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Camping and Caravanning - UK - April 2013

“In the age of independent travel and individualised consumerism where traditional class identities are often weaker than in the past, the social element of going on holiday is often overlooked, apart from certain markets such as group and schools holidays. Campsites and caravan sites still provide this experience of community. This holiday style retains its greatest appeal to more working class C2D families particularly in the north but can also be more widely attractive for many: the imagery of gathering around the camp fire telling stories or singing, for example, still possesses an elemental power, perhaps more so in an age of growing social isolation and virtualised online social relationships.”

– John Worthington, Senior Analyst

Some questions answered in this report include:

  • Should camping and caravanning holidays position themselves as budget holidays?
  • What is the green appeal of camping & caravanning holidays?
  • Can camping and caravanning sites compete effectively with larger holiday centre operators?
  • What is the potential of glamping?
  • What, if anything, can be done about the weather?

 

Overseas holidays are down 20% and domestic holidays are up 10% since 2007. Household spending power has been sharply curtailed in austerity Britain. An era of conspicuous consumption has given way to one of frugality for many people. The circumstances are favourable for a major revival of camping and caravanning, one of the most affordable holiday types.

However, 2012 saw domestic camping and caravanning trips fall 6.5%, wiping out the 6.6% growth seen over the previous four years and returning to pre-recessionary 2007 levels. Record levels of rainfall are to blame. The sector remains highly sensitive to increasingly unstable weather patterns. Consumer attitudes are positive towards these holidays, but, in addition to weather, perceived lack of comfort also remains a key impediment.

This report analyses market trends, consumer preferences and attitudes towards camping and caravanning holidays, investigating the core market factors, key players and products in the industry, as well as supplying five-year volume and value forecasts for the market.

Camping and caravanning refers to holidays that use tents, trailer tents, touring caravans, caravan holiday homes, park homes and motorhomes as accommodation. Holidaymakers may own or rent their equipment, and can travel to their destination carrying their tent or towing their caravan or trailer tent. Alternatively, they can stay in caravan holiday homes (statics) or tents that are already in place at the camping or caravanning park.

An adult, for the purposes of Mintel’s research, is anyone aged 16 or over.

The standard travel and tourism definitions used in the terminology of this report are as follows:

  • tourism is any travel that involves an overnight stay away from home.
  • a holiday is a subjectively defined form of tourism, as defined by the tourist in response to surveys such as IPS or UKTS. A holiday can be distinguished from other leisure travel such as visits to friends and relatives (VFR) or shopping trips.
  • a long holiday is a holiday of four nights or more away from home; a short break is a holiday that involves one to three nights away from home.
  • short-haul refers to air holidays within Europe, dominated by flights to Mediterranean resorts but including the Canary Islands, which are treated as a part of the Spanish market. Long-haul, therefore, refers to holidays outside Europe.
  • an inclusive tour, or package holiday, is defined as the simultaneous sale of at least two elements of a holiday to the traveller: fares on public transport (eg flights) and commercial accommodation (eg hotel or self-catering apartment). Other elements, such as meals or excursions, are not essential to the definition of an inclusive tour. The term ‘all-inclusive’ is used to describe a special type of resort holiday in which food, drink, excursions and other services are provided as part of the total holiday cost.
  • an independent holiday is one in which the traveller organises and books transport and accommodation from separate sources (eg a Channel ferry crossing and a caravan site in France). seat- or flight-only is a type of independent holiday, and the terms are used to denote holidays in which travellers only purchase a return fare and thereafter book their own accommodation, car hire etc.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of domestic camping and caravanning holidays, 2007-17
              • Figure 2: Volume forecast of overseas camping and caravanning holidays, 2007-17
            • Wet blanket year
              • Market factors
                • Climate of concern
                  • New caravan supply falls
                    • Figure 3: Index of unleaded petrol prices, October 2009-March 2013
                  • Companies, brands and innovation
                    • Half a million UK pitches
                      • Figure 4: Leading UK holiday park operators, by number of sites, March 2013
                    • Caravan rentals dominated by big players
                      • Rest of industry highly fragmented
                        • Supply side is mature
                          • Overseas brands
                            • Innovations
                              • The consumer
                                • Four in ten adults have been in past three years
                                  • Figure 5: Camping and caravanning experience over the past three years, January 2013
                                • West Country is most popular location
                                  • Figure 6: UK camping/caravanning locations visited over the past three years, January 2013
                                • France twice as popular as Spain
                                  • Figure 7: Overseas camping/caravanning locations visited over the past three years, January 2013
                                • Comfort concerns
                                  • Figure 8: Reasons for not taking camping/caravanning holidays, January 2013
                                • Bog standard needs to be lifted
                                  • Figure 9: Facilities people would pay extra for on campsites/caravan sites, January 2013
                                • Back to nature
                                  • Figure 10: Attitudes towards camping/caravanning, January 2013
                                • One in five are camping/caravanning enthusiasts
                                  • Figure 11: Camping and caravanning holidays target groups, January 2013
                                • What we think
                                • Issues in the Market

