Camping and Caravanning: Why So Popular and is it Sustainable?

Introduction

The domestic tourism market for camping and caravanning is booming in Britain. The Camping and Caravanning Club (CCC), whose members participate in all forms of camping, has 110 Club sites across the UK and recorded a 50% increase in occupancy rates over Easter 2009. With advance bookings 30% up on 2008, The Club also predicted a ‘super year’ [1].

The CCC was right. Even when the barbecue summer forecast by the Met Office failed to materialise, Britons carried on camping: The Club reported in December that occupancy rates had increased by 8% year-on-year – a slight levelling off – with an additional 46,000 site bookings in the 2009 season compared with 2008. Remarkably, over 64,000 new members were recruited (up 24% on 2008). Total Club membership reached a landmark 477,000 adults (250,570 households) in the summer. Around 49% of members own caravans [2].

The Caravan Club (CC) has equally positive news. Membership stands at an all-time high of more than 375,000 families, representing one million caravanners, motor caravanners and trailer tent owners. In the year to November CC noted an increase of nearly half a million bed nights taken across its network of over 200 sites compared to 2008. This brings the total number of bed nights to more than 6 million in 2009 [3].

Further numbers of people, of course, stay at several thousand certificated camping and caravanning sites across the country.

What is behind this impressive picture of growth? Is it a specific case of consumers tightening their belts during the recession and opting for budget-option breaks? The buzzword in the tourism industry and media throughout 2009 has been the ‘staycation’ (holidaying at home), as the weak pound and economic uncertainties combined to deter people from taking more expensive breaks abroad. ‘We’re all going on a summer holiday in Britain – crikey, it’ll be crowded’ was a typical newspaper headline [4].

Or are other, possibly longer-term factors helping to swell interest and activity in the domestic camping and caravanning sector?

This article looks at the trends behind the figures to identify who goes camping and caravanning, where and why. In particular it highlights the market segments in which growth is greatest and how this alters the sector’s image and consumer profile. As the industry invests to keep pace with new demands, the big question is – will camping and caravanning continue to be popular?

Key industry statistics: volume and value

The following table presents key information on the number of overnight trips by UK residents where camping and caravanning was the form of accommodation used. The figures are taken from the UK Tourism Survey (UKTS) 2008 [5], the national consumer survey sponsored by VisitBritain, VisitScotland, Visit Wales and Northern Ireland Tourist Board. (2008 is the last full calendar year for which statistics are available.)

Source: UK Tourism Survey (UKTS) 2008

Further analysis of 2008 data also reveals that the majority of camping and caravanning overnight trips by UK residents are for pure holiday purposes (ie excluding business stays and non-holiday). Market share of accommodation where the purpose for travelling is pure holiday is 19% of trips, making camping and caravanning the most popular ‘paid for’ leisure accommodation choice [6].

Caravan and motorhome trade

In the case of caravanning, in particular, participants also bring value to the UK motor trade. The National Caravan Council (NCC), which represents caravan, motorhome, caravan holiday home and park home businesses in the UK, reports that the caravan industry contributes around £6 billion to the UK economy in new/used retail sales plus holiday spend per year [7].

According to NCC, in Britain there are:

• 500,000 touring caravans
• over 260,000 caravan holiday homes
• 164,000 motorhomes
• more than 2,000 licensed holiday/touring parks in the UK.

Around 95% of touring caravans on UK roads are made in Britain (the picture for motorhomes is less clear cut). The following gives a breakdown of UK sales figures 2005-2008 [8].

Source: Above statistics (except motorhomes) are based on returns made to the NCC by member manufacturers. Figures are rounded up/down to nearest 0 or 5. Motorhome figures are exact, based on DVLA registration data, and include imports.

Even better news emerged from the 2009 National Boat, Caravan and Outdoor Show at the NEC in February, with caravan manufacturers posting sales increases between 10% and 30% on 2008 [9].

Trends over the last decade

A look at the overall picture of UK domestic tourism gives further context to the camping and caravanning sector.

2000 to 2009

There was a generalised pattern of decline in trips of all types from 2005 to 2008 [10]. This may be due to economic slowdown, rising fuel and living costs, and poor weather.

