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Camping and Caravanning - Ireland - September 2015

Camping and Caravanning - Ireland - September 2015

Ireland experienced an unseasonable and heavy rainfall-filled summer in 2015, which is likely to have had a detrimental effect on the number of Irish consumers camping or caravanning. Given that camping is a more weather-sensitive activity than other holiday types, poor weather conditions during peak camping months are likely to deter a number of consumers from venturing into the great outdoors.

This report answers the following areas:

How is the camping and caravanning sector expected to perform in 2015?
What are the constraints facing this market?
What are the reasons that have prevented camping or caravanning in the past?
What services would Irish consumers be interested in seeing at campsites?


INTRODUCTION
Key themes of the report
Definition
Consumer data
Data sources
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Estimated total visitors who camped or used a caravan while holidaying in IoI, 2010-20
Forecast
Figure 2: Estimated total visitors who camped or used a caravan while holidaying in IoI, by domestic
and overseas visitors, 2010-20
Market factors
Consumer confidence rising could threaten the camping sector
Hotels remain the most popular accommodation
Figure 3: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, NI and
RoI, July 2014
Poor weather likely to decrease footfall
Caravan production witnesses a slight decline in 2015
Glamping offers an alternative to ‘traditional’ camping
Companies and innovations
The consumer
Camping in a tent is the most popular camping accommodation
Figure 4: Types of accommodation used in the past three years, NI and RoI, September 2015
Irish consumers seek to camp and caravan close to home
Figure 5: Locations in which consumers have camped or caravanned in the last three years,
domestic, NI and RoI, September 2015
Figure 6: Locations in which consumers have camped or caravanned in the last three years,
overseas, NI and RoI, September 2015
Weather and preference for hotels keeping consumers from campsites
Figure 7: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, NI and RoI, September 2015
Electric hook-up the main amenity Irish consumers would pay more for
Figure 8: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, NI and RoI, September 2015
What we think
ISSUES AND INSIGHTS
How is the camping and caravanning sector expected to perform in 2015?
The facts
The implications
What are the constraints facing this market?
The facts
The implications
What are the reasons that have prevented camping or caravanning in the past?
The facts
The implications
What services would Irish consumers be interested in seeing at campsites?
The facts
The implications
MARKET OVERVIEW
Key facts
Consumer confidence on the rise
Figure 9: Indexed consumer confidence, NI, Q4 2012-Q1 2015
Figure 10: Indexed consumer sentiment, RoI, September 2014-July 2015
Stronger confidence could see holidaymakers trading up
Hotels and rented accommodation remain top accommodation pick
Figure 11: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, NI
and RoI, July 2014
Movement on hotel building could boost competition
Short break holidays are on the rise among Irish consumers
Figure 12: Percentage of RoI consumers who took a holiday in Ireland (RoI), by length of holiday,
2010-14
Poor Irish weather could disturb campers
Caravan production witnesses a slight decline in 2015
Figure 13: Number of touring caravans produced in the UK, November 2012-May 2015
Growing demand for bigger caravans
Glamping offers an alternative to ‘traditional’ camping
MARKET SIZE AND FORECAST
Key points
Camping in Ireland attracts more than 2.5 million in 2014
Figure 14: Estimated total visitors who camped or used a caravan while holidaying in IoI, by domestic
and overseas visitors, 2010-20
Figure 15: Estimated total visitors who camped or used a caravan while holidaying in IoI, by domestic
and overseas visitors, 2013-15
Domestic tourists expected to decrease in 2015
Figure 16: Estimated total visitors who camped or used a caravan while holidaying in IoI, NI and RoI,
2010-20
Figure 17: Estimated total visitors who camped or used a caravan while holidaying in IoI, NI and RoI,
2010-20
Visitor numbers expected to rise in 2015
Figure 18: Estimated total visitor numbers, IoI, NI and RoI, 2010-20
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key facts
Betsy Blue
Haven caravan sites have the X Factor
OPUS Moto
COMPANY PROFILES
Tourism Authorities
Fáilte Ireland
Tourism NI (formerly NITB)
NI Camping and Caravan Sites
Annalong Holiday Park
Rushin House Caravan Park
Chestnutt Holiday Park
Six Mile Water Caravan Park
Clare Glen Caravan Park
RoI Camping and Caravan Parks
Camac Valley Tourist Caravan and Camping Park
Garrettstown House Holiday Park
Glen of Aherlow Caravan & Camping Park
Wave Crest Caravan Park
Glenross Caravan & Camping Park
Dunmore East Holiday Park
Killarney Flesk Caravan & Camping Park
Barley Cove Holiday Park
Eagle Point Camping
THE CONSUMER – USAGE OF CAMPING AND CARAVANNING
Key points
Camping in a tent is the most popular camping accommodation
Figure 19: Types of accommodation used in the past three years, NI and RoI, September 2015
Camping proves popular among younger consumers
Figure 20: Consumers who have stayed in a tent in the last three years, by gender and age, NI and
RoI, September 2015
Motorhomes and static caravans appeal more to older consumers
Figure 21: Consumers who have stayed in a static caravan or motorhome in the last three years, by
gender and age, NI and RoI, September 2015
NI Millennials show stronger caravan usage
Camping and caravanning proves popular among families
Figure 22: Consumers who have stayed in a tent in the last three years, by age of child/ren in the
household, NI and RoI, September 2015
Caravanning popular with families
Figure 23: Consumers who have stayed in a static caravan or motorhome in the last three years, by
age of child/ren in the household, NI and RoI, September 2015
Irish consumers remain open-minded about camping and caravanning
THE CONSUMER – LOCATION OF CAMPING
Key points
Irish consumers seek to camp and caravan close to home
Figure 24: Locations in which consumers have camped or caravanned in the last three years,
domestic, NI and RoI, September 2015
Leinster and Munster prove most popular camping counties in RoI
