Information on the target
Alannia, founded in 1997 by Alicante-based Grupo Marjal, is Spain’s largest operator of large-scale camping resorts. The company, owned by the Fur and Gómez families, has established a strong presence in the outdoor accommodation sector, offering a diverse range of amenities and services across its network of resorts. With nearly 10,000 accommodation units, Alannia has become synonymous with high-quality outdoor hospitality, catering to a growing market of travelers seeking immersive experiences in nature.
Under the partnership with Corpfin Capital since 2018, Alannia has experienced remarkable growth, quadrupling its revenues and solidifying its position as the leading operator in the Spanish camping sector. The brand has evolved into a modern, open-air hospitality proposition, recognized for its commitment to delivering exceptional customer experiences, which has earned it numerous national and European awards.
Industry overview in the target’s specific country
The outdoor accommodation industry in Spain has witnessed significant growth in recent years, driven by an increasing demand for nature-based tourism and unique travel experiences. As travelers seek alternatives to traditional hotel stays, camping resorts have emerged as a popular choice, offering families and groups the opportunity to connect with nature while enjoying modern amenities. This trend has been further accelerated by the COVID-19 pandemic, which has shifted consumer preferences towards outdoor and socially distanced vacation options.
Spain, with its diverse landscapes and favorable climate, is ideally positioned to capitalize on this trend. The country boasts a rich variety of natural attractions, from stunning coastlines to picturesque mountains, making it an attractive destination for both domestic and international tourists. The camping sector has responded to this demand by expanding its offerings, with operators investing in high-quality facilities and services to enhance the guest experience.
Furthermore, the Spanish government has been supportive of the tourism sector, implementing policies aimed at promoting sustainable tourism and encouraging investment in infrastructure. This favorable regulatory environment, combined with the growing popularity of outdoor accommodations, presents a robust opportunity for operators like Alannia to expand their footprint and attract a broader customer base.
The rationale behind the deal The acquisition of Alannia by European Camping Group (ECG) represents a strategic move to strengthen ECG’s presence in the Spanish market. By integrating Alannia’s established brand and extensive network of resorts, ECG aims to lev…