In an interview with Modern Campground, Johan Söör – CEO of First Camp Group – shared insights on how the group’s strategy is driving growth, enhancing guest satisfaction and shaping the future of the sector.
With 78 destinations across Scandinavia and beyond, First Camp Group is positioning itself as a leader in outdoor hospitality, combining camping, cabin stays and an expanding glamping offer.
“First Camp is the main brand for about 60% of the business,” Söör explained. This includes standard First Camp sites, First Camp Resorts for full-scale offerings and First Camp Easy, targeting the budget segment.
The remaining 40% of destinations retain their local brands post-acquisition, maintaining local identity while benefiting from group resources.
This flexibility, Söör said, helps the company broaden its appeal – from traditional campers to younger demographics discovering glamping for the first time.
Cabins, Glamping, and New Guest Segments
First Camp operates around 3,500 cabins, appealing both to seasoned campers and those new to the experience. Söör noted that while glamping remains a niche within their portfolio, it is attracting younger guests and contributing to a more diverse product mix.
The company is also benefiting from market shifts. Söör highlighted the “coolcation” trend, with German tourists seeking cooler Nordic destinations in summer.
Meanwhile, more domestic guests are opting for camping and glamping at home, citing affordability, sustainability, and convenience. “Another trend we see is that also more domestic guests are discovering camping as an alternative to going to Spain or Thailand for their vacation,” he told Modern Campground.
Growth Through Acquisitions and Technology
First Camp’s acquisition strategy evaluates potential sites based on size, location, and development potential. Söör stressed that expansion opportunities often include adding more cabins – and increasingly, glamping accommodation.
Technology also underpins growth. The company has implemented AI-driven revenue management, customer service and marketing systems, while its website now stands as the largest online booking platform for camping and cabins in the Nordics.
A loyalty program, unique in the region, rewards guests with redeemable points—an approach more often seen in hotel chains than in outdoor hospitality.
Growth in the Region
Annual growth in the Nordic camping market averages around 5%, with glamping and cabins outpacing the broader sector. First Camp aims to build on this momentum by investing in acquisitions, expanding capacity, and strengthening its leadership teams.
Söör concluded: “We have a very fact-based view of what is driving guest satisfaction and what actions we should take to continue to improve it.”
