A new identity for a unified European group
Two years after launching its transformation plan, European Camping Group now operates under the name ECG. The rebranding introduces a new logo and shared visual identity that will be applied across all group communications.
The initiative reflects ECG’s objective to align its corporate and operational brands under a single, coherent structure. An operation that comes just a few months after the entry of Abu Dhabi’s sovereign wealth fund into the group’s capital.
“By unifying our brands and modernising our identity, we bring more strength to our actions and greater clarity to our ecosystem. ECG now embodies a more coherent, stronger group, fully focused on experience quality and customer satisfaction.” – Sébastien Manceau, CEO, ECG
Homair to become the single brand in France
In France, all operations will now fall under the Homair brand. Starting with the 2026 season, campsites currently operating under Marvilla Parks and Tohapi will adopt the Homair name.
According to YouGov, Homair enjoys 43% brand awareness among French holidaymakers, up 14 points in two years. The consolidation aims to enhance visibility and simplify customer interaction.
*]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] scroll-mt-[calc(var(–header-height)+min(200px,max(70px,20svh)))]” tabindex=”-1″ dir=”auto” data-turn-id=”request-68f9ea7c-693c-8329-b05c-f1a93e3b0881-5″ data-testid=”conversation-turn-188″ data-scroll-anchor=”true” data-turn=”assistant”> “In just a few years, Homair has become a key reference for camping in France, with a dynamic image and genuine brand appeal, supported by our 35 years of experience: holiday bookings via Homair.com in 400 of the best campsites in France and Europe, including around 100 owned Homair sites; group, association, and seminar hosting with Homair Events; and a residential offer through Marvilla & Tohapi Sweet mobil-home, which will officially be renamed Homair Sweet mobil-home in the coming weeks.” – Quentin Schaepelynck, Vice President Sales, Marketing & Guest Experience, ECG
Integration of Alannia Resorts and a European strategy
In Spain, Alannia Resorts, acquired in July 2025, will now operate under ECG’s refreshed identity — a move symbolising deeper integration within the group’s European framework.
The rebranding is part of a broader strategy combining digital transformation and expanded communication efforts. A new, redesigned Homair website is already live, and a Europe-wide campaign will launch in early December to accompany the rollout.
