adac camping gmbh

What adac camping gmbh does

ADAC Camping GmbH (legally PiNCAMP GmbH) operates the PiNCAMP camping platform — Europe's largest online camping marketplace, jointly owned since January 2024 by three automobile clubs: ADAC (Germany), ANWB (Netherlands), and TCS (Switzerland), whose combined 27 million members form a built-in audience for the platform's consumer portals pincamp.de, pincamp.ch, and anwbcamping.nl. The company serves two customer groups: (i) individual campers searching, comparing, and booking campsites through multilingual web portals and mobile apps (over 1 million active users, 5 million annual app opens), and (ii) campsite operators across 36 European countries — more than 3,000 of whom use PiNCAMP Online Booking, and 2,000+ of whom participate in the ADAC Campcard discount program.

Core products include PiNCAMP Online Booking (a 12%-commission reservation platform integrated with channel managers and PMS systems), a tiered marketing-package suite (Basic to Premium+), a free ADAC/ANWB star-rating classification service, the ADAC Campcard discount program (5–50% off-peak discounts), the PiNCAMP AI Suite and Europe's first camping ChatGPT app for AI-driven trip planning, and co-published print guides (ADAC Campingführer, ANWB Gids Erkende Campings, TCS Campingführer Schweiz & Europa) reaching a combined ~502,500 readers annually. Revenue is generated through transaction commissions (12% standard, 10% for advertising clients), recurring marketing subscriptions, print and app advertising, newsletter and social-media campaigns, and a Premium Partner B2B program. The company is headquartered in Munich (Hansastraße 19), with a Berlin contact office, and is led by CEO Uwe Frers, supported by a country-dedicated sales team and a network of six regional channel partners covering Austria, Croatia, Belgium, Luxembourg, the Nordics, France, the Iberian Peninsula, and Switzerland.

Name

adac camping gmbh

Legal name

PiNCAMP GmbH

Website

https://adac-camping.de

Company type

Private

Founded year

2024

Operating status

Operating

Short description

ADAC Camping GmbH (legally PiNCAMP GmbH) operates the PiNCAMP camping portal — a European two-sided marketplace connecting individual campers with campsite operators across 36 countries, jointly owned by ADAC, ANWB, and TCS. The platform combines online booking (12% commission), ADAC/ANWB classification, AI-driven trip planning tools, and a network of more than 3,000 bookable campsites.

Ownership category

akta.pro rank

Product category

Online Camping Marketplace

NAICS

Other Travel Arrangement and Reservation Services (56159), RV (Recreational Vehicle) Parks and Recreational Camps (72121)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Campgrounds & RV Parks (Developed Sites) (THAGAOAA)

Keywords

• Camping reservation platform
• Online campsite booking
• Camping portal marketplace
• Campsite classification services
• Camping travel marketplace

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Online Booking Transaction Fees: Campsites pay a commission on bookings made through the PiNCAMP platform. Standard commission rate is 12% of the booking value; advertising/media clients receive a reduced rate of 10%. This is the primary revenue driver, with over 3,000 campsites already using the service.
2. Marketing Packages: Campsites can purchase tiered marketing packages (Basic to Premium+) to increase visibility on PiNCAMP portals. Tiers offer higher search rankings, image/video integration, SEO content, and direct contact options. A 'Comfort Mini' package is available for smaller campsites under 100 pitches.
3. Print Advertising: Advertising placements in the ADAC Campingführer (published with Gräfe & Unzer, reaching ~162,500 readers), ANWB Gids Erkende Campings (~250,000 readers), and TCS Campingführer Schweiz & Europa (~90,000 readers). Includes advertorials, highlighted listings, and branded inserts.
4. App Advertising: Sponsored placements in the PiNCAMP/ANWB/ADAC apps, which collectively record over 5 million annual opens and 1 million active users. Campsites with 4–5 images can appear in the 'Campeggi con annunci fotografici' section.
5. Social Media Campaigns: Targeted social media promotion on Instagram and Facebook with guaranteed minimum 10,000 views per campaign, driving traffic to campsite PiNCAMP profiles or dedicated landing pages.
6. Newsletter Advertising: Featured placements in the PiNCAMP newsletter sent to up to 65,000 outdoor enthusiasts with an open rate exceeding 30%.
7. Premium Partner B2B: Premium B2B partnership program for ecosystem vendors (e.g., Wickey, Crippaconcept, PHOBS, SolarWoodle) seeking strategic brand positioning on PiNCAMP business platforms.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels16 records