                                    • Should camping and caravanning holidays position themselves as budget holidays?
                                      • What is the green appeal of camping & caravanning holidays?
                                        • Can camping and caravanning sites compete effectively with larger holiday centre operators?
                                          • What is the potential of glamping?
                                            • What, if anything, can be done about the weather?
                                            • Trend Application

                                                • Trend: Secret, Secret
                                                  • Trend: Never Say Die
                                                    • Futures: Generation Next
                                                    • Market Drivers

                                                      • Key points
                                                        • Overall holidays down 4% since 2007
                                                          • Figure 12: Total number of holidays and expenditure, 2007-12
                                                        • Short breaks help to boost domestic tourism
                                                          • Figure 13: Total number of GB domestic holidays and expenditure, 2007-12
                                                        • Overseas holidays down by 20% in five years
                                                          • Figure 14: Total number of overseas holidays and expenditure, 2007-12
                                                        • Shift from long-haul to short-haul
                                                          • Figure 15: Overseas holidays, by region visited, 2007-12
                                                        • Pump it up
                                                          • Figure 16: Average annual unleaded petrol, diesel prices and crude oil prices, 2007-12
                                                          • Figure 17: Index of unleaded petrol prices, October 2009-March 2013
                                                        • Currency ups and downs
                                                          • Figure 18: Annual average exchange rates for Sterling, 2007-12
                                                        • Rain dogs
                                                          • Figure 19: Mean UK annual temperatures and rainfall, 1960-2012
                                                          • Figure 20: UK weather trends, 2007-12
                                                        • Climate change uncertainties
                                                          • Caravan supply lines falter
                                                            • Figure 21: UK leisure caravan production statistics, 2005-12
                                                          • Government U-turn helps park industry
                                                            • Nature deficit disorder
                                                              • Online camping
                                                                • Figure 22: Broadband penetration, by demographics, 2004-11
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Camping and glamping on the move
                                                                  • Glamping up visitor attractions
                                                                    • Boot glamping for hens
                                                                      • Camping app
                                                                        • Playing out
                                                                          • Pop-up camping
                                                                            • Bear necessities
                                                                              • Retro chic
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Wash-out year cancels previous gains
                                                                                    • Figure 23: Camping and caravanning trips taken domestically and overseas, 2007-17
                                                                                  • Two and a half billion pounds spent on UK trips
                                                                                    • Figure 24: Camping and caravanning trips taken domestically and overseas, 2007-17
                                                                                  • 2013 and beyond
                                                                                    • Forecast
                                                                                      • Figure 25: Volume forecast of domestic camping and caravanning holidays, 2007-17
                                                                                      • Figure 26: Volume forecast of overseas camping and caravanning holidays, 2007-17
                                                                                      • Figure 27: Value forecast of domestic camping and caravanning holidays, 2007-17
                                                                                    • Forecast methodology
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Static rentals perform the best
                                                                                          • Figure 28: Volume of UK camping and caravanning trips, by segment, 2007-11
                                                                                        • Camping is most short break-oriented segment
                                                                                          • Cheap at the price
                                                                                            • Figure 29: Value of UK camping and caravanning holidays, by segment, 2007-11
                                                                                            • Figure 30: Estimated average expenditure on GB camping and caravanning holidays, by segment, 2007-11
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Camping/caravanning vs. other accommodation
                                                                                              • Figure 31: Volumes of trips taken in Great Britain (including holidays, business, VFR and other purposes), 2010-11
                                                                                              • Figure 32: Share of trips taken in Great Britain (including holidays, business, VFR and other purposes) by accommodation type, 2011
                                                                                              • Figure 33: Value of trips taken in Great Britain (including holidays, business, VFR and other purposes), 2010-11
                                                                                              • Figure 34: Share of trip spend in Great Britain (including holidays, business, VFR and other purposes) by accommodation type, 2011
                                                                                            • Fragmented ownership
                                                                                              • Larger park operators
                                                                                                • Figure 35: Leading UK holiday park operators, March 2013
                                                                                              • The rest
                                                                                                • Marketing agents
                                                                                                  • New investment
                                                                                                  • Companies and Products