Available camping and caravanning industry information nevertheless suggests that the sector has stood up relatively well during this period. The Caravan Club, which was founded in 1907, had a membership of 250,000 in 1982, and points to ‘steady rise and growth over the last 15 years’ to its record high in 2009 [11]. It is worth noting that this increase both pre-dates and includes the recession. The Camping and Caravanning Club, founded 1901, reports a doubling of household membership between 2003 and 2009 to the 250,570 previously noted [2].

The case of Wales as a trip destination is also informative. The camping/caravanning market is more important to the Principality in relative terms than it is for England and Scotland [12]. Caravans and camping pitches represent over a third of all accommodation stock and in the period 2000 to 2008 camping/caravanning accounted on average for a third of holiday trips, around 38% of holiday nights and about a quarter of all holiday expenditure. Although absolute volumes of visitors have fluctuated – total number of holiday trips to Wales, as to other parts of the UK, fell between 2000 and 2008 – the percentage of market share for camping and caravanning taken together has remained fairly constant. Within the sector, camping has shown growth over the period 2000 to 2008 of some 16% in terms of trips.

Current directions

The credit crunch, which gripped the UK in 2008/9, had a marked impact on consumer holiday intentions.

The staycation

VisitBritain research in November 2008 and February 2009 found that one in five Britons who holidayed overseas in 2008 were considering saving money by holidaying at home in 2009. Despite financial constraints, holidays were seen as a necessity rather than a dispensable luxury, particularly as they offered escape in stressful times [13].

A YouGov survey conducted on behalf of Outwell [14], one of the UK’s leading brands for tents and family camping equipment, also showed:

• 50% of households had seen their finances affected by the credit crunch
• 47% were looking at cheaper holiday alternatives
• 15% were considering a camping holiday in 2009. Two-thirds of these had not gone camping in 2008.

While the main reason given for choosing tent camping was that it was an inexpensive way to holiday, the survey revealed that other top reasons were ‘because it’s fun and social’ and ‘because it’s a good family holiday.’

The budget holiday option

Given the economic climate and consumers’ inclinations, it is not surprising that camping and caravanning provides a budget holiday option. The average cost of a pitch per night for a family of four on Camping and Caravanning Club sites is £15-£20 [2]. Price of Caravan Club pitches for a family of four averages around £22 in peak season [11].

Of course, the initial cost of equipment cannot be ignored, particularly if consumers opt to buy a touring caravan or motorhome, as opposed to tent camping or renting a static caravan. The Caravan Club gives the following guide prices [11].

• £7,000-£20,000 for a new caravan
• £4,000-£7,000 for a good-condition five-year-old second-hand model and a few hundred pounds for something older
• new motorhomes start at around £30,000
• second-hand 5-year-old motorhomes could cost £20,000 – possibly half that for a 10-year-old vehicle.

As noted earlier, the budget sector of second-hand touring caravans has been considered relatively buoyant in recent times.

Industry recruitment

Both The Camping and Caravanning Club and The Caravan Club rolled out national marketing campaigns in 2009, coinciding with and capitalising on the topicality of the staycation. Both Clubs believe these efforts contributed significantly to the sector’s growth.

CCC’s New to Camping, launched in May and endorsed by TV presenter Julia Bradbury, ‘received an abundance of media coverage,’ says The Club’s PR Manager Jon Dale. ‘We looked at the trends early in the year and saw a niche in the market. So many people wanted to try camping this year, so we provided a back-to-basics guide, to show them what equipment was needed and places they can stay. The aim was to encourage more people to camp and to target the family market as well.’

On the first day that CCC’s free information portal www.newtocamping.co.uk went live, it received 12,500 unique visitors. By the end of May 201,000 had visited – both hit rates are all-time highs for a Club website. The Internet has proven an effective tool for The Club with three out of five new members in 2009 joining online. CCC aims to develop its New to Camping campaign further in 2010.

The Caravan Club launched Discover Touring in April 2009. Endorsed by TV personality Carol Smillie, it promotes the benefits and joys of touring in caravans and motorhomes. By August there had been 10,000 visits to the website www.discovertouring.co.uk and over 8,000 requests for the Discover Touring magazine. A survey of people who sought information through the campaign showed that [15]:

• 14% of respondents had already bought a caravan or motorhome
• 46% were considering taking up touring
• 22% were considering returning to caravanning
• 89% strongly agree that a touring caravan holiday is a good way to explore all the UK has to offer
• 36% are looking to make a caravan or motorhome purchase.

