Key Drivers for Staying in Holiday Parks and Purchasing a Caravan/Lodge

Part
01
of three
Part
01

Key Drivers for Staying in Holiday Parks

According to the report for the UK Caravan and Camping Alliance, about 41% of people visit holiday parks in Scotland for relaxation and after visiting a holiday park 19% felt happy, 9% had no stress, 5% felt freedom, and 7% felt enjoyment. Unfortunately, no information was available on the key drivers that make the British stay in holiday parks. Below is an overview of the information that was available.

Useful Insights

  • According to a report for the UK Caravan and Camping Alliance, about 41% of people visit holiday parks in Scotland to relax.
  • After visiting a holiday park, 19% of people felt happy, 9% had no stress, 5% felt freedom, 7% felt enjoyment.
  • About 6% of people felt they were outdoors while 5% felt they were at home when they visited a holiday park.
  • In 2017, about 21,147 caravan holiday homes were dispatched to holiday parks and caravan holiday homes are sited on land with permission to operate as a holiday park, usually near the sea or in the countryside.
  • According to Verdant Leisure, a U.K. holiday park operator, half of the people prefer staycations because of good weather.

Visitor Comments After Visiting Holiday Homes

  • A rented caravan user at The Highlands and Islands commented: “I feel alive and not hemmed in by the stresses and strains of daily life and appreciate every moment with my family away from modern technology enjoying nature and life.”
  • A touring caravan user at the Loch Lomond, The Trossachs, Stirling & Forth Valley commented “Relaxed and free to do what I want to do. I take my two dogs everywhere with me and enjoy the outdoors which I’m not able to do as much at home.”
  • A glamping user at The Highlands and Islands commented “I want to explore the great outdoors, play more outdoor activities, get away from the electronic world, play more games/activities like I did as a kid. Visit local arts craft type shops.”

Reasons Why People Love Holiday Parks

  • Some reasons holiday parks are perfect for people older than 50 include sociability, entertainment, affordability, great outdoor place, variety, adventure.

Research Strategy

First, we sought surveys and publications on the website of tourism associations in the U.K. (like ABTA, Visit Britain, Family Holiday Association, Tourism, among others). We thought this strategy may work as sites like these provide expert travel advice and guidance and may have published this type of information. However, we only found information on the average number of holidays taken by British people, types of holidays preferred, and other similar statistics.

Next, we searched for articles and media publications on tourism and travel industry sites (such as Travelex, Travel Weekly, Travel Daily Media, among others). The idea here was to look for comments by industry experts, company spokespersons, and other third-party sources to devise such information. We found no relevant information. At most, we found information on why people in the U.K. prefer staycations.

Last, we searched on the website of holiday parks in the U.K. (such as Pine Lake By Diamond Resorts, Kent Gateways, Adventurer's Village Milton Keynes, and others). The idea was to find reports, publications on motivations or drivers quoted by visitors after visiting a holiday park. We thought that holiday parks would have conducted surveys of visitors to their parks and might have published this information for marketing purposes to increase the flow of visitors. Unfortunately, we found no relevant information.

Part
02
of three
Part
02

Holidays in The UK - Trends

Increasing demand for upstairs bedrooms in static and tow-able lodges, inflated disposable income for UK consumers, and holiday park investors are three trends around holidaying in the UK. All of these trends have resulted in both consumer impact as well as economic growth; they have been present in the UK holiday market for a while. Complete details about the trends are presented below.

TREND #1 — Holiday Park Investors

  • Why is it a trend? — The increasing number of investors in holiday parks in the UK has resulted in holiday tourism and economic growth. The tourism industry is directly benefiting the UK government as well. Since these investments have been ongoing and holiday parks are continuing to add on to the country's capital, this has been seen as a trend in the holidaying Industry.
  • The Consumer Effect — Consumers who arrive at such holiday destinations experience newly refurbished cottages, light and sound effects added to bowling lanes, new outdoor playgrounds, and woodland nature experiences. This has further driven a sharp rise in the flow of tourism and growth.

TREND #2 — Holiday Shoppers & Caravans

  • Why is it a trend? — There has been a clear trend of inflated volume sales of holiday caravans that is directly resulting from the increased buying power of people in the UK. This trend has been attributed primarily to raised disposable income levels among the British and their growing enthusiasm and love for the experience of a caravan holiday.
  • The Consumer Effect — UK residents were the third biggest caravan enthusiasts in Europe according to a report from NCC. This has resulted in the UK being the market leader in caravan manufacturing. As a direct implication, one out of every ten UK adults now owns a second home, thus implying that 5.2 million people have a property that is considered to be a holiday home in form of a caravan. 50% of these properties are owned by baby boomers who tend to reside in the south of England, while 25% of second homeowners are Generation Xers.