Core offering

ADAC Camping GmbH operates PiNCAMP, a European camping portal that connects campsite operators with campers across Germany, the Netherlands, and Switzerland. The platform provides online booking with a 12% commission, AI-powered visibility tools, mobile apps, print camping guides, and the ADAC and ANWB star-rating classification systems. Campsite operators access B2B services through business.pincamp.com while consumers discover and book campsites via pincamp.de, pincamp.ch, and anwbcamping.nl.

Product overview

ADAC Camping GmbH operates PiNCAMP, a comprehensive camping platform connecting campsite owners with campers across Europe. The portfolio consists of the PiNCAMP platform (covering Germany, Netherlands, and Switzerland) with online booking integration, supported by print guides (ADAC Campingführer, ADAC Stellplatzführer, ANWB guides, TCS guides), mobile applications, and the ADAC Campcard discount system. Recent additions include AI-powered products (PiNCAMP AI Suite, ChatGPT App, AI Basecamp) for campsite visibility optimization. Campsite services include ADAC and ANWB classification, various marketing and advertising packages (Online Marketing, Premium Partner, Highlights, Newsletter, Social Media), and business support programs (PiNCAMPUS webinars, PiNCAMP Awards). The company is jointly owned by ADAC, ANWB, and TCS since January 2024, representing 27 million combined members.

