Riva di Ugento
Smartpricing allowed us to switch immediately to dynamic pricing thanks to automation tailored to the needs of a camping resort. Operations became simpler, and in the first year we achieved +26% revenue.
Ugento, Italy
182
Background
Riva di Ugento is a camping resort located within the Ugento Natural Park, between Gallipoli and Santa Maria di Leuca.
Founded in 1976 as a traditional campsite with pitches for camper vans, caravans, and tents, the property has gradually evolved to meet the changing needs of open-air tourism. Over time, fixed accommodation options such as glamping tents and caravans were introduced alongside the original camping offer.
Today, Riva di Ugento has a total accommodation capacity of around 3,300 guests and, while preserving its camping identity, operates in practice as a full-fledged holiday village.
In addition to accommodation areas, the resort offers a wide range of services designed to deliver a complete guest experience, including restaurants, bars, a private beach club, shops, and facilities for daily guest needs.
The challenge
Until 2024, Riva di Ugento’s pricing strategy relied on fixed rate lists applied both to pitches and accommodation units. This traditional approach, common in the open-air sector, ensured stability but made it difficult to respond to demand fluctuations and strong seasonality.
In the post-pandemic period, the limitations of this model became increasingly clear. By analyzing industry trends and benchmarking against similar properties, the Riva di Ugento team observed a growing adoption of dynamic pricing and began searching for a solution that would allow for more flexible and competitive rate management.
“We’re living in a time when Artificial Intelligence is becoming widespread, and we weren’t afraid to adopt it. We’re open to change because these tools are essential to achieve the best results while simplifying daily operations.”
This need was closely tied to a specific strategic objective: strengthening international demand during the shoulder periods at the start and end of the season.
Riva di Ugento typically fills up quickly when Italian schools close and experiences a sharp drop in demand once schools reopen.
During these intermediate phases, a more responsive pricing strategy was essential to attract international guests, extend the operating season, and make the business sustainable outside peak periods.
The solution
To address these challenges, Riva di Ugento chose the dynamic pricing software Smartpricing.
The software enabled the team to move away from fixed rate lists and introduce a system capable of continuously adapting prices based on demand trends and market behavior, without requiring constant manual intervention or specialized revenue management expertise.
To further maximize results, the team also activated Smartpricing Premium, gaining access to a dedicated Revenue Manager who supported them for one year in defining the pricing strategy and configuring Smartpricing.
“Smartpricing allowed us to immediately adopt dynamic pricing thanks to automation specifically designed for camping resorts. It significantly simplified our work because the amount of manual intervention required is minimal.”
The results
The introduction of dynamic pricing delivered tangible results not only on an operational level, but above all from a commercial perspective. It enabled Riva di Ugento to better capture demand during key periods of the season and maximize overall revenue.
Capturing international demand
The most immediate impact was the ability to attract international guests during shoulder periods, which are crucial for the sustainability of the season.
Thanks to more flexible rate management, Riva di Ugento was able to align prices more closely with international demand trends, effectively extending the operating season.
Data shows that in May and September, international guests accounted for 52% of total stays. In October—despite the resort being open for only fifteen days—the share of international guests reached 90%.
This allowed the property to maintain solid rates even outside peak season, without compromising competitiveness, and to capitalize more effectively on European holiday periods such as Pentecost in Germany or autumn school holidays in Switzerland.
+26% revenue in the first year
From a revenue standpoint, the transition from fixed rate lists to dynamic pricing had a positive impact already in the first year of using Smartpricing.
To accelerate results, Riva di Ugento complemented the software with Smartpricing Premium, including monthly consultations with a dedicated Revenue Manager from the Smartness team. This support made it possible to fine-tune the platform setup and work strategically on the most relevant parameters to capture and maximize demand.
The outcome was a more dynamic revenue curve, with higher average values during peak demand and stronger performance even in transition periods. This approach enabled the resort to increase its average rate by 21% and overall revenue by 26%.
“We started by applying dynamic pricing only to our fixed accommodation units, and the improvement was almost immediate. That’s why we have no doubts about the next step: we’re now extending Smartpricing to the camping pitches as well.”