TREND #3 — Upstairs Bedroom in Static Holiday Lodges

  • Why is it a trend? — This phenomenon of rising demand in holiday lodges in the UK, with a bedroom upstairs, has been seen across multiple locations and service providers. Zen by Grandeur Park, Oceana, and Echo Tiny are examples of parks that have already started providing deals, with the trend gathering momentum among other players as well. Since multiple holiday park operators are face-lifting their lodges to have an upstairs bedroom, this has been one of the hottest trends in the UK market.
  • The Consumer Effect — The concept of having an upstairs bedroom, makes the stay more comfortable and picturesque, thereby letting customers feel a vacation away from home. This idea bolstered the staycationing trend wherein this concept of a bedroom upstairs has been combined with a tow-able lodge; thus, providing flexibility to the consumer to drive off the lodge to a location of choice. People have found this experience quite fascinating.

Research Strategy:

The research team based our analysis on identifying the most discussed trends in the UK holiday industry. We came up with the identified facts and cross-checked them with other sources. Care has been taken to confine all searches within the UK holiday industry and cover trends focusing on holiday parks, caravans, and lodges.
Part
03
of three
Part
03

Holiday Services Consumers - Psychographics

Tourists spend £557 per visitbut those that visit holiday parks and campsites usually spend more than the average tourist. Most UK tourists that are interested in caravans and camping, like to self-drive and travel in small groups.

UK tourists who are interested in caravans and camping:

Other information on UK tourists who are interested in caravans and camping:

  • According to the UK Caravan and Camping Alliance, tourists spend an average of £557 per visit (£101 per day) but the visitors to holiday parks and campsites stay longer and spend more than the average tourist.
  • According to Barclays, southern and coastal holiday parks in the UK are popular among tourists from mainland Europe.

How holiday parks in the UK can attract potential customers:

  • According to Clockwork Marketing, over 50% of customers visit holiday park websites through their mobile phones.
  • According to Pitched, 43% of all transactions on holiday park websites were done on mobile phones, whereas 35% were done from desktop computers, and 22% from tablets.

Research Strategy:

We began by searching for any research studies, academic papers and consumer surveys done on the psychographics of consumers of holiday services such as holiday parks, caravans/lodges in the UK. However, after checking through various reports related to the holiday parks industry in the UK published by the UK Caravan and Camping Alliance, Barclays, and ABTA, no useful information could be found on the psychographic profile of consumers of holiday services, as most of the reports provided holiday parks and caravans industry information such as market size and trends.

We also went through various articles and media publications on websites specializing in the holiday park and caravans/lodges industry in the UK. The idea here was to find any relevant information on the psychographic profile of consumers of holiday services such as holiday parks and caravans/lodges in the UK. However, after checking through various websites including Holiday Park and Resort, Leisure, Hospitality and Tourism World, and Holiday Park Scene, we only found general information on the holiday parks industry in the UK.

We also went through various holiday parks and caravan operators in the UK to find any relevant information on the psychographic profile of consumers of holiday services such as holiday parks and caravans/lodges in the UK. The idea here was to find an analysis related to their customers since such providers usually conduct market research and publish information on consumer analysis. However, after checking through various holiday parks and caravan operators in the UK including The Camping And Caravanning Club, Bridge Leisure, and Darwin Escapes, no information could be found on the psychographic profile of such consumers. We did, however, come across a report published by The Gippsland Tourism, which provided information on what experiences UK tourists who are interested in caravans and camping are looking for. Although the report was published in 2012, we have included it in our findings.