                                                                                                      • The Camping and Caravanning Club
                                                                                                          • Figure 36: Key financials for The Camping and Caravanning Club, 2011-12
                                                                                                        • Canvas Holidays
                                                                                                            • Figure 37: Key financials for Canvas Holidays Limited, 2010-11
                                                                                                          • The Caravan Club
                                                                                                              • Figure 38: Key financials for The Caravan Club Limited, 2010-11
                                                                                                            • Eurocamp/Keycamp
                                                                                                                • Figure 39: Key financials for Holidaybreak Limited, 2010-12
                                                                                                              • Forest Holidays
                                                                                                                  • Figure 40: Key financials for Forest Holidays LLP, 2011-12
                                                                                                                • Haven Holidays
                                                                                                                    • Figure 41: Key financials for Haven Leisure Limited, 2010-11
                                                                                                                  • Hoseasons
                                                                                                                      • Figure 42: Key financials for Hoseasons Group Limited, 2010-11
                                                                                                                    • National Caravan Council
                                                                                                                      • Park Resorts
                                                                                                                          • Figure 43: Key financials for Park Resorts Limited, 2011-12
                                                                                                                        • Thomson Al Fresco
                                                                                                                          • Vacansoleil
                                                                                                                          • Camping and Caravanning Experience

                                                                                                                            • Key points
                                                                                                                              • Four in ten have been in past three years
                                                                                                                                • Figure 44: Camping and caravanning experience over the past three years, January 2013
                                                                                                                              • Age-related activity
                                                                                                                                • Camping more ABC1 than statics
                                                                                                                                  • Just 3% have been glamping in past three years
                                                                                                                                    • Gramping holidays
                                                                                                                                    • Camping and Caravanning UK Locations

                                                                                                                                      • Key points
                                                                                                                                        • Go West
                                                                                                                                          • Figure 45: UK camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                          • Figure 46: UK camping/caravanning locations visited over the past three years, by region of residence, January 2013
                                                                                                                                      • Camping and Caravanning Overseas Locations

                                                                                                                                        • Key points
                                                                                                                                          • French connection
                                                                                                                                            • Figure 47: Overseas camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                        • Reasons for Not Camping and Caravanning

                                                                                                                                          • Key points
                                                                                                                                            • Lack of comfort is key deterrent
                                                                                                                                              • Figure 48: Reasons for not taking camping/caravanning holidays, January 2013
                                                                                                                                            • Lapsed campers/caravanners migrate to other self-catering options
                                                                                                                                              • Figure 49: Reasons for not taking camping/caravanning holidays, by sub-group, January 2013
                                                                                                                                            • The holiday disenfranchised
                                                                                                                                            • Camping and Caravanning Site Facilities Preferences

