At the 19th Congress of Croatian Camping, a roundtable discussion powered by Adria focused on how artificial intelligence and digital transformation are reshaping business models within the outdoor hospitality industry.
The session, titled “Camping 2025+: Are We Recognizing the Real Changes in the Market?”, highlighted the need for structured data, standardized processes, and adaptable teams to navigate ongoing technological change.
Alen Salamun of Gaveia, Croatia, discussed the importance of creating hybrid teams capable of integrating new technologies into existing workflows.
After a year of significant investment aimed at developing hybrid teams, Salamun reflected that the results had not fully met expectations, revealing challenges in coordination and implementation.
The speaker outlined a framework centered on three pillars—data, processes, and people—as essential elements for building resilient, tech-enabled operations.
He explained that data must be reliable, serving as the foundation for every function from accommodation inquiries to pricing, reservations, and guest reviews.
Creating a single, comprehensive database ensures that employees can access and utilize accurate information efficiently.
The second component, clearly defined processes, focuses on how organizations handle and apply information.
The final and most critical pillar in the framework is people. This emphasizes that human expertise and collaboration remain at the heart of digital transformation.
Even as AI systems take on repetitive or data-heavy tasks, skilled professionals are needed to guide, interpret, and improve these systems.
The session also described stages of technological evolution within businesses: expert systems designed for repetitive tasks, and advanced AI capable of performing complex functions.
The day 2 event also featured sessions on sustainability and accessibility, including “Climate Friendly Camp – A Business Model as a Green Roadmap for Campsites” led by Duško Radulović of Sensum and “The First Campsite in Europe to Receive the ADAC Award for Demographic Change and Accessibility: Camping Florenz as a European Leader” presented by Gianfranco Vitali of Florenz Open Air Resort in Italy.
Another session, “From Accommodation to Experience: The Role of Mobile Homes,” brought insights from Višen Slamar of Tissa and Cristiano Bozzetti of Crippaconcept, highlighting the evolution of mobile homes in enhancing guest experiences within the camping sector.