Differentiator

Problem solved

Functional benefit

Brands

• PiNCAMP.de: Camping portal for Germany
• PiNCAMP.ch
• ANWBCamping

Products and services

• PiNCAMP Online Booking Online booking system enabling campsites to receive direct reservations from PiNCAMP consumer portals across Europe. Integrates with property management systems and channel managers, or offers manual extranet management. Used by more than 3,000 campsites across Europe.
• ADAC Campcard Discount card system enabling campsites to offer flexible price reductions to campers. Participation is free for campsites with no annual obligations. Discounts range from 5-50% in high season and 15-50% in low season. Over 2,000 campsites in 36 European countries participate.
• Camping Key Europe (CKE) ANWB Camping Card Europe discount system connecting thousands of CKE cardholders with participating campsites. Participating campsites are listed in ANWB guides and on PiNCAMP with an official CKE discount badge.
• ADAC Classification Official campsite inspection and star-rating system (1-5 stars) recognized across Europe. 5-star campsites receive the 'ADAC Superplatz' distinction; 4-4.5 star sites receive the 'ADAC Tipp' mark. Impartial and uniform quality assessment.
• ANWB Classification Official campsite inspection and star-rating system for Dutch campers. 5-star campsites receive the 'Topcamping' distinction; 3-4.5 star sites receive the 'Erkende Camping' mark.
• Online Marketing Packages Tiered marketing packages (Basic to Premium+) offering increased visibility on PiNCAMP portals. Includes higher search rankings, image/video integration, SEO content, direct contact options, and reduced booking commissions. A 'Comfort Mini' option is available for small campsites under 100 pitches.
• PiNCAMP Highlights Premium advertising format showcasing campsites with expressive images and custom descriptive texts in high-quality print magazine. Reserved for campsites with 4+ ADAC stars and selected destinations. Reaches up to 350,000 readers in Germany, Austria, Switzerland, and beyond.
• ANWB Highlights Premium advertising insert in ANWB Gids Erkende Camping editions. Reserved for campsites with 4+ ANWB stars and top destinations. Reaches approximately 162,500 readers.
• PiNCAMP Newsletter Placement Newsletter placement reaching up to 65,000 camping enthusiasts with over 30% open rate. Available as dedicated position or feature placement.
• Social Media Promotion Targeted social media promotion via Instagram and Facebook. Each campaign guarantees at least 10,000 impressions, directing users to the campsite's PiNCAMP profile or dedicated landing page. Monthly Multichannel Campaign includes professional IG Reels, YouTube Shorts, Facebook posts, newsletter integration, and 'Campsite of the Month' carousel inclusion.
• Premium Partner B2B B2B partnership program for ecosystem vendors (e.g., Wickey, Crippaconcept, PHOBS, SolarWoodle) offering strategic brand positioning on PiNCAMP business platforms with logo placement and direct traffic from high-attention areas of the platform.
• Campsites of the Month Featured placement as 'International Campsite of the Month' in highly visible areas of PiNCAMP and ANWBcamping. Limited to 12 campsites per rotation. Includes thematic carousel and dedicated section on all destination pages.
• e-Guide Interactive digital guides (30-60 pages) with regional stories, itinerary ideas, and camping tips. Available for custom regional guides or themed editions (routing, glamping, winter camping). Distributed via social media, newsletter, and targeted campaigns.
• ADAC Campingführer Printed camping guidebook published with Gräfe & Unzer, covering approximately 2,600 campsites in 'Germany and Northern Europe' and 2,900 in 'Southern Europe'. Reaches approximately 162,500 readers via Amazon, retail, and press channels. Advertising placements available.
• ADAC Stellplatzführer Guidebook specifically for motorhome and caravan pitches (Stellplätze), complementing the ADAC camping guide.
• ADAC Camping- und Stellplatzatlas Atlas of camping sites and motorhome pitches, providing geographic overview of camping locations.
• ANWB Gids Erkende Campings Dutch camping guide covering 3,750+ campsites with 3+ ANWB stars in 19 European countries. Free to CKE members at ANWB stores. Reaches approximately 250,000 readers.
• TCS Campingführer Schweiz & Europa Swiss camping guide covering Switzerland and best campsites in Europe. Features 550 highly-rated locations with detailed ADAC sub-classifications, QR codes for direct PiNCAMP booking, and Grand Tour of Switzerland highlights. Published in German and French. Reaches approximately 90,000 readers.
• PiNCAMP / ANWB Camping App Multi-language mobile application (DE, NL, FR, IT, EN) published as 'ANWB Camping App' in the Netherlands and 'PiNCAMP App' elsewhere. Available on iOS and Android. Over 5 million annual opens and more than 1 million active users. Sponsored placements available for campsites with 4-5 images.
• PiNCAMP AI Suite AI-powered visibility suite including AI Readability (making campsite data technically comprehensible for modern AI systems) and Generative Engine Optimization (GEO) to ensure campsites appear in AI-powered search responses such as ChatGPT.
• PiNCAMP ChatGPT App Europe's first ChatGPT app for camping, allowing campers to discover and book campsites through AI-powered conversational interface.
• PiNCAMP AI Basecamp Part of the PiNCAMP AI product line supporting campsites with AI-powered tools for digital visibility optimization.

Quantifiable outcome

• 35% more profile views for campsites participating in ADAC Campcard
• +5 more outcomes