                                                                                                                                              • Key points
                                                                                                                                                • Private toilets/bathing facilities are top of wish-list
                                                                                                                                                  • Figure 50: Facilities people would pay extra for on campsites/caravan sites, January 2013
                                                                                                                                                • Indoor pools are key
                                                                                                                                                  • On your bike
                                                                                                                                                    • Entertainment and hot tubs
                                                                                                                                                    • Attitudes Towards Camping and Caravanning

                                                                                                                                                      • Key points
                                                                                                                                                        • Natural born campers
                                                                                                                                                          • Figure 51: Attitudes towards camping/caravanning, January 2013
                                                                                                                                                        • Community spirit
                                                                                                                                                          • Freedom of a towed caravan
                                                                                                                                                            • Glamping interest is high
                                                                                                                                                              • Status anxieties in the young
                                                                                                                                                              • Targeting Opportunities

                                                                                                                                                                • Key points
                                                                                                                                                                  • Figure 52: Camping and caravanning holidays target groups, January 2013
                                                                                                                                                                • Carry on Camping
                                                                                                                                                                  • Demographic profile
                                                                                                                                                                    • Marketing message
                                                                                                                                                                      • Part-time Campers
                                                                                                                                                                        • Demographic profile
                                                                                                                                                                          • Marketing message
                                                                                                                                                                            • Comfort Caravanners
                                                                                                                                                                              • Demographic profile
                                                                                                                                                                                • Marketing message
                                                                                                                                                                                  • Anti-camping
                                                                                                                                                                                    • Demographic profile
                                                                                                                                                                                      • Marketing message
                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                          • Figure 53: Forecasts for domestic camping and caravanning holidays volume, 2012-17
                                                                                                                                                                                          • Figure 54: Forecasts for overseas camping and caravanning holidays volume, 2012-17
                                                                                                                                                                                          • Figure 55: Forecasts for domestic camping and caravanning holidays value, 2012-17
                                                                                                                                                                                      • Appendix – Camping and Caravanning Experience

                                                                                                                                                                                          • Figure 56: Most popular camping and caravanning experience over the past three years, by demographics, January 2013
                                                                                                                                                                                          • Figure 57: Next most popular camping and caravanning experience over the past three years, by demographics, January 2013
                                                                                                                                                                                      • Appendix – Camping and Caravanning UK Locations

                                                                                                                                                                                          • Figure 58: UK camping/caravanning locations visited over the past three years, by most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 59: UK camping/caravanning locations visited over the past three years, by next most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 60: Most popular UK camping/caravanning locations visited over the past three years, by demographics, January 2013
                                                                                                                                                                                          • Figure 61: Next most popular UK camping/caravanning locations visited over the past three years, by demographics, January 2013
                                                                                                                                                                                      • Appendix – Camping and Caravanning Overseas Locations

                                                                                                                                                                                          • Figure 62: Overseas camping/caravanning locations visited over the past three years, by most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 63: Overseas camping/caravanning locations visited over the past three years, by next most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 64: Overseas camping/caravanning locations visited over the past three years, by most popular UK camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 65: Overseas camping/caravanning locations visited over the past three years, by next most popular UK camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 66: Overseas camping/caravanning locations visited over the past three years, by demographics, January 2013
                                                                                                                                                                                      • Appendix – Reasons for Not Camping and Caravanning

                                                                                                                                                                                          • Figure 67: Reasons for not taking camping/caravanning holidays, by camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 68: Most popular reasons for not taking camping/caravanning holidays, by demographics, January 2013
                                                                                                                                                                                          • Figure 69: Next most popular reasons for not taking camping/caravanning holidays, by demographics, January 2013
                                                                                                                                                                                      • Appendix – Camping and Caravanning Site Facilities Preferences