Figure 25: Consumers who have camped or caravanned in the Leinster or Munster in the last three
years, NI and RoI, September 2015
Figure 26: Consumers who have camped or caravanned in Leinster and Munster in the last three
years, by gender and social class, RoI, September 2015
NI consumers favour Co. Antrim and Co. Down
Figure 27: Consumers who have camped or caravanned in Co. Antrim and Co. Down in the last three
years, NI and RoI, September 2015
Irish consumers look to the UK and France for overseas camping
Figure 28: Locations in which consumers have camped or caravanned in the last three years,
overseas, NI and RoI, September 2015
Figure 29: Consumers who have camped or caravanned in the UK or France in the last three years,
NI and RoI, September 2015
Figure 30: Number of UK holiday parks, by top five operators, September 2015
THE CONSUMER – REASONS FOR NOT CAMPING OR CARAVANNING
Key points
Strong level of consumers would prefer to stay in hotel accommodation
Figure 31: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, NI and RoI, September 2015
Women and affluent consumers most likely to prefer a hotel/guesthouse
Figure 32: Consumers who have not been on a camping or caravanning holiday in the last three
years because they would rather stay in a hotel or guesthouse, by gender and social class, NI and
RoI, September 2015
Weather worries keep a third away from campsites
Figure 33: Consumers who have not been on a camping or caravanning holiday in the last three
years because they were put off by the weather, by age, NI and RoI, September 2015
Comfort a key issue for affluent consumers
Figure 34: Consumers who have not been on a camping or caravanning holiday in the last three
years because they were put off by a lack of comfort, by social class, NI and RoI, September 2015
Some feel they are the wrong age to go camping
Figure 35: Consumers who have not been on a camping or caravanning holiday in the last three
years because they feel they are the wrong age for it, by age, NI and RoI, September 2015
THE CONSUMER – FACILITIES CONSUMERS WOULD PAY EXTRA FOR
Key points
Electric hook-up the main amenity Irish consumers would pay more for
Figure 36: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, NI and RoI, September 2015
Employed consumers show appetite for electric hook-ups
Figure 37: Consumers who would pay more for an electric hook-up when taking a camping or
caravanning holiday, by gender and age, NI and RoI, September 2015
Private washing facilities most important to NI women
Figure 38: Consumers who would pay more for a private toilet/shower/bath facilities when taking a
camping or caravanning holiday, by gender and social class, NI and RoI, September 2015
Consumers with teenagers would pay more for swimming pools
Figure 39: Consumers who would pay more for a swimming pool when taking a camping or
caravanning holiday, by presence of children in the household, NI and RoI, September 2015
APPENDIX
NI Toluna data
Figure 40: Types of camping or caravanning holidays consumers have been on in the last three
years, by demographics, NI, September 2015
Figure 41: Types of camping or caravanning holidays consumers have been on in the last three
years, by demographics, NI, September 2015 (continued)
Figure 42: Types of camping or caravanning holidays consumers have been on in the last three
years, by demographics, NI, September 2015 (continued)
Figure 43: Places that consumers have visited for a camping or caravanning holiday in the last three
years, by demographics, NI, September 2015
Figure 44: Places that consumers have visited for a camping or caravanning holiday in the last three
years, by demographics, NI, September 2015 (continued)
Figure 45: Places that consumers have visited for a camping or caravanning holiday in the last three
years, by demographics, NI, September 2015 (continued)
Figure 46: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, by demographics, NI, September 2015
Figure 47: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, by demographics, NI, September 2015 (continued)
Figure 48: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, by demographics, NI, September 2015 (continued)
Figure 49: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, NI, September 2015
Figure 50: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, NI, September 2015 (continued)
Figure 51: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, NI, September 2015 (continued)
RoI Toluna data
Figure 52: Types of camping or caravanning holidays consumers have been on in the last three
years, by demographics, RoI, September 2015
Figure 53: Types of camping or caravanning holidays consumers have been on in the last three
years, by demographics, RoI, September 2015 (continued)
Figure 54: Types of camping or caravanning holidays consumers have been on in the last three
years, by demographics, RoI, September 2015 (continued)
Figure 55: Places that consumers have visited for a camping or caravanning holiday in the last three
years, by demographics, RoI, September 2015
Figure 56: Places that consumers have visited for a camping or caravanning holiday in the last three
years, by demographics, RoI, September 2015 (continued)
Figure 57: Places that consumers have visited for a camping or caravanning holiday in the last three
years, by demographics, RoI, September 2015 (continued)
Figure 58: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, by demographics, RoI, September 2015
Figure 59: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, by demographics, RoI, September 2015 (continued)
Figure 60: Reasons why consumers have not been on a camping or caravanning holiday in the last
three years, by demographics, RoI, September 2015 (continued)
Figure 61: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, RoI, September 2015
Figure 62: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, RoI, September 2015 (continued)
Figure 63: Factors that consumers feel would be worth paying more for (if basic requirements have
already been met) when taking a camping or caravanning holiday, RoI, September 2015 (continued)
UK RESEARCH METHODOLOGY
Consumer research
Sampling and weighting
Definitions
Qualitative Research
Further Analysis
Brand & Social Media Research
Trade research
Informal
Formal
Desk research
Statistical Forecasting

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