Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total number and forecast of camping and caravanning holidays, 2006-16
- Figure 2: Estimated volume of UK camping and caravanning holidays, by segment, 2011
- Market factors
- Two or three trips most likely
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- Figure 3: Percentage of adults booking UK and overseas holidays, 2010 and 2011
- Average domestic holiday spend increases
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- Figure 4: Total number of domestic holidays, 2006-11
- Figure 5: Average expenditure on domestic holidays, 2006-11
- Weather impact
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- Figure 6: Mean UK annual temperatures and rainfall, 2000-11
- VAT change for statics
- C2 and AB surge forecast
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- Figure 7: Forecast adult population growth, by socio-economic group, 2011-16
- Ageing challenge
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- Figure 8: Forecast trends in the age structure of the UK population, 2011-16
- Figure 9: Forecast trends in the lifestage structure of the UK population, 2011-16
- Companies, brands and innovation
- The consumer
- Six in ten have been camping or caravanning
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- Figure 10: Camping and caravanning holidays taken, February 2012
- South West/West Country top destination
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- Figure 11: Top locations of camping or caravanning holidays (UK and overseas) in the last three years, February 2012
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- Figure 12: Trends in camping or caravanning holiday country location choice, January 2011 vs February 2012
- Positive impression
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- Figure 13: Attitudes towards camping and caravanning holidays, February 2012
- What we think
Issues in the Market
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- How can operators take advantage of the 2012 Olympics?
- Will the staycation trend continue?
- How can camping and caravanning trips be positioned to ‘win back’ lapsed holidaymakers?
- What are the spending challenges facing camping and caravanning holidaymakers?
Future Opportunities
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- Trend: Carnivore, Herbivore...Locavore
- Trend: Click and Connect
Internal Market Environment
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- Key points
- Two thirds of adults take holidays
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- Figure 14: Percentage of adults booking UK and overseas holidays, 2010 and 2011
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- Figure 15: Total number of holidays and expenditure, 2006-11
- Fourth year of staycation trend
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- Figure 16: Total number of domestic holidays and expenditure, 2006-11
- Overseas holiday volume flat, while spending falls
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- Figure 17: Total number of overseas holidays and expenditure, 2006-11
- Average domestic spend increasing
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- Figure 18: Average expenditure on domestic holidays, 2006-11
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- Figure 19: Average annual unleaded petrol and diesel prices, 2006-12
- Figure 20: Monthly UK petrol, diesel and oil price trends, January 2009-January 2012
- Overseas average expenditure drops
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- Figure 21: Average expenditure on overseas holidays, 2006-11
- European surge; euro rate improves slightly
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- Figure 22: Outbound holiday visits, by region visited, 2006-11
- Figure 23: Annual average exchange rates for Sterling, 2007-12*
- Temperature rises for 2011
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- Figure 24: Mean UK annual temperatures and rainfall, 1960-2011
- Figure 25: UK weather trends, 2006-11
- Statics hit by VAT
Broader Market Environment
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- Key points
- Family fortunes
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- Figure 26: Forecast adult population trends, by lifestage, 2006-16
- Figure 27: UK households, by size, 2006-16
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- Figure 28: Trends in the age structure of the UK population, 2011-16
- Figure 29: Trends and projections in the UK population, by age group, 2006-16
- The value of value
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- Figure 30: Forecast adult population trends, by socio-economic group, 2006-16
- It’s the economy
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- Figure 31: GDP quarterly percentage change, Q1 2006-Q4 2011
- Figure 32: UK Consumer Confidence Index, January 2008-February 2012
- Online in the UK
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- Figure 33: Broadband penetration, by demographics, 2006-11
Competitive Context
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- Key points
- Olympic hotel warnings suggest opportunities
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- Figure 34: Market size by volume of trips and nights staying in UK hotels, by domestic and inbound visits, 2006-11
- Holiday centre stays up
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- Figure 35: Volume and value of the UK holiday centres market, 2006-11
- Costs shift for overseas destinations
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- Figure 36: Hotel price comparison across the 45 most popular European cities (excluding the UK), January 2009-January 2012
- Figure 37: Post Office Holiday Costs Barometer, 2011 and 2012
Who’s Innovating?
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- Key points
- The great indoors
- Bus, ‘copter…tank?