Nikki Nichol, Head of PR for The Caravan Club, says the Discover Touring campaign will continue in 2010, endorsed by former Formula One racing driver and TV presenter Mark Blundell.

A continuing healthy sector

Latest UK domestic trip statistics for camping and caravanning reveal the following for the eight months January to August 2009 compared with January to August 2008 [16]

Source: UK Tourism Survey (UKTS) 2008 and 2009

A changing profile

Table 4 illustrates the demographics of people taking camping and caravanning trips between January and August 2009 and the same period in 2008 [16], and helps to identify the most significant areas of recent growth.

Source: UK Tourism Survey (UKTS) 2008 and 2009

• males
• 25-34 year-olds
• 45-54 year-olds
• C1 socio-economic band
• groups with children.

Seaside and countryside destinations show high rises in popularity. And while camping and caravan sites are visited for the access they give to towns/cities, they are used mainly for their great outdoor locations.

Generally, percentage increases in number of trips have outstripped those in bed nights, suggesting more frequent trips of shorter length. The exceptions are in the 16-24 and 45-54 age groups, DE social grade, and in visits to small towns.

Broadly speaking, increases in spend are more modest than those for corresponding trip/bed nights – perhaps a sign of the cash-strapped times. Most striking is the drop in spend (-14%) among 16-24 year-olds and the modest rise of just 2% in the DE socio-economic band (compared with trip/night rises of 18% and 26% respectively). The rises in spend relative to trips/nights in the 65+ age group (+20%) and those travelling alone (+20%) are also noteworthy.

It is worth briefly comparing some of the above data with overall tourism trip characteristics for the period [17]. This shows just how well the sector is performing and how significant specific rises are.

Source: UK Tourism Survey (UKTS) 2009

New and renewed motivations

The trends highlighted in this article indicate that, while the camping and caravanning sector specifically benefited from the general upturn in domestic tourism in 2009, there has also been a longer-term momentum to its increasing popularity.

Both The Caravan Club and The Camping and Caravanning Club have monitored and surveyed members over the years. Their data and experience can be used to provide further insights into what – beyond economic reasons – is motivating people (particularly in growth segments) to choose camping and caravanning as a holiday option.

Freedom, flexibility and the great outdoors

Barbara Follett MP (Minister for Culture, Creative Industries and Tourism, October 2008 to September 2009) stated [18]:

'Caravanning is a perfect reflection of the British psyche… You can go at your own pace, stop where you want to, and do things your way.'

The convenience of being able to ‘up and go’ as the mood takes also has its downsides. Casual campers and caravanners will stay at home if the weather is bad. Nevertheless the lure of the outdoors outweighed less-than-ideal weather in 2009 as the healthy figures for trips to the seaside and countryside show.

The CCC says that in 2009 the largest increases in Club site bookings were in Scotland and the North West of England (up 17.5%), although Scotland’s Homecoming 2009 campaign may have contributed to this as much as a desire to get out into the countryside. Bookings at sites in Central and Northeast England also rose by 17.5%, with the Peak District a perennial favourite. Sites in The Lake District are busy year-round, and coastal Devon and Cornwall are busiest June to August coinciding with summer family holidays.

In Wales, the north, mid and south west regions are most popular destinations for campers/caravanners. While Visit Wales does not specifically target campers and caravanners through its marketing campaigns, it does focus on Independent Explorers and Activity Tourism, which could influence the sector positively [12].

Family togetherness

One of the traditional strengths of the camping/caravanning offer is that it appeals to a broad spectrum of people. Generally, camping has attracted a younger age profile and caravanning a slightly older demographic, although all age groups make trips in considerable numbers [20]. Currently, both The Caravan Club and The Camping and Caravanning Club identify families as a strong growth market, in line with UKTS 2009 figures.

In immediate terms, Jon Dale of CCC says that it is cash-strapped young families who are fuelling the current boom. Of the 64,000 new joiners recruited in 2009, 31,000 were families (up 27% on 2008). By the end of July it had also recruited more tent owners than in the whole of 2008, with two out of five of these new members having children (with an average age of eight years).

