Table of Contents
Executive Summary
-
- The market
- Market falls back from peak but returns to growth in 2015
- Market value decline reduced by increased spend per trip
- Forecasts predict volume increase with slightly stronger value growth
-
- Figure 1: Forecast of domestic camping and caravanning market, by number of trips, 2015-20
- Companies and brands
- A clear market leader emerges in holiday parks
-
- Figure 2: Leading UK holiday park operators, by number of sites, April 2016
- Two main multi-site players in camp and caravan sites segment
- Innovation focuses on premium options, tech and convenience
- The consumer
- Just under four in ten have been in past three years
-
- Figure 3: Experience of camping and caravanning in the past three years, February 2016
- Large base of lapsed and potential users
-
- Figure 4: Experience of camping and caravanning among people who haven’t been in the past three years, February 2016
- Scope for more flexible purchase/finance options
-
- Figure 5: Ownership and purchasing intentions for camping and caravanning accommodation, February 2016
- 0% finance is a draw for potential caravan purchasers
-
- Figure 6: Factors influencing purchase of a towed caravan, February 2016
- Planning of static and towed caravan holidays is most advanced
-
- Figure 7: Camping and caravanning intentions for 2016, February 2016
- More internal luxury is biggest incentive for greater static caravan use
-
- Figure 8: Factors influencing people to go or go more often on holiday in a static caravan/mobile home, by experience of holidaying in a static caravan/mobile home in the past three years, February 2016
- Getting away from it all is the biggest appeal of camping in a tent
-
- Figure 9: Attitudes towards camping in a tent, by experience of camping in a tent in the past three years, February 2016
- Multi-destination trips are key to appeal of motorhomes
-
- Figure 10: Types of motorhome trip people would take, February 2016
- Time to shift marketing focus of camping to adventure and fun aspects
-
- Figure 11: Correspondence analysis – Attribute association with camping and caravanning accommodations, February 2016
- What we think
Issues and Insights
-
- How can operators shift the focus on camping in a tent away from being the cheap holiday option?
- The facts
- The implications
- What can holiday parks do to extend their appeal without alienating their core customer?
- The facts
- The implications
The Market – What You Need to Know
-
- Market falls back from peak but returns to growth in 2015
- Market value decline reduced by increased spend per trip
- Forecasts predict volume increase with slightly stronger value growth
- Most sectors have declined but 2015 was a better year
- Statics dominate camping and caravanning revenues
- Motorhome sales lead the way
Market Size and Forecast
-
- Market falls back from its downturn/staycation peak
- A longer-term threat…
- …but an opportunity as well
-
- Figure 12: Camping and caravanning, by volume (trips taken), domestic and overseas, 2010-20
- Market value decline reduced by increased spend per trip
-
- Figure 13: Camping and caravanning market, by value (expenditure)*, 2010-20
- Forecast
-
- Figure 14: Forecast of domestic camping and caravanning market, by number of trips, 2015-20
- Figure 15: Forecast of overseas camping and caravanning market, by number of trips, 2015-20
- Figure 16: Forecast of domestic camping and caravanning market, by value, 2015-20
- Forecast methodology
Segment Performance
-
- Most sectors have declined but 2015 was a better year
-
- Figure 17: Volume of domestic camping and caravanning trips, by segment, 2011-15
- Nearly two thirds of camping and caravanning trips are short breaks
- England accounts for largest share of trips
- Statics dominate revenues
-
- Figure 18: Expenditure on domestic camping and caravanning trips, by segment, 2011-15
- Rented static caravans have highest spend per trip
-
- Figure 19: Average spend per trip for camping and caravanning, by segment, 2011-15
Market Drivers
-
- Trends in domestic holiday trips and expenditure
-
- Figure 20: Estimated domestic holiday market volume and value*, 2010-15
- Trends in overseas holiday trips and expenditure
-
- Figure 21: Estimated overseas holiday market volume and value*, 2010-15
- Petrol costs
-
- Figure 22: Trends in petrol and diesel prices, February 2013-February 2016
- Real incomes growing again after years of being squeezed
-
- Figure 23: Trends in retail prices versus wage growth, January 2011-January 2016
- Motorhome sales lead the way
-
- Figure 24: UK leisure caravan production statistics, 2010-15
- Weather
-
- Figure 25: UK sunshine trends, by month, 2014 and 2015
- Figure 26: UK rainfall trends, by month, 2014 and 2015
- The increasing need for children and adults to reconnect with nature
Key Players – What You Need to Know
-
- A fragmented industry
- A clear market leader emerges in holiday parks
- Two main multi-site players in camp and caravan sites segment
- Park Holidays looks to lodges for owner growth
- Apps aim to streamline the planning and booking process
- Guide-led tours let the experts take the strain
- Inflatable pole technology makes putting tents up easier and quicker
