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Camping and Caravanning - UK - April 2016

“Camping and caravanning is gradually repositioning itself. Rather than just being the default option for those looking for an affordable way of holidaying, it is starting to be seen as an activity which offers people a high standard and wide choice of accommodation, while at the same time allowing them to reconnect with nature and switch off from their busy day-to-day lives.”
– Michael Oliver, Senior Leisure and Media Analyst

This report answers the following key questions:

  • How can operators shift the focus on camping in a tent away from being the cheap holiday option?
  • What can holiday parks do to extend their appeal without alienating their core customer?

The market is characterised by a drive towards offering a wider choice of accommodation options, particularly at the premium end of the market, increased use of digital technology to make the act of planning and booking a trip easier and also the introduction of innovations which are making going camping and caravanning more convenient.

This report covers the market for camping and caravanning, which Mintel defines as 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, towing their caravan or trailer tent or driving their motorhome/campervan.

Alternatively, they can stay in caravan holiday homes (statics), timber-clad lodges, apartments, tents or camping pods that are already in place at the holiday park or camp/caravan site.

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Table of contents

  1. 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

                                                                                                                                                      Companies Covered

                                                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                                                      Camping and Caravanning - UK - April 2016

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