Home Tourism Tendencies: Are We Nonetheless Comfortable Campers?

It’s been a turbulent few years for the home tourism market throughout Europe, significantly within the UK. The aftermath of the COVID-19 pandemic led to a substantial improve in staycations as journey restrictions and security considerations made worldwide journey much less possible. The UK tenting and caravanning market was one of many sectors to learn essentially the most. Between the beginning of the pandemic and November 2023, over one in 5 UK adults went on a tenting or caravanning vacation, and over a 3rd of these adults have been first-timers. The outside, socially-distanced nature of tenting holidays additionally appealed to shoppers throughout these unsure occasions. 

Nonetheless, the abroad journey business started to recuperate following the lifting of restrictions in 2022, and has seen a major restoration within the years since. Naturally, the tenting business has been impacted, and noticed a dip within the speedy aftermath. However simply because the abroad vacation business was getting again on observe after the numerous impression of the pandemic, alongside got here the price of dwelling disaster. Client considerations could have modified from health-related to monetary, however the impression stays the identical: a notable shift in direction of home tourism. The price of dwelling disaster has resulted in price-sensitive behaviour amongst holidaymakers throughout Europe. Mintel’s market analysis discovered that practically half of UK travellers deliberate to spend much less on their important vacation in 2024 in comparison with earlier years. This  pattern is being felt throughout Europe, with lower than a fifth of German shoppers who’re struggling financially plan on prioritising vacation spending. This might be excellent news for the tenting business, because the budget-friendly enchantment of tenting holidays can appeal to households with constrained funds.

Over half of UK shoppers who are usually not fascinated about taking a tenting vacation cite uncomfortable sleeping and climate considerations as the most important obstacles to tenting. Whereas the tenting business can’t do something in regards to the British summer season climate, campers’ sleeping scenario will be improved. Sleep well being is more and more vital to holidaymakers. Mintel’s market analysis has proven that greater than a 3rd of lodge visitors say lodge rooms designed to reinforce sleep high quality are vital when selecting lodging. Resorts within the UK have responded to this client demand by introducing sleep-enhancing options of their rooms. This want to get evening’s sleep whereas on vacation is maybe the explanation why glamping (a portmanteau of ‘glamorous’ and ‘tenting’) has change into so in style. Over the previous decade, the UK glamping business has proven important progress and is anticipated to stay in style as a result of elevated client demand for luxurious vacation experiences.

An analogous pattern has been seen in Germany, the place luxurious and weatherproof lodging like small huts and heated vans are in demand. One firm that’s main innovation inside the tenting business is the German-based model, Bubble Tent, which has proven how manufacturers could make tenting a extra luxurious expertise, with comfy glamping domes and personal loos. Along with attracting new holidaymakers, weatherproof lodging present the potential to increase the tenting season past the summer season. In truth, in Germany there’s a rising curiosity in low season tenting, which may embody winter actions corresponding to snowboarding and ice skating.

As a way to appeal to new campers who’ve beforehand been delay by the discomfort of tenting, UK campsites ought to take inspiration from the German tenting business and German initiatives corresponding to Bubble Tent, who’re redefining what the tenting expertise will be like for shoppers. Even for campers who eschew the luxurious glamping expertise for one thing a bit extra modest, there may be nonetheless important curiosity in further options or upgrades. corresponding to personal toilet services, or on-site services corresponding to eating places or swimming swimming pools. Manufacturers which have these services ought to draw consideration to the additional benefit of luxurious in a extra rustic surroundings to draw a wider vary of shoppers.

Regardless of some shoppers’ reservations about consolation, the hyperlink between the tenting and the wellness business is rising. Within the UK, practically half of potential home wellness travellers present curiosity in a rural or countryside break, and what might be extra rural than tenting? Moreover, spending time outdoors is the most typical methodology utilized by Brits to deal with stress, so the tenting business is completely positioned to supply shoppers a vacation doubtless to enhance emotional and psychological wellbeing. Journey manufacturers within the UK are already selling the advantages of spending time in nature by emphasising the psychological and bodily well being benefits related to nature-based actions. For instance, Heart Parcs lately launched a brand new Forest Spa that provides experiences like forest bathing, that are designed to harness the advantages of spending time in pure environments. 

Tenting manufacturers throughout Europe are additionally introducing wellness-inspired options, albeit on a smaller scale. German-based Bubble Tent can present additional inspiration right here, they provide easy, enjoyable outside areas, corresponding to outside scorching tubs, which foster emotional and psychological wellbeing. Pensthorpe, a 700-acre nature reserve in Norfolk, is making connecting with nature extra accessible by opening a pop-up glamping and tenting website, which incorporates visitor entry to the park and reserve.

As outlined in Mintel’s 2024-25 World Outlook on Sustainability, shoppers have gotten extra aware about sustainability and their carbon footprint. There’s a rising curiosity in sustainable journey and holidays, with nearly half of potential travellers eager to know the environmental impression of vacation actions earlier than reserving. Luckily for the tenting business, tenting holidays are seen as extra environmentally pleasant than different forms of holidays by round three-quarters of Brits. Tenting holidays are already a sexy alternative for eco-conscious shoppers, due to this fact, tenting websites ought to deal with improvements that transcend commonplace eco-friendly efforts. For instance, websites can supply volunteering alternatives and actions with minimal environmental impression. Moreover, to enchantment to the rising group of electrical car house owners, manufacturers needs to be investing in electrical car charging infrastructure to accommodate this shift in behaviour. 

Regardless of the rising client curiosity in sustainability, there’s a important degree of scepticism amongst shoppers relating to the authenticity of manufacturers’ sustainability claims. Two-thirds of travellers imagine that firms are responsible of greenwashing. This highlights the significance of transparency and efficient communication round sustainability for manufacturers. The tenting business is rightfully seen as a sustainable and eco-friendly class, and it has an enormous alternative to construct on its inexperienced picture.

The perfect routes to progress within the tenting business emerge from the business’s pre-existing inexperienced picture. The business is nicely positioned to undertake a holistic method to sustainability, addressing financial, social, and environmental impacts. To not solely nurture the well being of the planet, but in addition the well being of holidaymakers, by providing the chance to attach with nature, enhance psychological wellbeing, and supply a much-needed respite from on a regular basis stressors and anxiousness. General, the outlook for the tenting business is sunny, even when the climate usually isn’t…

To study extra in regards to the tenting and home journey industries, discover our intensive vary of Holidays and Journey Market Analysis, or fill out the shape under to enroll to Highlight, Mintel’s free publication for unique insights.