The inaugural 2019 Caravan Park Consumer Report is the most comprehensive of its kind in Australia and seeks to understand the perception of caravan parks from Australians, the intention to stay in caravan parks and the motivations that underpin these decisions. This research follows on the back of the 2018 RV Consumer Report and seeks to understand the Australian population’s attitude toward the caravan industry and the consumer demand trends that the sector can address in their business practises and product development.
This report is based on a survey that was presented in November 2019, prior to the extensive impacts of bushfires and COVID-19, however it highlights that the demand for caravan and camping lifestyle has never been greater, with more than 56 million nights being spent caravan and camping by Australians in Australia and 13.7 million trips being taken over that period (Tourism Research Australia, 2019). However, with a disruptive end to 2019 and beginning to 2020 with bushfires and the emergence of COVID-19, there remains a strong need to understand what motivates a traveller to stay in caravan parks in Australia. Additionally, there is a need to know how to connect new consumers with caravan parks which, unlike many other travel accommodation choices, is regarded as a way of life with some of the most loyal travellers in Australia who proudly identify as caravanners and campers.
With economic challenges, natural disasters and political uncertainty dominating much of the industry’s discussion through 2019, the record numbers highlight the robust nature of the caravan park industry. However, there remains doubts and travel uncertainty through 2020, hence it remains vital to understand the modern consumer and identify how product development and suitable marketing strategies can be utilised to boost visitation.