Home Tourism Tendencies: Are We Nonetheless Pleased Campers?

It’s been a turbulent few years for the home tourism market throughout Europe, notably within the UK. The aftermath of the COVID-19 pandemic led to a substantial improve in staycations as journey restrictions and security issues made worldwide journey much less possible. The UK tenting and caravanning market was one of many sectors to profit probably 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 had been first-timers. The out of doors, socially-distanced nature of tenting holidays additionally appealed to customers throughout these unsure occasions. 

Nevertheless, the abroad journey business started to get better 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 monitor after the numerous impression of the pandemic, alongside got here the price of residing disaster. Client issues could have modified from health-related to monetary, however the impression stays the identical: a notable shift in the direction of home tourism. The price of residing disaster has resulted in price-sensitive behaviour amongst holidaymakers throughout Europe. Mintel’s market analysis discovered that almost half of UK travellers deliberate to spend much less on their foremost vacation in 2024 in comparison with earlier years. This  development is being felt throughout Europe, with lower than a fifth of German customers who’re struggling financially plan on prioritising vacation spending. This may very well 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 customers who are usually not fascinated about taking a tenting vacation cite uncomfortable sleeping and climate issues as the most important limitations to tenting. Whereas the tenting business can’t do something concerning the British summer time climate, campers’ sleeping scenario could be improved. Sleep well being is more and more necessary to holidaymakers. Mintel’s market analysis has proven that greater than a 3rd of resort visitors say resort rooms designed to boost sleep high quality are necessary when selecting lodging. Motels within the UK have responded to this client demand by introducing sleep-enhancing options of their rooms. This want to get a superb night time’s sleep whereas on vacation is probably the rationale why glamping (a portmanteau of ‘glamorous’ and ‘tenting’) has develop into so common. Over the previous decade, the UK glamping business has proven important progress and is anticipated to stay common because of the elevated client demand for luxurious vacation experiences.

The same development 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 bogs. Along with attracting new holidaymakers, weatherproof lodging present the potential to increase the tenting season past the summer time. In reality, in Germany there’s a rising curiosity in low season tenting, which may embody winter actions corresponding to snowboarding and ice skating.

With the intention to appeal to new campers who’ve beforehand been postpone 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 could be like for customers. Even for campers who eschew the luxurious glamping expertise for one thing a bit extra modest, there may be nonetheless important curiosity in extra options or upgrades. corresponding to personal lavatory amenities, or on-site amenities corresponding to eating places or swimming swimming pools. Manufacturers which have these amenities ought to draw consideration to the additional advantage of luxurious in a extra rustic setting to draw a wider vary of customers.

Regardless of some customers’ reservations about consolation, the hyperlink between the tenting and the wellness business is rising. Within the UK, almost half of potential home wellness travellers present curiosity in a rural or countryside break, and what may very well be extra rural than tenting? Moreover, spending time outdoors is the most typical methodology utilized by Brits to sort out stress, so the tenting business is completely positioned to supply customers 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, Middle Parcs not too long ago 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 out of doors areas, corresponding to out of doors 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 web site, which incorporates visitor entry to the park and reserve.

As outlined in Mintel’s 2024-25 World Outlook on Sustainability, customers have gotten extra acutely aware about sustainability and their carbon footprint. There’s a rising curiosity in sustainable journey and holidays, with virtually half of potential travellers eager to know the environmental impression of vacation actions earlier than reserving. Thankfully for the tenting business, tenting holidays are seen as extra environmentally pleasant than different kinds of holidays by round three-quarters of Brits. Tenting holidays are already a beautiful alternative for eco-conscious customers, subsequently, 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 automobile house owners, manufacturers must be investing in electrical automobile charging infrastructure to accommodate this shift in behaviour. 

Regardless of the rising client curiosity in sustainability, there’s a important stage of scepticism amongst customers concerning the authenticity of manufacturers’ sustainability claims. Two-thirds of travellers consider that corporations 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.

One of the best routes to progress within the tenting business emerge from the business’s pre-existing inexperienced picture. The business is effectively positioned to undertake a holistic strategy to sustainability, addressing financial, social, and environmental impacts. To not solely nurture the well being of the planet, but additionally 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 be taught extra concerning the tenting and home journey industries, discover our intensive vary of Holidays and Journey Market Analysis, or fill out the shape beneath to enroll to Highlight, Mintel’s free publication for unique insights.