Named customers17 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature7 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• ADAC (Allgemeiner Deutscher Automobil-Club)flagshipStrategic or Co-development Partner · 1 January 2024ADAC is a joint shareholder of PiNCAMP GmbH since January 2024. As Germany's largest automobile club with millions of members, ADAC provides the primary brand equity, member distribution channels (membership mailings, ADAC stores, partner network), and editorial co-publishing of the ADAC Campingführer with Gräfe & Unzer.
• ANWB (Koninklijke Nederlandse Automobiel Obelclub)flagshipStrategic or Co-development Partner · 1 January 2024ANWB is a joint shareholder of PiNCAMP GmbH since January 2024. As the Netherlands' leading mobility organization, ANWB provides member distribution for the Dutch market (anwbcamping.nl portal, ANWB stores, ANWB Gids distribution to ~250,000 readers), and co-develops the ANWB Camping App.
• TCS (Touring Club Suisse)flagshipStrategic or Co-development Partner · 1 January 2024TCS is a joint shareholder of PiNCAMP GmbH since January 2024. As Switzerland's largest mobility club, TCS provides member distribution for the Swiss market (pincamp.ch portal, TCS stores and retail channels), and co-publishes the TCS Campingführer Schweiz & Europa reaching ~90,000 readers.
• Gräfe & UnzercoreStrategic or Co-development PartnerPublisher of the ADAC Campingführer, one of the most trusted camping guides in Germany. The partnership combines Gräfe & Unzer's publishing expertise with ADAC's brand authority and PiNCAMP's campsite data.
• FAITA FederCampingcoreGTM or Marketing PartnerStrategic partnership agreement making PiNCAMP the exclusive German market contact for FAITA (Italian camping federation) member campsites. Italian campsites joining PiNCAMP through FAITA benefit from preferential (lower) commission rates. PiNCAMP benefits from FAITA's network of thousands of Italian campsites.
• IGL WerbedienstcoreChannel Partner/ Reseller/ DistributorExclusive advertising sales partner for Austria and Croatia, managing media sales and campsite registration on behalf of PiNCAMP in these markets. Contact: [email protected] (Austria), [email protected] (Croatia).
• PasarcoreChannel Partner/ Reseller/ DistributorExclusive advertising sales partner for Belgium and Luxembourg, managing media sales and campsite registration on behalf of PiNCAMP in these markets. Contact: [email protected].
• Markets & PlacescoreChannel Partner/ Reseller/ DistributorExclusive advertising sales partner for Denmark, Norway, and Sweden, managing media sales and campsite registration on behalf of PiNCAMP in these markets. Contact: [email protected].
• ICCS EuropecoreChannel Partner/ Reseller/ DistributorExclusive advertising sales partner for France, managing media sales and campsite registration on behalf of PiNCAMP in the French market. Contact: [email protected].
• Servicios Turisticos Heinze LatzkecoreChannel Partner/ Reseller/ DistributorExclusive advertising sales partner for Portugal and Spain, managing media sales and campsite registration on behalf of PiNCAMP in these markets. Contact: [email protected].
• SCTS - Spatz Camping & Tourist ServicecoreChannel Partner/ Reseller/ DistributorExclusive advertising sales partner for Switzerland, managing media sales and campsite registration on behalf of PiNCAMP in the Swiss market. Contact: [email protected].
• ECOCAMPINGminorGTM or Marketing PartnerSustainability-focused camping organization partnered with PiNCAMP through PiNCAMPUS, offering joint webinars and industry content on sustainable camping practices.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• ACSI (Auto Camper Service International): European campsite inspection and guide publisher operating the CampingCard ACSI discount system and acsi.eu booking portal. Most directly comparable to PiNCAMP in combining campsite classification, discount programs, and online booking across Europe.
• Pitchup.com: Online campsite booking marketplace active across 30+ European countries with a commission-based model similar to PiNCAMP Online Booking. Direct competitor for online-bookable campsite inventory and B2B marketing revenue.
• Camping.info: German-language camping portal with campsite reviews, search, and advertising services across Europe. Competes with PiNCAMP for campsite-operator marketing budgets and camper discovery in the DACH region.
• CampLife / Spotcamp: European software and booking platform serving campsites with channel-manager, PMS, and online-booking functionality. Comparable to PiNCAMP Online Booking on the B2B tools side; competes for campsite-operator technology spend.
• Vacanceselect Group (Eurocampings / EuroParcs): Dutch-headquartered camping holiday group operating Eurocampings marketplace and resort brands. Comparable in combining European campsite marketplace with operator services; overlaps PiNCAMP's Benelux and pan-European inventory.

Broad incumbents

• Airbnb: Global OTA with growing footprint in unique outdoor stays including camping, glamping, and rural pitches. A broad incumbent encroaching on PiNCAMP's core campsite-discovery and booking use case.
• Booking.com: Global OTA that has expanded aggressively into alternative accommodation including campsites and glamping. Represents the largest competitive threat to PiNCAMP's booking-commission model due to scale, demand, and marketing reach.
• Tripadvisor / Trip.com group vacation rentals: Global travel platform with reviews and increasingly booking functionality for vacation rentals and outdoor stays. Broad incumbent that diverts camper demand from specialist camping portals.

Emerging players

• Outdooractive: European outdoor and hiking platform with a campsite layer and trip-planning tools. Emerging player with partial overlap; competes for the discovery phase of camper trip planning.
• Huttopia: France-based glamping and nature-camp operator with growing pan-European footprint. Existing PiNCAMP partner, but a potential competitor as it develops its own direct-booking digital infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/campsite.business.forum
• LinkedInlinkedin.com/company/adac-pincamp

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about adac camping gmbh