A Strategic Strengthening in the Spanish Market
An Enriched Operational Portfolio
The acquisition of Alannia allows ECG to add five high-end resorts located in Spain to its portfolio. In total, these sites offer nearly 1,000 accommodation units and 1,600 pitches, according to the group's press release.Among these five resorts, three have recently opened on the Costa Dorada, one of the most dynamic tourist regions on the Spanish Mediterranean coast.
Affirmed European Growth
Prior to this acquisition, ECG already had over 450 destinations in 13 European countries.The integration of Alannia not only strengthens its geographical presence but also enhances its ability to offer high-end outdoor hospitality in a highly promising market.
Alannia: A Well-Established and Recognized Player
Strong Roots and Rapid Growth
Alannia Resorts was founded in 1997 by Grupo Marjal, a Spanish company based in Alicante, owned by the Fur and Gómez families.Since 2018, Alannia had been associated with the investment fund Corpfin Capital, a partnership that enabled significant growth: Alannia's revenues quadrupled during this period.
This momentum has transformed Alannia into a true benchmark for modern outdoor hospitality in Spain.
A High-End and Sustainable Offer
Alannia has positioned itself in the premium segment: its resorts offer an immersive experience, with aquatic facilities, wellness services, entertainment, and high-quality standards.Moreover, sustainability is at the heart of its strategy: for example, its Alannia Costa Blanca site has obtained the Travelife certification for its efforts in reducing carbon footprint and waste management.
The Motivations and Ambitions of Both Groups
ECG: European Ambition and Upscaling
For ECG, the acquisition of Alannia is a cornerstone of its development plan. Sébastien Manceau (CEO) and Philippe de Trémiolles (CFO) stated that this operation strengthens their commitment to Spain and paves the way for an attractive pipeline of new resorts.Furthermore, ECG is transforming: since November 2025, the group has simplified its brand by adopting the name ECG, with a unified visual identity.
In this context, the Alannia brand will integrate ECG's graphic "device," symbolizing its full integration into the group.
Alannia / Grupo Marjal: New Horizons
On Alannia's side, CEO Fernando Garijo expressed enthusiasm: he sees this partnership as an opportunity to continue the brand's growth by leveraging ECG's experience and resources.Javier Fur, co-founder of Grupo Marjal, views this sale as an opportunity. According to him, this step marks a "key milestone": Grupo Marjal now wishes to refocus on other high-potential areas, building on its expertise in managing complex projects.
Financiers and Advisors
The operation was supported by KPMG, which provided financial, legal, and tax assistance, and the law firm Garrigues, as legal advisor.On the investment side, Corpfin Capital (already a shareholder in Alannia) plays a key role: Álvaro Olivares, Managing Partner, praised Alannia's "organic and inorganic growth."
Additionally, this operation is part of a broader financial restructuring for ECG: the group received a €600 million boost from a major investor, ADIA (Abu Dhabi Investment Authority), alongside PAI Partners.
Challenges and Perspectives
Consolidation of a Fragmented Market
The outdoor hospitality sector, particularly in Europe, remains highly fragmented. The acquisition of Alannia allows ECG not only to strengthen its geographical presence but also to industrialize its model: the upscaling of resorts, combined with a powerful digital distribution offering, makes ECG's proposition more robust and consistent.Diversification of Offerings and International Appeal
With Alannia, ECG enriches its catalog of high-end stays, which can attract an international clientele (families, vacationers seeking comfort and services). The "resort" positioning of these campsites is an asset: it offers infrastructure comparable to that of a hotel, but with the authenticity of camping.Sustainable Development
The integration of a player already committed to sustainability, such as Alannia, strengthens ECG's credibility on environmental issues. Certifications (such as Travelife) and responsible practices can also appeal to an increasingly eco-conscious clientele.Risks and Challenges
Cultural integration: although both groups share values, merging corporate cultures can pose challenges (management, operational strategy).Heavy investments: maintaining the high-end infrastructure of Alannia resorts will require continuous investment.
Local competition: the Spanish camping market is highly competitive, with other well-established players.
Macroeconomic sensitivity: like any tourism sector, it remains dependent on economic fluctuations, travel cycles, and climatic conditions.
The acquisition of Alannia Resorts by European Camping Group is a structuring operation in the European outdoor hospitality landscape. For ECG, it is a central piece of its expansion strategy: not only does it consolidate its presence in Spain, but it also strengthens its ability to offer premium and sustainable stays. For Alannia and Grupo Marjal, this partnership opens a new chapter, with increased resources to continue development, while freeing up margins to explore other opportunities.
This acquisition can be seen as a strong sign of the increasing professionalization of the camping sector, where European-scale chains are becoming major players, capable of competing with other forms of tourist hospitality.