Club del Sole

The objective

Turning destination inspiration into measurable conversions

Founded in the 1970s, Club del Sole has grown from a traditional camping operator into Italy’s leading Open Air hospitality group, with 29 holiday villages across 8 regions. Over the past five decades, the company has continuously evolved its hospitality model, pioneering a new way of experiencing outdoor holidays that combines comfort, nature and freedom. At the heart of this evolution is the proprietary concept of Full Life Holidays: an innovative hospitality experience that is more comfortable than camping and freer than a hotel.

The brand’s organic TikTok presence on @clubdelsole reflects their philosophy through immersive storytelling across destinations, family travel, pet-friendly stays, outdoor activities and behind-the-scenes village life. Content is designed to inspire rather than directly sell, showcasing the full emotional experience of a holiday in nature.

Working with their agency, Fragos Media, the campaign marked a performance-led activation within the broader TikTok strategy. The primary objective was to drive conversions and full-funnel performance for the leading Italian holiday brand.

The solution

Building a performance-led travel funnel for Italy’s leading Open Air hospitality group

The campaign ran from January to April, covering Italy’s travel booking season. Activity targeted audiences in Italy, with a focus on users aged 25–54, particularly families and individuals interested in travel, nature and outdoor experiences.

Club del Sole used In-Feed Ads as the primary ad format, supported by Custom Audiences to strengthen relevance and reach users with demonstrated interest in travel and hospitality. The campaign was managed via an auction buying setup, allowing flexible delivery across audiences while optimising toward conversion outcomes.

Creative execution focused on immersive, destination-led storytelling. Video assets showcased real locations across Club del Sole’s Italian villages, visually translating the brand’s “Comfort and Nature” proposition. Rather than focusing on accommodation alone, content highlighted the wider holiday experience, including surroundings, atmosphere and activities within each destination.

The campaign followed a clear “awareness to conversion” structure. Videos were designed to first build interest through aspirational travel storytelling, then guide users towards action with direct calls to visit destination pages and proceed to the booking engine. This approach ensured continuity between inspiration and conversion within a single user journey.

The results

Reaching high-intent audiences at the right time, whilst protecting acquisition costs

The campaign delivered strong performance outcomes, reducing cost per conversion by 61% to €5 compared to €13 on other social platforms, while driving high volumes of qualified traffic to the booking engine. It also achieved a 9.75% conversion rate on the booking page from users who arrived via the destination pages, demonstrating strong intent and efficient funnel progression.

A key strength of the campaign was its ability to penetrate a mature, high-value audience. Users aged 25–54 accounted for 67% of total conversions, with particularly strong performance among families and high-spending travellers. This confirmed the platform’s effectiveness in reaching commercially valuable segments within a competitive travel category.

In-Feed Ads drove discovery of destinations, while Custom Audiences ensured delivery to users most likely to convert. The clear progression from storytelling to booking intent helped sustain efficiency throughout the campaign period.

Beyond performance metrics, the campaign demonstrated how traditional hospitality brands can successfully translate long-established offline offerings into a digital-first customer journey. It also reinforced Club del Sole’s positioning as a modern open-air hospitality leader, elevating awareness of its “Full Life Holidays” concept across new and returning audiences.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.