The average age of a Club member was 54, with a large percentage of retired people above that, however it is slowly lowering and currently stands at 48 to 50. ‘We are consciously trying to bring it down,’ Dale says.

There is, however, industry consensus that in longer terms it is more than tight budgets that is attracting families into the sector. The Caravan Club believes that families are rediscovering outdoor adventure together [11]. Club research shows that this ‘togetherness’ even extends to the fact that 55% of children are more likely to do the washing up when staying in a caravan!

The publishing industry has spotted a niche market, too. The Cool Camping guidebook series by Punk Publishing recently added a Cool Camping: Kids title to its series. Company founder Jonathan Knight believes that the surge in family interest in camping under canvas precedes the recession by three or four years and that their trips are often in addition to overseas/main holidays [21]. His viewpoint crystallises prevailing camping/caravanning industry sentiments:

'Camping used to have this really dreary image harking back to the Carry on Camping era. Suddenly people are rediscovering camping as a way to enjoy the great outdoors. Kids love all that space to run around and get muddy, and not be wrapped up in cotton wool. Families can enjoy quality time together, around the campfire and cooking. You just don’t get these shared moments on other holidays. Putting up a tent together is a real bonding experience.'

Previous research by VisitBritain has shown that camping was predominantly, though not exclusively, the preserve of B, C1 and C2 social groups [20]. Market intelligence from Gelert would suggest there may be a degree of change as the image of camping shifts from a largely budget activity to one that facilitates family adventure, with high-end equipment and paraphernalia – a point taken up later in this article.

Rediscoverers try camping and caravanning again

The Camping and Caravanning Club identifies a second recruitment channel, in addition to families, that has been strong in 2009 [2]. Rediscoverers – older clientele, whose children have left home and who have decided to try camping and caravanning again. CCC’s Jon Dale believes this segment has been persuaded at least in part by The Club’s campaign, and also by the media focus in 2009 on the staycation generally and camping and caravanning specifically. Nostalgia for activities undertaken in previous times of austerity could also play its part. In 2009 CCC recruited 28,000 people who have returned to camping and caravanning, a 22% rise on 2008.

The Caravan Club agrees that while many younger families are taking up caravanning for the first time, many mature people are making a return to caravanning. Specific Club figures are not available at the time of writing, however it is known that 22% of respondents to the Discover Touring campaign were considering a return to caravanning.

It is not possible to identify how many of the 45+ age groups in UKTS 2009 data might be Rediscoverers, however it is reasonable to suggest that Rediscoverers helped to swell numbers.

Quality caravan holiday homes

Another buoyant market segment linked to older travellers is (static) caravan holiday homes that are rented or owned.

In October 2009 The Camping and Caravanning Club reported purchases on caravan holiday homes/exclusive lodges across its 11 sites were up by more than 50% on 2008. Standout locations were sites at Windermere (sales up by 66%) and Scone in Scotland (sales up by 50%) [23].

CCC’s Jon Dale points out that this form of caravanning is not cheap to buy into – the purchase of a caravan holiday home can be in the region of £30,000 to £60,000 and exclusive lodges start from £100,000 depending on location and facilities. This therefore appeals mainly to retired people with disposable income, who enjoy the convenience and flexibility of being able to visit and stay when they wish.

A further insight is offered by Thistle Holiday Home Parks in Scotland. As part of its grading schemes, VisitScotland established the Thistle award in 1982 where all parks must have 4- or 5-star status and their holiday home caravans for hire must meet high quality standards. These parks also have touring pitches. There are currently 64 caravan parks in the scheme, of which the majority have one to 20 vans though two have more than 100. Rental ranges from around £150 to £175 (three nights for four people) and £270 to £550 (a week for six people) according to season and location. Purchase of a good condition second-hand caravan on site can be from as little as £15,000 to £20,000.

Judith Sleigh, Marketing Manager for Thistle Holiday Home Parks, reports that parks have had a good season with caravans almost 100% booked from June to early September 2009, as well as during the Scottish October holidays and weekends in shoulder months. Usually parks would report some availability right through the season.

