to meet the users where they are; online and on their smart phones.
More than half of CampingQuebec.com’s visits are on mobile or tablet.
The Strategy
The eCommerce Tech
- eCommerce platform: Sitecore
- Ad management platform platform: AdClick
- Context-relevant advertising: AdSense
- API to connect with all major reservation platforms: in-house
- Lead + conversion tracking: Google Analytics
WINNING THE SEO WAR
Camping Quebec’s organic traffic increased FIVE-FOLD within 12 months.
Consumer Features
- “Drop-the-pin” to find a campsite on the map
- Advanced search features
- Personalized navigation
- Campground ratings + reviews
- Book directly from CampingQuebec.com (when available)
- Complete, up to date classification of over 90% of campgrounds
- Criteria-based navigation and filters
Promoter Features
- Facility-manager portal to promote your campground
- Ad + boost tools
- Update your classification information (links directly to Quebec’s official Campground Guide)
- Customize your listings
- Review and interact with reviews and UGC
- Analytics tools
- Link to your reservation system
- Increased SEO for campground
Camping Québec is an association with 720 campground operator members; nearly 90% of the province’s campsites. Founded in 1962, its mission is to encourage and support the growth and development of the camping industry and promote camping as a recreational activity in Quebec.
In addition, Camping Québec is the body recognized by the Minister of Tourism for the classification of campgrounds in the province.
