20.01.2022
A new market survey shows that caravanning is becoming increasingly popular in Germany, despite the downward trend in the travel market
Press Release
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 Institut für Demoskopie Allensbach’s market survey also provides insight into the caravanning related views of millenials, who constitute the next generation of caravanners. As a target group, millenials attach particular importance to sustainability and environmental protection, values they feel that travel via caravanning is fully compatible with. Caravaning Industrie Verband (CIVD) Managing Director Daniel Onggowinarso had this to say about the main takeaway from the Institut für Demoskopie Allensbach market survey: “I find it interesting that, according to the survey, new adherents of caravanning have pretty much the same values and attitudes as the target groups of relatively long standing – from which I feel it’s safe to say that, while Covid may have prompted more Germans to embrace caravanning than would otherwise have been the case, the pandemic is by no means the sole cause of this evolution.” Mr. Onggowinarso went on to say that the market survey “clearly reveals that caravanners comprise an extensive mix of young and old across all segments” and that caravanning is bound to continue gaining devoted adherents in the coming years as well.
Caravaning in Deutschland: Eine Befragung von Besitzern und potentiellen Käufern
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Marc Dreckmeier
Director Marketing & PR
Tel: +49 69-704039-18
marc.dreckmeier@civd.de
Jonathan Kuhn
Manager Marketing & PR
Tel: +49 69-704039-28
jonathan.kuhn@civd.de
Contact
Caravaning Industry Association e.V.Hamburger Allee 14
60486 Frankfurt am Main
Germany