Aix-en-Provence, November 3, 2025,
As the pan-European leader in outdoor accommodation, European Camping Group is taking a new step in its development. The group is adopting the name ECG and rethinking its brand portfolio to enhance its clarity, its European footprint, and the strength of its brands.
This strategic evolution is part of a transformation plan that was initiated two years ago. It addresses a clear ambition: to establish ECG as the leader in a rapidly changing sector, driven by ever-increasing expectations for customer experience, quality, and sustainability.
European Camping Group becomes ECG, a more direct and immediately identifiable name, accompanied by the adoption of a new logo inspired by the fluent device already used by the group’s distribution brands. ECG will become a common, unifying, and visible signature across all its materials, clearly linking the corporate brand to its operational brands.
Continuing this momentum, Alannia Resorts, the group’s flagship brand in the Spanish market acquired in July 2025, will also integrate the fluent device into its logo. This move symbolises the full integration of the Iberian business within the group and marks another step towards a unified brand architecture on a European scale.
In the French market, ECG will gather all of its operational activities under a single banner: Homair. Starting from the 2026 season, company-owned campsites currently operating under the ‘Marvilla Parks’ and ‘Tohapi’ brands will adopt the Homair name, which is currently the best-known and strongest in terms of brand awareness among holidaymakers in France (43%, a 14-point increase in two years – according to the YouGov barometer). This decision will enhance the visibility of ECG’s offering and strengthen customer relationships.
Beyond a change in identity, ECG is launching a truly integrated strategy combining a brand overhaul, modernisation of its digital platforms, and the deployment of an ambitious communication campaign on a European scale. A new, more immersive and engaging Homair website is now online, and a large-scale, distinctly different communication campaign will be launched in early December to support this transition.
“By unifying our brands and modernising our identity, we are giving more power to our actions and more clarity to our ecosystem. ECG now embodies a more understandable, stronger group, fully focused on quality of experience and customer satisfaction,” states Sébastien MANCEAU, CEO of ECG.
“In just a few years, Homair has become a key reference for camping in France, benefiting from a dynamic image and real brand affinity, all while building on our 35 years of experience: booking holidays with Homair.com at over 400 of the best campsites in France and Europe, including around one hundred company-owned Homair campsites; hosting groups, associations & seminars with Homair Events; and a residential offering with ‘Marvilla & Tohapi Sweet mobil-home’ (which will officially change its name to ‘Homair Sweet mobil-home’ in a few weeks).” explains Quentin SCHAEPELYNCK, VP Sales, Marketing & Guest Experience of ECG.
About ECG
As the European leader in outdoor accommodation, ECG offers an unparalleled high-end range of 4 and 5 star campsites in prime tourist destinations through its tour operator brands Homair, Eurocamp, Roan, Alannia, and its company-owned campsites operated under the Homair brand. With over 5,000 employees in the high season, 450 campsite destinations in 13 countries across Europe, European Camping Group is active in all forms of the camping business: rental of mobile homes or empty pitches, sale of residential mobile homes, distribution platforms, and a central booking system for independent campsites. The group’s clientele is predominantly international: United Kingdom, Germany, the Netherlands, Switzerland, Belgium, Spain, Italy, Poland, etc. French customers represent 40% of the visitor numbers.
Press contact ECG : Marjorie SANCH – Head of Communications for ECG Group
