François Georges

Integrated premium campsite operator


Sector: Consumer Investment date: 2016 Apax position: Majority Activity: MidMarket
Why did we invest?

Sandaya has a differentiated business offering being the only ‘sizeable’ French campsite operator with a pure ‘integrated branded ownership’ business model and an established premium family positioning. The company has a proven know-how of campsites acquisition, integration and operation. (11 acquisitions closed in the last 5 years).

Sandaya operates in a growing market, with a dynamic ‘premiumization’ trend, highly fragmented, with significant barriers to entry.

How do we intend to create value?

The investment thesis consists in creating a leading operator of premium campsites in Europe. The plan is to increase international distribution to optimize off-peak occupancy and pricing. The international roll-out plans the acquisition of campsites in new geographies (Spain, Italy). The company has also the potential to rapidly grow its online distribution channel.

40% of Sandaya’s revenues are completed internationally.

Since investment in 2016, 8 new campsites have been acquired representing a 70% increase from the acquired perimeter.

New version of the internet site launched to increase online reservations and serve as base for future digital developments.

Sandaya strengthened its team with the arrival of a managing director in charge of sales, marketing and digital.