Camping and Caravanning - UK - May 2005

INTRODUCTION AND ABBREVIATIONS
Definitions
Methodology
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Promoting a caravan as an affordable second home
Appealing to new consumer groups
Opportunities to expand the short break market
SUMMARY OF KEY REPORT FINDINGS
The UK market is in a period of growth
The overseas market is not so upbeat
Caravanning appealing to a younger audience
Opportunities in the short break market
MARKET FACTORS
Exchange rates
Figure 1: Annual average exchange rates for Sterling against the euro and US Dollar, 2000-04
Declining ferry business
Figure 2: Passenger carryings on ferry and Eurotunnel between the UK and the Continent, 1998-2004
Population – lifestage
Figure 3: Adult population, by lifestage, 2000-10
The economy
Figure 4: PDI, consumer expenditure and savings ratio at 2000 prices, 2000-10
The weather
Figure 5: Annual temperature, sunshine and rainfall in the UK, 2002-04
The total holiday market
Figure 6: Domestic and overseas holidays and expenditure, 2000-05
Multiple holidays are becoming more common
Figure 7: How last holiday abroad was booked by number of holidays taken, 1999-2004
Car ownership
Figure 8: Trends in the number of cars in the UK by the population, 2000-10
MARKET SIZE AND SEGMENTATION
 CAMPING AND CARAVANNING IN THE UK
UK caravan, motor homes and park homes production and use
Figure 9: UK caravan, motor home and park home production, 2000-04
Figure 10: Caravans, motor homes and caravan holiday homes in use in the UK, 2002/03
Camping or caravanning holidays taken in the UK
Figure 11: Camping/caravanning holiday taken for last domestic holiday, 2000-04
Declining holiday duration
Figure 12: Duration of last domestic camping/caravanning holiday, 2000-04
Transportation
Figure 13: Method of transport used for last domestic camping/caravanning holiday, 2000-04
Areas visited
Figure 14: Countries/towns visited for last domestic camping/caravanning holiday, 2000-04
 CAMPING AND CARAVANNING ABROAD
Figure 15: Camping/caravanning holiday taken for last holiday abroad, 2000-04
Length of holiday
Figure 16: Duration of last camping/caravanning holiday abroad, 2000-04
Transportation methods used
Figure 17: Method of transport used for last camping/caravanning holiday abroad, 2000-04
Countries visited
Figure 18: Countries visited for last camping/caravanning holiday abroad, 2000-04
DISTRIBUTION
 CAMPING HOLIDAYS IN THE UK
Time of booking
Figure 19: When last domestic camping/caravanning holiday was booked, 2000-04
How booked
Figure 20: How last domestic camping/caravanning holiday was booked, 2000-04
Figure 21: Method of booking for last domestic camping/caravanning holiday, 2003 and 2004
 CAMPING/CARAVANNING HOLIDAYS ABROAD
Time of booking
Figure 22: When last camping/caravanning holiday abroad was booked, 2000-04
How booked
Figure 23: How last camping/caravanning holiday abroad was booked, 2000-04
Figure 24: Method of booking for last camping/caravanning holiday abroad, 2004
THE SUPPLY STRUCTURE
 CAMPING AND CARAVANNING CLUBS/ASSOCIATIONS
The Camping and Caravanning Club
The Caravan Club
Other camping and caravanning clubs/associations
National Caravan Council
The British Holiday & Home Parks Association
 CAMPING AND CARAVANNING OPERATORS
Bourne Leisure
Figure 25: Location of Haven and British Holidays UK holiday parks which allow camping and caravanning, 2005
Canvas Holidays
Figure 26: Site locations Canvas Holidays, by country, 2005
Cinque Ports Leisure
Figure 27: Site locations Cinque Ports, by county, 2005
GB Holiday Parks
Figure 28: Site locations GB Holidays, by country, 2005
Haven Europe
Holidaybreak plc
Figure 29: Site locations for holidaybreak, by country, 2003
Figure 30: Holidaybreak, camping division, financial data, 2000-04
Parkdean Holidays
Figure 31: Site locations Parkdean Holidays, by area, 2005
Others
THE CONSUMER
 CAMPING AND CARAVANNING HOLIDAYS TAKEN ABROAD – INDEPENDENT VERSUS PACKAGED
Figure 32: Camping and caravanning holidays ever taken abroad, October 2004
 DETAILED TYPES OF CAMPING OR CARAVANNING HOLIDAYS TAKEN IN THE UK OR ABROAD
Figure 33: Detailed types of camping and caravanning accommodation used during the past three years in the UK and abroad, 1999-2004
Figure 34: Netted types of camping and caravanning accommodation used during the past three years in the UK and abroad, by gender, age and socio-economic group, October 2004
Figure 35: Netted types of camping and caravanning accommodation used during the past three years in the UK and abroad, by region and ACORN category, October 2004
Figure 36: Netted types of camping and caravanning accommodation used during the past three years in the UK and abroad, by detailed lifestage groups, October 2004
Figure 37: Netted types of camping and caravanning accommodation used during the past three years in the UK and abroad, by media, supermarket usage and commercial TV viewing, October 2004
THE CONSUMER – DETAILED DEMOGRAPHICS
Camping and caravanning holidays taken abroad – independent versus package
Figure 38: Camping or caravanning holidays ever taken abroad, independent versus package, by gender, age and socio-economic group, October 2004
Figure 39: Camping or caravanning holidays ever taken abroad, independent versus package, by region and ACORN category, October 2004