The main markets/profile of visitors to Thistle Holiday Home Parks are [24]:

• older couples on their own (ie 50+)
• families with children up to mid-teens
• socio-economic group B1, C, D, E.

The split by visitors’ region of origin is:

• 95% UK (and of that circa 46% Scotland, 46% England north of Birmingham, 8% Northern Ireland and Wales)
• 5% mainland Europe.

The strength of the Scottish domestic market in this sector continues an established trend highlighted in a VisitBritain 2008 report: Scots take more trips to rented static caravans than residents of other areas in the UK [20].

‘We want to target consumers who have tried self-catering but whose perception of caravans is stuck in the 1970s,’ Sleigh says, providing another illustration of the changing image of the sector from one that offers basic accommodation/amenities to one that also includes 4 to 5 star comfort and luxury.

Festival-goers

At the other end of the age scale from Rediscoverers, both The Caravan Club and The Camping and Caravanning Club point to a link between the growing and thriving festival scene across the UK and increased camping and caravanning among youth segments (late teens/20s). In 2009 there were more than 200 music festivals across the UK and many include an option of camping in the ticket price. With events spread over several days, the camping experience and associated socialising become an important aspect of a visit.

There are no hard figures available regarding exact numbers of festival campers. But industry providers clearly see a target market. The Cool Camping Guide to Festivals appeared in spring 2009, showcasing ‘the very best in UK and European music, arts and children’s festivals.’ Magazines feature caravan-friendly festivals and The Caravan Club highlights the merits of festival-goers having a part-share in a caravan or camper van [25].

Gelert, whose QuickPitch tent was voted No 1 Festival Gadget by Channel 5’s The Gadget Show (2008), also sees this younger market as one that can be nurtured and retained. People who get into camping via festivals today, can become tomorrow’s parents of camping families [22].

The green incentive

Green initiatives, biodiversity, carbon footprint, sustainable tourism – these are all themes of the moment, and camping and caravanning is both seen, and promoted, as a low-impact activity.

A survey of members of The Caravan Club (Ipsos MORI, July 2008) revealed that members are twice as likely to have embraced an environmentally friendly lifestyle than the public at large, with 98% of members doing positive things for the environment in their daily lives. For 94% of Club members, spending time in the natural environment is important; nearly 90% believe there should be even more space for wildlife on and around Club sites.

Members’ attitudes to environmental issues underpins initiatives already underway within The Club. Examples include:

• Boosting Biodiversity sites – 40 Caravan Club sites with special wildlife interest have been recognised with Boosting Biodiversity status. These sites are equipped with checklists and displays showing what species of flora and fauna might be found and how to recognise them
• implementing a Corporate Biodiversity Action Plan which sets objectives and actions for promoting biodiversity at sites and makes recommendations for encouraging and maintaining 20 specific species and habitats
• investing in eco-friendly facilities, including £1.9 million in the acquisition and development of Poolsbrook Country Park in Derbyshire (see the July 2009 Tourism Insights article Case study: Sustainable energy development). A range of energy and water efficient technologies, such as geothermal, solar panels, wind turbine and rainwater harvesting, are being trialled here for possible roll-out to other sites (a number of which already operate green policies)
• highlighting fuel-efficient caravanning and eco-driving. The Club successfully demonstrated this in the FIA EcoTour, achieving impressive fuel economies with an average family car and lightweight caravan
• alliances with RSPB and Sustrans National Cycle Network.

The Camping and Caravanning Club also lays store by its green credentials. Its new 90-pitch site at Gulliver’s Milton Keynes, scheduled to open at Easter 2010, is being built using environmentally-friendly methods including rainwater harvesting systems and solar panels. There will be a number of Camping Pods on site, made from locally sourced timber and insulated with sheep’s wool. The pods are marketed as an eco-friendly alternative to traditional camping under canvas and have already proved popular at Club sites at Eskdale (Lake District), Bellingham (Northumberland), Thetford Forest (Norfolk) and the Isle of Skye. There are plans to introduce them into more sites across The Club network.

Investment and diversity

This leads into further discussion of both general investment in site facilities and diversity of what’s on offer. In recent years there have been considerable efforts on many sites to enhance facilities. Visitors can find on-site shops, laundry, heated toilet blocks, wi-fi, games rooms and other entertainments.