                                                                                                                                                                                          • Figure 70: Facilities people would pay extra for on campsites/caravan sites, by most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 71: Facilities people would pay extra for on campsites/caravan sites, by next most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 72: Facilities people would pay extra for on campsites/caravan sites, by most popular UK camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 73: Facilities people would pay extra for on campsites/caravan sites, by next most popular UK camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 74: Facilities people would pay extra for on campsites/caravan sites, by overseas camping/ caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 75: Most popular facilities people would pay extra for on campsites/caravan sites, by demographics, January 2013
                                                                                                                                                                                          • Figure 76: Next most popular facilities people would pay extra for on campsites/caravan sites, by demographics, January 2013
                                                                                                                                                                                          • Figure 77: Other facilities people would pay extra for on campsites/caravan sites, by demographics, January 2013
                                                                                                                                                                                      • Appendix – Attitudes Towards Camping and Caravanning

                                                                                                                                                                                          • Figure 78: Attitudes towards camping/caravanning, by agreement with most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 79: Attitudes towards camping/caravanning, by agreement with next most popular camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 80: Attitudes towards camping/caravanning, by agreement with other camping and caravanning experience over the past three years, January 2013
                                                                                                                                                                                          • Figure 81: Agreement with attitudes towards camping/caravanning, by most popular UK camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 82: Agreement with attitudes towards camping/caravanning, by next most popular UK camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 83: Agreement with attitudes towards camping/caravanning, by overseas camping/caravanning locations visited over the past three years, January 2013
                                                                                                                                                                                          • Figure 84: Agreement with attitudes towards camping/caravanning, by most popular facilities people would pay extra for on campsites/caravan sites, January 2013
                                                                                                                                                                                          • Figure 85: Agreement with attitudes towards camping/caravanning, by next most popular facilities people would pay extra for on campsites/caravan sites, January 2013
                                                                                                                                                                                          • Figure 86: Agreement with attitudes towards camping/caravanning, by other facilities people would pay extra for on campsites/caravan sites, January 2013
                                                                                                                                                                                          • Figure 87: Agreement with attitudes towards camping/caravanning, by demographics, January 2013
                                                                                                                                                                                          • Figure 88: Further agreement with attitudes towards camping/caravanning, by demographics, January 2013
                                                                                                                                                                                          • Figure 89: Further agreement with attitudes towards camping/caravanning (continued), by demographics, January 2013
                                                                                                                                                                                      • Appendix – Targeting Opportunities

                                                                                                                                                                                          • Figure 90: Attitudes towards camping/caravanning, by target group, January 2013
                                                                                                                                                                                          • Figure 91: Camping and caravanning experience over the past three years, by target group, January 2013
                                                                                                                                                                                          • Figure 92: UK camping/caravanning locations visited over the past three years, by target group, January 2013
                                                                                                                                                                                          • Figure 93: Overseas camping/caravanning locations visited over the past three years, by target group, January 2013
                                                                                                                                                                                          • Figure 94: Reasons for not taking camping/caravanning holidays, by target group, January 2013
                                                                                                                                                                                          • Figure 95: Facilities people would pay extra for on campsites/caravan sites, by target group, January 2013
                                                                                                                                                                                          • Figure 96: Target group, by demographics, January 2013

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Bourne Leisure Group
                                                                                                                                                                                      • Camping and Caravanning Club
                                                                                                                                                                                      • Canvas Holidays Ltd
                                                                                                                                                                                      • Eurocamp
                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                      • Forest Holidays
                                                                                                                                                                                      • Haven Holidays
                                                                                                                                                                                      • Holidaybreak plc
                                                                                                                                                                                      • Hoseasons Holidays Ltd
                                                                                                                                                                                      • Keycamp
                                                                                                                                                                                      • LinkedIn
                                                                                                                                                                                      • Park Resorts Limited
                                                                                                                                                                                      • Superbreak Mini Holidays
                                                                                                                                                                                      • Sustrans [National Cycle Network]
                                                                                                                                                                                      • TUI Travel PLC
                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                      • Vacansoleil
                                                                                                                                                                                      • Wyndham Worldwide Corporation
                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                      Camping and Caravanning - UK - April 2013

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