How to analyse competitor site layouts and facilities

Why is competitor research so important?

Before you design your campsite, you need to understand what your potential customers expect and what other local sites are already offering. To get started, identify between five and ten of your closest or most similar competitors and begin by thoroughly reviewing their websites, social media profiles, and online reviews. This analysis will reveal the benchmark for quality in your area and, most importantly, help you find a unique gap in the market for your business to fill.

What to look for

Put yourself in the shoes of a potential guest. As you browse each competitor's website and online presence, create a checklist to analyse what they offer. This ensures you can compare them fairly.

• Site Layout and Pitch Density: How crowded does the site look? Are pitches packed in, or are they generously spaced for privacy? Note the different types of pitches they sell, such as grass for tents, hardstanding for caravans, or premium spots with a better view.
• Core Facilities: For most campers, this is a deal-breaker. Assess the quality and quantity of their toilet blocks, showers, and washing-up areas. Are they modern and spotless, or old and basic? Do they charge extra for hot showers? This is a key part of the guest experience.
• Extra Amenities: What else do they provide to make a stay more enjoyable? Look for popular extras like a small on-site shop, a children's playground, laundry facilities, fire pit hire, electric hook-ups, or reliable Wi-Fi. These can often justify a higher price.
• The Overall 'Vibe': Try to get a feel for their brand. Does it seem like a bustling, family-friendly holiday park or a peaceful, adults-only rural retreat? The language, photos, and site rules will give you big clues about the audience they are trying to attract.

How to organise your findings

The best way to make sense of your research is to be systematic. A simple spreadsheet is the perfect tool to log your findings, allowing you to spot trends and compare sites at a glance.

Top Tip: Don't just stick to online research. If you can, visit one or two of your most direct competitors to get a real-world feel for their layout, quality, and atmosphere.

You can use a simple table structure like this to keep your notes organised:

Putting your research into action

This task isn't about copying what others are doing. It’s about finding your unique place in the market. Once your research is complete, you can make strategic decisions about your own site by asking a few key questions:

• Where is the gap? Is the area saturated with family-friendly sites, leaving an opening for a quiet, back-to-nature alternative?
• How can I be better or different? Could you provide the best shower block in the county? Or perhaps focus on a niche like being exceptionally dog-friendly or eco-conscious?
• What is the minimum standard? Your research defines the baseline. You now know the minimum level of facilities and service that customers in your area expect.

By understanding the competition, you can confidently decide on the facilities and layout for your site, ensuring it stands out from the crowd and attracts the right guests from day one.