The Caravan Club alone has invested over £90 million in the last eight years on site development and acquisition, much of it spent with local contractors and suppliers [6]. Now 90% of Club sites graded under national tourism schemes have achieved 4 or 5 stars denoting excellent or exceptional status [25].

Equally, tents, equipment and leisure vehicles span the range from basic to high-end luxury, catering for all pockets and expectations including designer labels. Caravans/motorhomes kitted out with superb kitchens, dining and sleeping areas offer genuine homes from home.

If a standard tent does not appeal, across the country there are opportunities to stay in tipis, yurts and wigwams, all broadening the appeal of camping. There are also growing options for ‘soft’ campers who like the idea of sleeping under the stars but want more comfort than is offered by a traditional tent. For example, Feather Down Farm sites on working farms offer readymade comfortable accommodation of tents with beds, toilet and wood-burning stove (www.featherdown.co.uk).

The choices continue to increase, blurring the lines between traditional camping/caravanning and other forms of self-catering accommodation like safari and forest lodges. There is something for everyone, as the cliché goes.

Promotion and perception

From all the changes and trends outlined above, it is apparent there has been a shift in public perceptions of camping and caravanning as well as in the way in which the industry promotes itself. To quote Gelert's marketing of its Woodland range of outdoor accessories for its tents:

'Camping is officially cool again! Gone are the days of cheap family holidays in the countryside, in leaky old tents with an old mixture of camping accessories! Today it’s about fun and style and creating a ‘home from home’ look on the campsite.'

Caravanning in particular has benefited from an aura of celebrity provided by a number of famous personalities to have joined its ranks over recent years – Jamie Oliver, Robbie Williams, Kate Moss to name a few. TV’s Oz and James Drink to Britain, in which the pair travelled the country towing an ageing Sprite behind a Rolls-Royce brought a certain cachet to the industry, too.

Combine this with increased media attention in 2009 inspired by features on the staycation and it would be correct to say that camping and caravanning is enjoying a golden moment in the spotlight.

Will the camping and caravanning boom continue?

The immediate outlook seems positive, as the staycation appears to remain on the agenda for many consumers. A YouGov poll [26], commissioned by The Sunday Times, suggested the number of domestic breaks in the UK is set to double in 2010. The survey of more than 2,000 British adults found that over half (54%) planned to take their main holiday in the UK in summer 2010, up from 26% who said they would do so in summer 2009.

As mentioned earlier The Caravan Club and The Camping and Caravanning Club, through their 2009 campaigns, have sought to capitalise on the staycation trend and they will continue to do so in 2010. In December 2009, CCC’s advance bookings for 2010 were 48% higher than at the same time in the previous year. CC described its advance bookings as ‘very buoyant’ [11].

The challenge is to retain new entrants to the sector. ‘Our retention rates are around 84% at the moment,’ says Jon Dale of CCC. ‘But family retention rates are going to be another hurdle. They are the ones who may decide to join in 2009 but do something different in 2010.’

Another, ongoing challenge for both Clubs is to promote off-peak travel to their sites, which they do vigorously. Most tourism is subject to seasonal flux, but camping and caravanning in particular is busiest in summer. Unsurprisingly, trips involving caravans show better volumes in autumn, winter and spring than those under canvas, but the sector as a whole relies on good summer results to ensure a successful year overall [20].

The Caravan Club encourages off-peak travel with offers and promotions including an Autumn and Winter Touring brochure. More sites are staying open for longer in 2009/10, with 80 open into the New Year – the majority fully booked by late autumn – and over 50 remaining open all year. The Camping and Caravanning Club promotes off-peak travel with its Winter Sun Camping brochure and also notes steady year-on-year growth in Christmas to New Year bookings. These tend to be for caravans/motorhomes and come from regulars rather than new members. The goal of extending the season still further remains an area for more growth.

Autumn news from the International Caravan and Motorhome Show at the NEC in Birmingham, October 2009 also gives a positive indication of consumers’ intentions in 2010. A record number of new members joined The Caravan Club during the show; the 23% increase on 2008 figures is believed to suggest that people new to caravanning continue to boost numbers. The Camping and Caravanning Club attracted 762 joiners, a 56% increase on 2008. Over the six-day period of the show record sales included some 3,000 caravans, with a combined value of all vans sold exceeding £45 million [27]. While they may not all end up travelling UK roads, a good many will.