- Caravans for bikes, caravans for autumn
- Time for change
- Done in 60 seconds
- Zoos and gardens
- Online and overseas
- ‘Greenest ever’
Market Size and Forecast
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- Key points
- Growth resumes
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- Figure 38: Camping and caravanning holidays taken in the UK (including owned statics) and overseas, 2006-16
- Figure 39: Camping and caravanning holidays taken in the UK (excluding owned statics) and overseas, 2006-16
- Forecasts
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- Figure 40: Total number and forecast of camping and caravanning holidays, 2006-16
- Figure 41: Total number and forecast of camping and caravanning holidays taken in the UK (including owned statics), 2006-16
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- Figure 42: Total number and forecast of camping and caravanning holidays taken in the UK (excluding owned statics), 2006-16
- Figure 43: Total number and forecast of overseas camping and caravanning holidays, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- All segments return to growth
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- Figure 44: Volume of UK camping and caravanning holidays, by segment, 2006-11
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- Figure 45: Value of UK camping and caravanning holidays, by segment, 2006-11
- Figure 46: Estimated average expenditure on UK camping and caravanning holidays, by segment, 2006-11
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- Figure 47: Average expenditure on UK camping and caravanning holidays, by segment vs average domestic and overseas holiday spend, 2011
- Lazy days
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- Figure 48: Activities enjoyed during holidays/short breaks by camping/caravanning holidaymakers, 2010 and 2011
Market Share
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- Key points
- Hotels hold up against travel drop
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- Figure 49: Domestic trips accommodation (including holidays, business, VFR and other purposes), 2006-10
Companies and Products
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- Vacansoleil
- Park Resorts
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- Figure 50: Key financials for Park Resorts Ltd, 2010 and 2011
- National Caravan Council
- Hoseasons
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- Figure 51: Key financials for The Hoseasons Group Ltd, 2009 and 2010
- Haven Holidays
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- Figure 52: Key financials for Haven Leisure Ltd, 2009 and 2010
- Forest Holidays
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- Figure 53: Key financials for Forest Holidays LLP, 2010 and 2011
- Eurocamp/Keycamp
- The Caravan Club
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- Figure 54: Key financials for The Caravan Club Ltd, 2009 and 2010
- Canvas Holidays
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- Figure 55: Key financials for Canvas Holidays Ltd, 2009 and 2010
- The Camping and Caravanning Club
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- Figure 56: Key financials for The Camping and Caravanning Club Ltd, 2010 and 2011
Camping and Caravanning Holidays Taken
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- Key points
- Six in ten have been camping/caravanning
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- Figure 57: Camping and caravanning holidays taken, January 2011 and February 2012
- Age and family indicators
- Lapsed users and luxury
- Type of takers
- Non-users
Location of Camping and Caravanning Holidays
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- Key points
- More than nine in ten travelled in UK
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- Figure 58: Location of camping or caravanning holiday in the last three years, February 2012
- Destinations don’t change
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- Figure 59: Camping or caravanning location choice, January 2011 vs February 2012
- Going local
- Caravans confer freedom
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- Figure 60: Location of camping or caravanning holiday in the last three years, by type of camping or caravanning holiday, February 2012
- Overseas loyalty
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- Figure 61: Attitudes towards camping and caravanning holidays, by camping or caravanning location choice in the last three years, February 2012
Attitudes Towards Camping and Caravanning Holidays
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- Key points
- Positive attitudes prominent
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- Figure 62: Attitudes towards camping and caravanning holidays, 2009-12
- Gender, age – and kids
- Value perception cuts across demographics
- The negatives
- The planners
- Opinions of the yes and no camp
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- Figure 63: Attitudes towards camping and caravanning holidays, by holidays taken, February 2012
Targeting Opportunities
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- Key points
- Target groups
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- Figure 64: Camping and caravanning holidays target groups, February 2012
- Continual Campers
- Demographic profile
- Marketing message
- Could Camp
- Demographic profile
- Marketing message
- Camped Out
- Demographic profile
- Marketing message
- Camp Apathetic
- Demographic profile
- Marketing message
- The Negative Camp
- Demographic profile
- Marketing message
Appendix – Market Size and Forecast
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- Figure 65: Forecast of camping and caravanning holiday volume, best and worst case scenarios, 2011-16
- Figure 66: Forecast of camping and caravanning holidays taken in the UK (including owned statics) volume, best and worst case scenarios, 2011-16
- Figure 67: Forecast of camping and caravanning holidays taken in the UK (excluding owned statics) volume, best and worst case scenarios, 2011-16
- Figure 68: Forecast of overseas camping and caravanning holiday volume, best and worst case scenarios, 2011-16
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Appendix – Camping and Caravanning Holidays Taken
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- Figure 69: Experience of camping and caravanning holidays taken, by demographics, February 2012
- Figure 70: Other experience of camping and caravanning holidays taken, by demographics, February 2012
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Appendix – Location of Camping and Caravanning Holidays
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- Figure 71: Location of camping or caravanning holiday in the last three years, by demographics, February 2012
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Appendix – Attitudes Towards Camping and Caravanning Holidays
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- Figure 72: Attitudes towards camping and caravanning holidays, by location of camping or caravanning holiday in the last three years, February 2012
- Figure 73: Most popular attitudes towards camping and caravanning holidays, by demographics, February 2012
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- Figure 74: Next most popular attitudes towards camping and caravanning holidays, by demographics, February 2012
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Appendix – Targeting Opportunities
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- Figure 75: Camping and caravanning holidays taken in the last three years, by target groups, February 2012
- Figure 76: Attitudes towards camping and caravanning holidays, by target groups, February 2012
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- Figure 77: Target groups, by demographics, February 2012
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