Figure 40: Camping or caravanning holidays ever taken abroad, independent versus package, by detailed lifestage groups, October 2004
Figure 41: Camping or caravanning holidays ever taken abroad, independent versus package, by media, supermarket usage and commercial TV viewing, October 2004
Detailed types of camping or caravanning holidays taken
Figure 42: Detailed types of camping or caravanning holiday taken in the UK or abroad in the last three years, by gender, age and socio-economic group, October 2004
Figure 43: Detailed types of camping or caravanning holiday taken in the UK or abroad in the last three years, by region and ACORN category, October 2004
Figure 44: Detailed types of camping or caravanning holiday taken in the UK or abroad in the last three years, by detailed lifestage, October 2004
Figure 45: Detailed types of camping or caravanning holiday taken in the UK or abroad in the last three years, by media, supermarket usage and commercial TV viewing, October 2004
CONSUMER BEHAVIOUR AND TARGETING OPPORTUNITIES
 ATTITUDES TOWARDS CAMPING OR CARAVANNING HOLIDAYS IN THE UK
Figure 46: Statements towards camping or caravanning in the UK agreed with, October 2004
 ATTITUDES TOWARDS CAMPING OR CARAVANNING HOLIDAYS ABROAD
Figure 47: Statements towards camping or caravanning abroad agreed with, October 2004
 CAMPING AND CARAVANNING TARGET GROUPS
Home Campers/Caravanners (19% of the sample or 9.3 million adults)
Caravanners (16% of the sample or 7.8 million adults)
Indifferent (42% of the sample or 20.5 million adults)
Anti-campers/Caravanners (24% of the sample or 11.7 million adults)
Target groups by type of accommodation used
Figure 48: Target groups by type of camping and caravanning accommodation used during the past three years, October 2004
Target groups by attitudes towards camping or caravanning holidays in the UK
Figure 49: Target groups by attitudes towards camping or caravanning holidays in the UK, October 2004
Target groups by attitudes towards camping or caravanning holidays abroad
Figure 50: Target groups by attitudes towards camping or caravanning holidays abroad, October 2004
 OPTIMUM TARGETING
Figure 51: Optimum targeting, by type of accommodation chosen, October 2004
CONSUMER BEHAVIOUR AND TARGETING OPPORTUNITIES – DETAILED DEMOGRAPHICS
 ATTITUDES TOWARDS CAMPING AND CARAVANNING IN THE UK
Most popular attitudes
Figure 52: Most popular attitudes towards camping or caravanning in the UK, by gender, age and socio-economic group, October 2004
Figure 53: Most popular attitudes towards camping or caravanning in the UK, by region and ACORN category, October 2004
Figure 54: Most popular attitudes towards camping or caravanning in the UK, by detailed lifestage groups, October 2004
Figure 55: Most popular attitudes towards camping or caravanning in the UK, by media, supermarket usage and commercial TV viewing, October 2004
Other attitudes
Figure 56: Other attitudes towards camping or caravanning in the UK, by gender, age and socio-economic group, October 2004
Figure 57: Other attitudes towards camping or caravanning in the UK, by region and ACORN category, October 2004
Figure 58: Other attitudes towards camping or caravanning in the UK, by detailed lifestage groups, October 2004
Figure 59: Other attitudes towards camping or caravanning in the UK, by media, supermarket usage and commercial TV viewing, October 2004
 ATTITUDES TOWARDS CAMPING AND CARAVANNING ABROAD
Most popular attitudes
Figure 60: Most popular attitudes towards camping or caravanning abroad, by gender, age and socio-economic group, October 2004
Figure 61: Most popular attitudes towards camping or caravanning abroad, by region and ACORN category, October 2004
Figure 62: Most popular attitudes towards camping or caravanning abroad, by detailed lifestage groups, October 2004
Figure 63: Most popular attitudes towards camping or caravanning abroad, by media, supermarket usage and commercial TV viewing, October 2004
Other attitudes
Figure 64: Other attitudes towards camping or caravanning abroad, by gender, age and socio-economic group, October 2004
Figure 65: Most popular attitudes towards camping or caravanning abroad, by region and ACORN category, October 2004
Figure 66: Other attitudes towards camping or caravanning abroad, by detailed lifestage groups, October 2004
Figure 67: Other attitudes towards camping or caravanning abroad, by media, supermarket usage and commercial TV viewing, October 2004
 CAMPING AND CARAVANNING TARGET GROUPS
Figure 68: Target groups for camping and caravanning, by gender, age and socio-economic group, October 2004
Figure 69: Target groups for camping and caravanning, by region and ACORN category, October 2004
Figure 70: Target groups for camping and caravanning, by detailed lifestage groups, October 2004
Figure 71: Target groups for camping and caravanning, by media, supermarket usage and commercial TV viewing, October 2004
THE FUTURE
Improved accommodation to help drive demand
Park homes
The holiday market and short-breaks
FORECAST
Scenario 1
Figure 72: Forecast of camping and caravanning target groups, Scenario 1, 2004-10
Scenario 2
Figure 73: Forecast of camping and caravanning target groups, Scenario 2, 2004-10
Scenario 3
Figure 74: Forecast of camping and caravanning typologies, Scenario 3, 2004-10