Sources
Sources

From Part 02
Quotes
  • "An influx of big capital has meant more modern and luxurious experiences for holidaymakers. Seven big European holiday parks are having a makeover. In the Belgian, German and Dutch sites of Center Parcs Europe, tropical jungle attractions are being spruced up and new slides installed in water parks."
  • "Families arriving for a getaway will soon find newly refurbished cottages, light and sound effects added to bowling lanes, new outdoor playgrounds and woodland “nature experiences”."
  • "An influx of big capital into UK holiday parks may presage greater professionalisation in neighbouring countries, property advisers say. Large investors have assembled groups of UK holiday parks, invested in them at scale, pushed efficiencies in their operations and sold them on at a profit, resulting in income-generating investments suitable for institutional buyers, specialists say."
  • "“But now, people with white-collar professional jobs will take a foreign holiday but will also take a UK holiday in a caravan with a flat screen television. It’s a much better offer. That’s when you approach something like Center Parcs — they’ve led the way by demonstrating that the offering can be exceptionally good.”"
Quotes
  • "The deal was the latest in a series in recent months, as the sector looks to take advantage of the growing trend for staycations in the UK, bolstered by the weak pound and hot summer weather. Coppergreen acquired the Kenwick Park Golf Hotel and Spa and Lodge Park in Lincolnshire as well as Clumber Park in Nottinghamshire, doubling the size of its portfolio. Backer BGF invested a further £10 million of growth capital while HSBC has provided £15.3 million toward these purchases and general group capital expenditure."
Quotes
  • "In 2019, there are now over one million caravans in use in the UK and the caravan industry still remains an important contributor towards British tourism. This report explores what it is that is helping the UK caravan industry to continue to successfully grow and contains a compilation of key caravan market trends and insight for the market leading up to 2019."
  • "People of all ages love the experience of a caravan holiday and with over 50 million nights spent inside our beloved caravans each year and the constant development of the facilities that surround them, the industry is opening its arms to everyone."
  • "UK residents are the third biggest caravan enthusiasts in Europe according to the NCC. France are the second biggest caravan lovers and Germany top the charts* with the highest touring caravan to population ratio. However, the UK remains the market leader in caravan manufacturing."
  • "One in 10 UK adults now own a second home*. This means that 5.2million people have a property that could be considered as a holiday home. 50% of these properties are owned by baby boomers who tend to reside in the south of England. 25% of second home owners were born in Generation X."
Quotes
  • "Bailey caravans cost between £15,000 and £27,000. Despite the hefty price tags some consumers are opting to buy one, rather than spend money on a foreign holiday, says Mr Day."
Quotes
  • "Operators in the Caravan and Camping Sites industry provide short-term accommodation for guests in campsites, caravan sites and static caravan parks. Despite revenue declining in 2015-16, it has increased since 2016-17. Growing household disposable income led to a greater number of consumers favouring international travel, subduing demand for caravan and camping sites in 2015-16"
Quotes
  • " Although there is continued pressure on consumer spending power, ABTA research shows a notable increase in people planning to spend more on their holidays in the next 12 months. Over three in ten people (31%) plan to spend more, compared to 24% who stated this in 2016, with only 14% of people planning to spend less."
From Part 03
Quotes
  • "Visitors who stayed in rented or touring accommodation, such as caravans, spent on average £557 per visit (£101 per day)"
  • "Visitors to holiday parks and campsites stay longer and spend more than the average tourist"
Quotes
  • "The growing popularity of holiday parks is also enticing visitors, particularly in the domestic market, to more rural and coastal locations. This is especially apparent for longer breaks, where cost considerations such as fuel prices are offset by length of stay. "
  • "Southern and coastal holiday parks are proving popular for visitors in touring vehicles from mainland Europe, who often choose such accommodation as a first-night stop from which to continue exploring the UK."
  • "Younger generations reported a higher spend on holiday parks and theme parks, with families with children aged 4-6 years old spending more than £200 on visiting holiday parks."
Quotes
  • "We analysed data from over a dozen holiday parks and campsites of varying sizes and locations across the UK in 2018, comparing their revenue, transactions and traffic against the same period in 2017 (namely January 1st – October 16th)."
  • "It showed that, on average, mobile traffic was now responsible for 43% of all transactions, comparted to 35% for desktop and 22% for tablet. This represents a 20% swing, with desktop transactions dropping by 10% and mobile transactions increasing over 10%."
  • "Mobile traffic also saw further increases in 2018, jumping by an average of 27% on 2017. As an average across the parks we analysed, mobile traffic accounted for 51% of all website visits, desktop 30% and tablet 19%."
Quotes
  • "But caravan parks and local holiday resorts have also attracted more business by appealing to the middle classes, says Rushby."
  • "But now, people with white-collar professional jobs will take a foreign holiday but will also take a UK holiday in a caravan with a flat screen television."
Quotes
  • "A Derbyshire leisure business which sells motorhomes and caravans, as well as operating its own UK holiday parks, has said it is benefiting from a staycation boom caused by Brexit uncertainty."
  • "He said: “We’ve found that the current national crisis is making people think twice about foreign holidays."