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.
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