Conclusion

The financial impact of the recession on money-saving consumers’ holiday choices has greatly contributed to the rise in popularity of camping and caravanning in 2008/09. It is important for the industry to consolidate and build on success throughout 2010, particularly when consumer confidence returns and, with it, the lure of overseas holidays.

The fact that other influences are also driving consumer interest means that, while 2009 may well prove to have been a spike of activity in the sector, ongoing trends can continue to keep camping and caravanning popular. The industry ticks the right boxes for many of the concerns and demands of the moment: it is a budget option (although it can also be a luxury one), it is a low-impact ‘green’ activity, it offers an experience in its own right as well as a gateway to the seaside, countryside and adventure. It is more than purely an accommodation choice.

Interestingly, key characteristics of the sector’s offer coincide with certain findings and predictions made in 2005 by an Enjoy England-sponsored presentation by the Henley Centre, entitled What is the Future of Domestic Tourism to 2015?[28]. Among other things this highlighted the growth in the ‘experience’ economy, including a desire for shared experiences at, for example, music festivals. Other trends identified included the pursuit of wellbeing, and a move to less damaging forms of consumption and lifestyle. All these can be accessed via camping and caravanning, gateway to the great outdoors.

Additionally, a seminar with the main theme of Complicated Lives, held by The Future Foundation’s nVision (December 2005) underlined the trend towards seeking genuine/authentic experiences rather than wanting simply to buy ‘things’ – with an increase in outdoor holidays one example where this could develop. The seminar pointed to evidence that people were looking for places that supported sustainable tourism.

If both sets of predictions continue to be realised, then camping and caravanning has the right credentials to sustain its popularity. Its strength, in appealing across a wide spectrum of age and social segments, means it has plenty of scope to offer many things to many people. The fact that the sector has increased its appeal to younger segments – youth and families – bodes well for the future if the industry keeps pace with those groups’ maturing demands. Value for money and the value of the experience are both key.

References

1. Jon Dale, PR Manager, The Camping and Caravanning Club, 20/4/2009.
2. Jon Dale, PR Manager, The Camping and Caravanning Club, November-December 2009.
3. The Caravan Club. Scorching Holidays for the Caravan Club. Press release 9/11/ 2009.
4. Hannah Fletcher. The Times. 2/5/2009.
5. The UK Tourist Statistics 2008 and Summary Table of 2008 Results – UK, http://www.enjoyengland.com/corporate/corporate-information/research-and-insights/statistics/UKTS.aspx
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13. Elliott Frisby, Press and PR Manager, VisitBritain, 17/4/2009.
14. Survey conducted for Outwell by YouGov. Sample size is 1,022 and all data has been collected online as Internet based interviews. Target group is persons aged 25-65 and data is representative in that age group as for gender, age and geography (UK). Data has been collected in the period 27/11/08 to 2/12/08.
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22. Gelert spokesperson, 18/11/2009. www.gelert.com
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24. Judith Sleigh, Marketing Manager for Thistle Holiday Home Parks, November 2009. www.thistleparks.co.uk.
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26. VisitScotland Research, Monthly Economic & Social Tourism Trends for Scotland August/September 2009, http://www.visitscotland.org/research_and_statistics/economic_forecast/industry_trends.htm.
27. ‘Noticeboard’, Practical Caravan. December 2009. Haymarket Consumer Media.
28. What is the Future of Domestic Tourism to 2015? Enjoy England sponsored presentation by the Henley Centre given at the TMI Convention, 20-21 September 2005.

About the author

Siân Ellis is a freelance travel/heritage writer who also specialises in rural issues and the environment. A former editor of Heritage and (US readership) Realm magazines, she has also edited and written for a range of BTA/VisitBritain travel guides and print. She supplies features to diverse national and international consumer magazines. Her work for regional tourist boards includes copywriting for print and web, consumer, trade and marketing campaigns. She writes on rural subjects from wind farm technology to farm diversifications for business and general consumer press.