Table of Contents
Executive Summary
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- Impact of COVID-19 on camping and caravanning
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on camping and caravanning, 8 January 2021
- The market
- Camping and caravanning could benefit from a further staycation summer in 2021
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- Figure 2: Camping and caravanning market, by volume*, 2015-25
- Figure 3: Camping and caravanning market, by value (expenditure)*, 2015-25
- Companies and brands
- COVID could lead to further consolidation in the holiday parks sector
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- Figure 4: Leading UK holiday park operators, by number of sites, December 2020
- Camping supply continues to grow with new pop-up sites, increased glamping options and the rise of aggregator sites
- The consumer
- Market penetration is rising again but remains short of the levels achieved earlier in the last decade
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- Figure 5: Experience of camping and caravanning in the past three years, January 2013-October 2020
- Rise seen in numbers of people camping and caravanning abroad over the past three years
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- Figure 6: Camping/caravanning holiday destinations, October 2020
- Low cost and engagement with nature & the great outdoors are the core attractions
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- Figure 7: Attractions of camping and caravanning, October 2020
- Premium possibilities on the increase
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- Figure 8: Interest in premium camping and caravanning products, October 2020
- ‘#vanlife’ trend has potential to double in size
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- Figure 9: Interest in camping/caravanning experiences and services, October 2020
- Static caravan sales could benefit from Brexit
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- Figure 10: Interest in purchasing camping/caravanning accommodation, October 2020
Issues and Insights
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- Re-wilding people
- Accommodating camping’s sharp gender divide
- A renewed focus on wellbeing after COVID can help to build engagement with outdoor holidays
The Market – Key Takeaways
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- Spike in summer demand helped to mitigate the COVID disruption in 2020
- Prior to 2020 statics and campervans saw a strong growth trend and camping spend was rising
- After a disrupted start 2021 could see another staycation summer for camping and caravanning
- Brexit could boost holiday park home purchases
- Pop-up camping trend can provide a flexible response to a warming climate
Market Size, Segmentation and Forecast
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- Another staycation summer could kick-start market recovery in 2021
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- Figure 11: Short-, medium- and long-term impact of COVID-19 on camping and caravanning, 8 January 2021
- Camping and caravanning showed a flat volume trend between 2015 and 2019 …
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- Figure 12: Camping and caravanning market, by volume, 2015-19
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- Figure 13: Camping and caravanning market, by value (expenditure)*, 2015-19
- … but static caravan rentals have been rising …
- … camping spend has risen …
- … and the campervan craze has taken off
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- Figure 14: Volume of domestic camping and caravanning trips, by segment, 2016-19
- Figure 15: Value (expenditure)* of domestic camping and caravanning trips, by segment, 2016-19
- A summer resurgence mitigated some of the COVID impact in 2020
- Overall capacity was reduced but pop-up campsites helped to meet the spike in demand
- Full-year volumes estimated to be a third down on 2019 but the market fared better than many travel sectors
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- Figure 16: Camping and caravanning market, by volume, 2015-20
- Figure 17: Camping and caravanning market, by value (expenditure)*, 2015-20
- 2021 is expected to be a transitional year with a further summer spike possible
- Possible impact of recession on camping & caravanning: 2020-21 versus 2008-09
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- Figure 18: Domestic camping and caravanning market, by volume and value (expenditure)*, 2007-11
- Steady growth curve expected from 2022 onwards
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- Figure 19: Camping and caravanning market, by volume, 2015-25
- Figure 20: Camping and caravanning market, by value (expenditure)*, 2015-25
- Forecasts
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- Figure 21: Camping and caravanning market, by volume*, 2015-25
- Figure 22: Camping and caravanning market, by value (expenditure)*, 2015-25
- Forecast methodology
Market Background
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- Motorhome production numbers have doubled over the past decade
- Static caravan production reflects major investment from park operators
- Brexit could boost second home holiday parks market
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- Figure 23: UK leisure caravan production statistics, 2010-2020
- The warming UK climate
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- Figure 24: UK weather trends, 2011-20
- Pop-up trend can help the market respond quickly to record-breaking weather spells
- Wild camping caused havoc in some rural areas in summer 2020
- Wild but responsible
Companies and Brands – Key Takeaways
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- Parkdean and Haven are the leading park operators
- COVID could lead to further consolidation in parks sector
- Streamed entertainment is here to stay in parks
- Parks are investing in outdoor family activity
- Up to 13,000 smaller camping, glamping, and touring sites in the UK
- Pop-up sites, boutique camping and campervan rentals for digital nomads
Market Share
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- Parkdean and Haven are the leading holiday park players
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- Figure 25: Leading UK holiday park operators, by number of sites in December 2020 and revenue 2017-19
- Incremental changes in park ownership seen since 2018
- Investment focus is on accommodation and facilities
- COVID could lead to further consolidation in parks sector
- Around 9,500-13,000 UK campsites and caravan sites
- Glamping supply steadily increasing
- 2020 saw an influx of new pop-up sites
- Eurocamp is the overseas camping and caravanning market leader
Launch Activity and Innovation
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- Boutique camping
- #vanlife
- WFV (Working from van)
- Streamed entertainment offers new possibilities for holiday parks
- Outdoor activity trend is likely to be accelerated
The Consumer – Key Takeaways
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- The underlying consumer participation trend is upwards despite the COVID disruption
- Lean and green holidays
- Budget appeal is core but interest in premium camping and caravanning is also rising
- Instagrammable accommodation is becoming part of the camping experience