Market Share
-
- A fragmented industry
- Holiday parks
-
- Figure 27: Leading UK holiday park operators, by number of sites, April 2016
- Campsites and caravan sites
Launch Activity and Innovation
-
- Parkdean brings lodges to life with video
- Haven promotes the link with nature and the outdoors
- Park Holidays looks to lodges for owner growth
- Ready Camp seeks to tap into glamping demand
- Apps aim to streamline the planning and booking process
- Guide-led tours let the experts take the strain
- Elddis takes the strain out of caravan set-up
- Inflatable pole technology makes putting tents up easier and quicker
The Consumer – What You Need to Know
-
- Just under four in ten have been in past three years
- Large base of lapsed and potential users
- Scope for more flexible purchase/finance options
- 0% finance is a draw for potential caravan purchasers
- Planning of static and towed caravan holidays is most advanced
- More luxurious-looking internal accommodation is biggest incentive
- Getting away from it all is the biggest appeal of camping in a tent
- Multi-destination trips are key to appeal of motorhomes
- Time to shift marketing focus of camping to adventure and fun aspects
- Towed caravans lack a strong image
- Motorhomes/campervans promise adventure and fun
- Statics have a clear proposition
Experience of Camping and Caravanning
-
- Just under four in ten have been in past three years
-
- Figure 28: Experience of camping and caravanning in the past three years, February 2016
- Opportunity to target multi-generational groups
-
- Figure 29: Experience of camping and caravanning in the past three years, by age, February 2016
- Large base of lapsed and potential users
-
- Figure 30: Experience of camping and caravanning among people who haven’t been in the past three years, February 2016
Ownership and Purchasing Intentions
-
- Scope for more flexible purchase/finance options
-
- Figure 31: Ownership and purchasing intentions for camping and caravanning accommodation, February 2016
Factors Influencing Purchase of a Towed Caravan
-
- 0% finance is a draw for potential caravan purchasers
-
- Figure 32: Factors influencing purchase of a towed caravan, February 2016
Camping and Caravanning Intentions for 2016
-
- Planning of static and towed caravan holidays is most advanced
-
- Figure 33: Camping and caravanning intentions for 2016, February 2016
- Three quarters of tent campers plan to go again in 2016
-
- Figure 34: Tent holiday intentions for 2016, by experience of tent holidays in the past three years, February 2016
- Potential to increase off-peak footfall
-
- Figure 35: Static caravan/mobile home holiday intentions for 2016, by experience of static caravan/mobile home holidays in the past three years, February 2016
Factors Influencing Holidaying in Static Caravans
-
- More luxurious-looking internal accommodation is biggest incentive
-
- Figure 36: Factors influencing people to go or go more often on holiday in a static caravan/mobile home, by experience of holidaying in a static caravan/mobile home in the past three years, February 2016
- Security more of an issue for those yet to book for 2016
-
- Figure 37: Factors influencing people to go or go more often on holiday in a static caravan/mobile home, by static caravan/mobile home holiday intentions in 2016, February 2016
Attitudes towards Camping in a Tent
-
- Getting away from it all is the biggest appeal of camping in a tent
- Reconnecting with nature is another key draw
-
- Figure 38: Attitudes towards camping in a tent, by experience of camping in a tent in the past three years, February 2016
Types of Motorhome Trip People Would Take
-
- Multi-destination trips are key to appeal of motorhomes
-
- Figure 39: Types of motorhome trip people would take, February 2016
Camping and Caravanning Correspondence Analysis
-
- Methodology
- Still demand for cost-effective holiday options
- Time to shift marketing focus of camping to adventure and fun aspects
- Towed caravans lack a strong image
- Motorhomes/campervans promise adventure and fun
- Statics have a clear proposition
-
- Figure 40: Correspondence analysis – Attribute association with camping and caravanning accommodations, February 2016
- Figure 41: Attributes associated with camping and caravanning, February 2016
- Perception versus reality: Camping in a tent
-
- Figure 42: Correspondence analysis for types of camping accommodation – Tent, by whether camped in a tent in past three years, February 2016
- Perception versus reality: Staying in a static caravan/mobile home
-
- Figure 43: Correspondence analysis for types of camping accommodation – Static caravan/mobile home, by whether stayed in a static caravan/mobile home in past three years, February 2016
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
- Domestic trips forecast
-
- Figure 44: Forecast of domestic camping and caravanning market, by number of trips, 2015-20
- Overseas trips forecast
-
- Figure 45: Forecast of overseas camping and caravanning market, by number of trips, 2015-20
- Domestic value forecast
-
- Figure 46: Forecast of domestic camping and caravanning market, by value, 2015-20
- Forecast methodology
Back to top