A new campaign from the Caravan and Camping Industry Association of New South Wales (CCIA NSW), developed in collaboration with creative agency WiredCo., aims to ease the transition for travelers moving from hotel-based holidays to outdoor accommodations.
The initiative, branded as the “hotel-to-camping translation service,” uses humor and technology to reframe the camping experience for a growing segment of consumers unfamiliar with nature-based stays.
The project introduces “The Camping Concierge,” a multi-platform tool that interprets common hotel terminology into camping equivalents.
The goal is to address common hesitations among first-time campers, particularly those accustomed to the amenities of hotels or short-term rentals.
According to a press release, the campaign includes over 250 playful translations developed through a mix of AI and human input.
“More and more Aussies are being enticed by the natural, free-spirited camping lifestyle for their holidays.
But what we discovered through social listening is that potential newbies find the idea of transitioning from hotels and Airbnb’s to camping a little daunting,” said WiredCo. creative lead Joe Stuart.
The campaign, which features digital media, social content, a mockumentary, and a free online course, arrives as NSW’s camping and caravanning sector experiences sustained growth.
From January 2021 to September 2024, the industry supported more than 5 million trips and contributed $11 billion in visitor expenditure.
With domestic tourism leaning increasingly toward outdoor experiences, the CCIA’s initiative is positioned as both a marketing effort and an onboarding tool for new consumers.
This shift presents an opportunity for park operators and accommodation providers to reframe camping as a comfortable and attractive option for hesitant travelers.
By aligning services and marketing messages with this new translation framework, businesses may find it easier to convert hotel-first guests into repeat campers.
“Whether it’s swapping a hotel breakfast buffet for a campsite cook-up or trading a king-size room for a cozy glamping experience under the stars, we’re here to prove that camping in NSW isn’t about giving up luxury – it’s about redefining it,” said Lyndel Gray, CEO of CCIA NSW.
The accompanying online course, hosted by a fictional character named Lachie, guides users through three modules: comfort, facilities, and entertainment.
Stuart noted that some holiday park staff have also completed the course to better assist first-time guests, an approach that could enhance onboarding and guest satisfaction.
For businesses, the campaign underscores the importance of adapting messaging and guest experiences to appeal to the evolving preferences of a broader tourism audience.
Those in the outdoor hospitality space may benefit from embracing similar educational and playful engagement strategies to bridge perceived gaps in comfort and convenience between traditional hotels and campgrounds.