- Campervan market has the potential to double in size
Impact of COVID-19 on Consumer Behaviour
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- No sign of recovery in holiday booking confidence
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- Figure 26: Holiday booking and intentions, August 2019-December 2020
- Over-45s have cut their holiday spending the heaviest
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- Figure 27: Holiday booking and intentions, December 2020
- But travel remains a high priority …
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- Figure 28: Post-pandemic priorities, May 2020
- … and a release of pent-up consumer demand is likely during 2021
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- Figure 29: Financial situation of consumers, February 2009-December 2020
Experience of Camping and Caravanning
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- Camping/caravanning market reach has risen 2 percentage points since 2018 despite the pandemic
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- Figure 30: Experience of camping and caravanning in the past three years, January 2013-October 2020
- Campervan trips show the most sustained rise
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- Figure 31: Experience of camping and caravanning in the past three years, February 2016-October 2020
- 3 in 10 under-35s have camped in the past three years
- Camping has a wide socio-economic appeal
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- Figure 32: Experience of camping and caravanning in the past three years, by age group, October 2020
- Figure 33: Experience of camping and caravanning in the past three years, by socio-economic group, October 2020
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- Figure 34: Experience of camping and caravanning in the past three years, by household income, October 2020
- Families are the most likely to go camping and caravanning
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- Figure 35: Experience of camping and caravanning in the past three years, by age of children in household, October 2020
- Campervan and glamping trips peak in higher income groups
- The market has the potential to grow from 41% to 65% of consumers
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- Figure 36: Potential interest in camping and caravanning among those who have not been in the past three years, October 2020
- Half of campers/caravanners have taken four trips or fewer
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- Figure 37: Numbers of camping/caravanning holidays ever taken, October 2020
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- Figure 38: date of last camping/caravanning holiday, October 2020
Camping and Caravanning Locations
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- Rise seen in overseas camping/caravanning
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- Figure 39: Camping/caravanning holiday destinations, October 2020 versus October 2018
- West Country is the most popular destination
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- Figure 40: Camping/caravanning holiday destinations (continued), October 2020 versus October 2018
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- Figure 41: Camping/caravanning holiday destinations, by type of trip, October 2020 versus October 2018
Attractions of Camping and Caravanning
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- Affordability remains central to the camping and caravanning consumer
- Solo camping offers alternative to single supplements
- Outdoor freedom is the emotional appeal of camping and caravanning
- COVID can be the catalyst for outdoor activity
- Free-range children
- Crowd avoidance can be a strength for camping and caravanning
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- Figure 42: Attractions of camping and caravanning, October 2020
- Outdoor life is most important for campers and campervanners
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- Figure 43: Attractions of camping and caravanning, by type of trip been on in the last 3 years. October 2020
- Immersion in nature is the key to attracting new campers
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- Figure 44: Attractions of camping and caravanning, by ‘experience group’, October 2020
Camping and Caravanning – Premiumisation
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- Premium camping and caravanning has big potential
- ‘Instagrammable’ accommodation is becoming part of the holiday experience
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- Figure 45: Interest in premium camping and caravanning products, October 2020
- Female campers/caravanners are far more luxury-oriented than men
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- Figure 46: Interest in premium camping and caravanning products, by gender, October 2020
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- Figure 47: Interest in premium camping and caravanning products, fathers versus mothers, October 2020
- Festival-goers and £75K+ households favour glamping
- Luxury statics and lodges can attract back lapsed campers
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- Figure 48: Interest in premium camping and caravanning products, by ‘experience group’, October 2020
Camping and Caravanning – Other Preferences and Opportunities
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- Small is beautiful for most campers and tourers …
- … but static rental customers have divided preferences
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- Figure 49: Preference for type of camping/caravan site, October 2020
- Mums prefer larger, facility-led sites, whilst dads prefer back to basics approach
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- Figure 50: Preference for type of camping/caravan site, by gender, age and family status, October 2020
- High-tech campers versus digital detoxers
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- Figure 51: Attitudes towards technology on camping/caravan holidays, October 2020
- Short break camping/caravanning trend
- Campervan market has the potential to more than double in size
- Male campers are wild at heart
- Wellness camping retreats can be a popular specialist product
- Younger first-time campers are most in need of expert advice
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- Figure 52: Interest in camping/caravanning experiences and services, October 2020
Interest in Purchasing Motorhomes, Caravans & Tents
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- Motorhomes/campervans are the most aspirational product to own
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- Figure 53: Interest in purchasing camping/caravanning accommodation, October 2020
Holiday Intentions in the Next 12 months
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- 2021 holiday intentions point to a possible rise in camping and caravanning compared to pre-COVID levels
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- Figure 54: Holiday intentions over the next 12 months, October 2020
Appendix – Data Sources, Abbreviations, and Supporting Information
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- Abbreviations
- Consumer research methodology
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