Camping and Caravanning - UK - April 2016

OVERVIEW
What you need to know
Covered in this report
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