Caravanning continues to gain in importance

Market survey by a renowned German opinion research organization identifies new caravanning target groups, and shows that caravanning has gained more than 2 million new adherents.

The study results show that the community of German caravanning fans has grown by more than 2 million new entrants to 13.8 million caravanners. In addition, caravanning continues to gain market share compared to the corona-induced downward trend in the travel market. 1.2 million campers express specific intentions to purchase leisure vehicles in the next one to two years. In addition, seven main caravanning target groups have been identified, which differ significantly in terms of motivation and usage behavior and reveal an excellent mix of young and old across all segments.
A new market research survey commissioned by the Caravaning Industrie Verband (CIVD) from the Institut für Demoskopie Allensbach clearly demonstrates that caravanning is an important part of the holidaymaking and leisure-time landscape in Germany. The Institut für Demoskopie Allensbach surveyed individuals who own either a caravan or a motor caravan, as well as Germans who may be interested in owning a caravan or motor caravan at some point in the future. In addition, the pollsters were able to gain new insights via a representative secondary analysis of data from the Allensbach Market and Advertising Media Analysis, based on around 23,000 interviews per year. This analysis clearly shows that the popularity of caravanning, in its capacity as a popular type of holiday in the great outdoors, has grown, even during the pandemic, and has spawned a sizeable group of new aficionados of caravanning consisting of more than two million German holidaymakers. The result: an increase in this group of caravanning enthusiasts from 11.6 million to 13.8 million Germans, among those 14 years of age or older. The long-term perspective also shows that, although this growth rate may well have been fostered by Covid, the pandemic was by no means the sole or root cause of the increase. Caravanning gained 40 percent of its adherents between 2017 and 2021, and 16 percent over the past two years. A look backward at intentions to purchase a caravan or motor caravan is equally revealing. Relative to 2015, there has been a significant increase of 1.2 million Germans who engage in caravanning and who plan to purchase a caravan or motor caravan sometime within the next 12-24 months.

A steady tendency toward the intention to purchase a motor caravan

The Institut für Demoskopie Allensbach survey also reveals a clear trend when it comes to purchase decisions concerning caravans or motor caravans. 66 percent of the survey respondents who were planning to purchase a vehicle for the purpose of going on holiday opted for a motor caravan. 53 percent of the respondents in this group stated that they intend to purchase a used motor caravan, and 13 percent said that they plan to purchase a new vehicle. Of the 11 percent of respondents who said they plan to purchase a caravan, 8 percent said they would opt for a used vehicle, and 3 percent said they would be purchasing a new vehicle.

Purchase criteria for caravans and motor caravans

The Institut für Demoskopie Allensbach survey also investigated purchase criteria and found that, irrespective of whether a respondent intends to purchase a new or used vehicle, price is the key factor (80 percent of respondents), along with vehicle appurtenances. And for 58 percent of respondents, vehicle size is an important consideration when it comes to purchasing a caravan or motor caravan. On the other hand, the number of persons that a caravan or motor caravan sleeps is an important purchase criteria for less than half (43 percent) of the persons surveyed. The survey also found that 40 percent of respondents rented a caravan or motor caravan prior to purchasing one. According to the survey data in this regard, 26 percent of respondents rented a motor caravan, 9 percent rented a caravan, and 4 percent rented both types of vehicles.

The market survey identified seven main caravanning target groups

The Institut für Demoskopie Allensbach’s comprehensive analysis of caravanning target groups yielded exciting insights as well, concerning caravanning target groups. These target groups are as follows: the “discoverers,” the “thrifty,” the “flexible,” the “priceconscious,” the “steady” the “passionate devotees,” the and the “full-time caravanners.” The members of the newly identified “discoverers” target group, which represents 17 percent of the survey’s respondents, do most of their caravanning via short trips, in a caravan, and in the company of children. The “flexible” group comprises the same proportion of the respondents, in their capacity as the target group known as the “double-income no-kids target group” – namely middle-aged couples who enjoy going on short holidays, in a motor caravan, and who prefer holiday locations that are less frequented. Well-to-do Best Agers, in their capacity as full-time caravanners, enjoy the privilege of travelling year-round in their own motor caravans, with a penchant for spending time in cities.
The German entire presentation is available for downloading here.

Caravaning in Deutschland: Eine Befragung von Besitzern und potentiellen Käufern

Institut für Demoskopie Allensbach - Michael Sommer
Sociodemographic Data A study by the Institute for Tourism and Recreational Research in Northern Europe shows sociodemographic data and the travel behaviour of caravanning holidaymakers. Find out more
Studies: Potential of caravanning in Germany Best future prospects: According to the latest GfK study, more than 14 million Germans can imagine a holiday in a motor caravan or caravan. Find out more