With inflation stabilising, well-off consumers have more disposable income, increasing interest in upgrades and luxurious glamping. Looking to the future, sustainability and nature-centric experiences are poised to remain key trends.
Camping Market – Current Landscape
Despite rising costs, camping remains an affordable holiday option. However, most potential campers seek additional amenities, such as private bathrooms, to enhance their experience.
The demand for additional offers ties in with inflation levelling off, giving financially stable Germans more money to spend on holidays, while those less affluent continue to face financial challenges. Camping brands can cater to wealthier consumers with premium experiences while promoting basic camping options as a cost-effective alternative for less affluent ones.
Some non-campers perceive camping as a low-quality holiday, with almost half of non-camping Germans siting sleeping as a barrier. Campsites can address their concerns and step up efforts to promote higher-quality accommodations to non-campers.
Introducing luxurious, weatherproof accommodations can help camping brands to broaden target groups and expand into the off-season. With immediate access to nature being the top campsite choice factor among potential campers, blending luxury with nature and wellness, can help campsites to meet the zeitgeist, fostering market growth.
Caravanning and Camping Market – Statistics
- Camping market consumer behaviour: 85% of potential campers are interested in private bathrooms, 80% in unique accommodations and 79% in wellness facilities.
- Camping market challenges: 49% of Germans who are not interested in future camping cite being uncomfortable for sleeping as a barrier.
Camping Market – What’s Inside?
Key Topics Analysed in the Report
- The short-, medium- and long-term impact of inflation on the camping market including changing camping behaviour with regard to Germans’ financial situation.
- Interest and participation in camping, with a focus on key target groups as well as different camping types and camping destinations.
- Factors influencing potential campers’ choice of campsites and how brands can leverage nature as one factor.
- Interest in premium camping experiences and off-season camping, presenting room to upsell.
- Barriers to camping and how camping brands can counteract being perceived as low-quality holidays.
Report Scope
This report covers attitudes and behaviours of German consumers aged 16+ regarding holidays that involve any type of flexible accommodation such as tents, caravans or motorhomes or alternatively static accommodation such as caravan holiday homes, lodges or ‘glamping’ accommodation. It examines Germans’ participation and interest in camping/caravanning and how brands can find appeal among Germans. The market size for this report is based on arrivals and value sales for campsites.
Readers of this report will likely be interested in our German Cruises Market Report. Or, continue exploring our comprehensive range of Travel Market Research.Â
Meet the Expert Behind the Analysis
With inflation leveling off, camping brands can cater to affluent campers by blending luxury and nature (eg outdoor wellness) while continuing to offer basic options to those less affluent.
Silvia Hondt
Research Analyst – Travel & Leisure
Collapse All
-
EXECUTIVE SUMMARY
- The five year outlook for camping and caravanning
- Market context
- Camping brands can cater to different financial situations
- Luxurious camping experiences are increasingly entering the market
- Camping as a sustainable way to travel
- Mintel predicts
- Market size & forecast
- Ongoing premiumisation will keep the market value growing
- Diverse camping accommodation will broaden target groups, fueling market volume growth
- Opportunities
- Engage Germans with divers types of camping
- Make the connection to nature your key value
- Leverage upselling opportunities
- Promote camping as a holistic experience starting at the booking process
-
MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- The impact of the economy on the camping market
- Camping prices are on the rise
- Graph 3: consumer price index for accomodation services, holiday villages, camping sites, 2017-23
- The financial gap among Germans is reflected in planned holiday spending
- Graph 4: expected changes in holiday spending in 2024 compared to 2023, 2024
- Camping brands can continue to offer flexible solutions around the topic of price
- Affordable holidays resonate with financially struggling Germans
- Value redefined
- Mintel Trend Driver Value: more than affordability
- Camping is more than the cheapest option
- Sustainability
- Holistic sustainability
- Camping and sustainability go hand in hand…
- …but green transportation is needed
-
WHAT CONSUMERS WANT AND WHY
- Participation in camping types and future interest in camping holidays
- Room to up participation in camping
- Graph 5: participation in camping holidays in the last three years and future interest, 2024
- Target younger men with adventure holidays…
- …and embrace the great outdoors to broaden target groups
- Engage less well-off consumers
- Graph 6: participation in camping and caravanning in the past three years, by financial situation, 2024
- Tap into diverse camping types
- Graph 7: accommodation stayed in on camping holidays in the last three years, 2024
- Promote comfort in addition to flexibility to families as a key target group…
- …with pitched tents
- Upgrade city travellers
- Destinations: diversify camping locations
- Graph 8: location stayed at on camping holidays in the last three years, 2024
- Keep Gen Z engaged in camping
- Leverage events to get Germans involved in camping
- Collaborate with festivals
- Camping destinations
- Camping is mostly a domestic holiday
- Graph 9: camping destinations in the last three years, 2024
- Find another selling proposition besides affordability
- Graph 10: domestic camping destinations in the last three years, 2024
- Help campers to discover Germany from a new perspective
- Campsite choice factors
- Nature is a gift
- Graph 11: campsite choice factors, 2024
- Promote nature holidays as a mood booster
- Combine nature with additional choice factors
- Elevate the connection between camping and nature through campsite offers…
- …and ease the booking process to maximise reach
- Upsell to pet owners
- Understand differences in campers’ choice factors
- Graph 12: campsite choice factors, by participation in camping holidays in the last three years, 2024
- Emphasise your target group’s needs to increase consumer loyalty
- Interest in additional campsite offers
- Tap into additional services
- Graph 13: campsite offers interested in, 2024
- Room for upselling
- Be inspired by Bubble Tent’s glamping domes
- Prove your efforts towards sustainability
- Tap into actions that enhance sustainable camping
- Graph 14: sustainability issues travel brands should prioritise, 2023
- Create exciting outdoor experiences around camping
- Barriers to camping
- Show your best side…
- Graph 15: barriers to camping, 2024
- …to convince critics
- Graph 16: barriers to camping, by camping participation in the last three years, 2024
- Showcase a changing image of camping towards higher quality
- Foster healthy sleeping at campsites
- Win former campers back with more privacy
- Target women with a new approach towards camping
- Be prepared for climate change
- Behaviours towards camping
- Make camping a four-season outdoor experience
- Graph 17: behaviours towards camping holidays, 2024
- Embrace the off-peak season
- Promote coziness in the winter
-
LAUNCH ACTIVITY AND INNOVATION
- Steps towards green camping transportation
- Expansions in the German market
- Digital platforms are creating visibility for campsites
- Advertising and marketing activity
- roadsurfer focuses on exploring nature
- CIVD promotes caravanning with #EverywhereAtHome
- Niedersachsen promotes its unique camping accommodations
- go2places elevates exploring the great outdoors
- Cross-category campaigns: TWIX links its products to camping
-
MARKET SIZE, SEgmentation AND FORECAST
- Camping market is experiencing significant value growth
- Camping meets the zeitgeist, fueling volume growth
- Ongoing market value growth
- Graph 18: market value* of the camping and caravanning market, 2019-23
- Ongoing market value growth
- Post-pandemic growth in volume terms
- Graph 19: market volume of the camping and caravanning market, 2019-23
- Post-pandemic growth in volume terms
- Ongoing premiumisation will keep the market value growing
- Diverse camping accommodation will broaden target groups fueling market volume growth
- Camping at different price points is needed in the short-term
- Market growth can be sustained in the mid- and long-term
-
APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- TURF analysis methodology
- TURF analysis – “Which of the following would make you choose one campsite over another?”
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market size – volume
- Market forecast and prediction intervals – value
- Market forecast and prediction intervals – volume
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
