The most important findings from market research
Find out here the key learnings from the market study “Caravaning Business Insights 2022”. The representative study revealed positive trends and clear insights into what moves German guests:
About every third person is intensively involved in caravanning
Interest in caravanning and camping remains very high. Around 31% of Germans show a high level of interest in caravans and motorhomes. Among motor home owners, the length of trips (60 days on average) and the number of kilometers traveled per year (10,771 km) are increasing even further compared with the previous year – despite higher gasoline prices.
own illustration based on Caravaning Insights study, gsr Unternehmensberatung / MiiOS Marktforschung, June 2022
Variety and high satisfaction with campsites
The range of camping sites is gradually expanding. In addition to camping at classic campsites, camping farms, wineries and country inns in particular achieve very high satisfaction ratings. Mobile home ports and similar sites, as well as microcamping on private land, achieve good satisfaction ratings.
own illustration based on Caravaning Insights study, gsr Unternehmensberatung / MiiOS Marktforschung, June 2022
With camper or caravan it goes again increasingly abroad
With the lifting of travel restrictions, many are again drawn to southern Europe. Overall, demand for campsites in Germany seems to be easing. However, Germany remains the preferred destination with 38 % of campers, followed by Italy (12 %) and Croatia and France (8 % each). In Germany, Mecklenburg-Vorpommern remains the camping leader with 23 % of guests, ahead of Schleswig-Holstein (16 %), Bavaria and Lower Saxony with 13 % each.
High demand for information before and during the trip
Before the trip, campers make intensive use of digital sources to ensure an optimal travel experience. The need for information relates to routes, campsites, the destination region and its tourist offers. Important sources of information are campsite websites, websites of regions or localities, YouTube, and portals such as PiNCAMP. About half of campers, especially caravan or motorhome renters, also seek information in person at the local tourism office before or during their trip.
Digitalization before and during the journey has great potential
Very many guests would like to reserve, book or pay online. Guests rate these criteria as more important when choosing a campsite than the shopping and dining options on site. The WLAN on site is even the most important selection criterion for a campsite – even before the bathing facilities!
own illustration based on Caravaning Insights study, gsr Unternehmensberatung / MiiOS Marktforschung, June 2022
The study: a representative picture of the mood among German campers
gsr Unternehmensberatung GmbH, and the market research institute MiiOS GmbH have compiled a comprehensive opinion survey in the form of the Caravaning Business Insights 2022 study. A total of 10,298 people from Germany aged between 18 and 80 were interviewed. The respondents include 3,173 people who own, rent or would like to own a motorhome or caravan. The study is considered representative of the German population. PiNCAMP, Auto Bild Reisemobil, Nürnberger Versicherung and other companies sponsored the study. You can get more information from the study here.
