Leisure vehicles appeal shows no sign of slowing during Winter

Following the first lockdown back in March, Auto Trader conducted some research into consumer attitudes towards “staycationing” to understand if the motorhome and caravan market would be set to see a boom throughout the Summer with travel restrictions in place. 

The numbers were very positive, with 51% of those planning a staycation considering a motorhome or caravan, but we never expected to see the increase in demand that this season has brought and is continuing to bring. 1 

At the height of the season, all audience and engagement metrics were showing huge year on year growth: in August visits across the two platforms were up 55% versus 2019 and sales enquiries were 123% up. 2 

And even in October, when we are coming to the end of the traditional season and this year we’ve seen a lot of uncertainty around increased restrictions, visits have been 73% up and sales enquiries up 85% year on year. 3 

In fact, we recently conducted some further research and this time round, 71% of those looking for a Winter break would consider a motorhome or caravan, although there was a shift towards more top-end models to ensure a little more luxury during the colder weather. 4 

Although the lockdown may have changed people’s plans further since then, it is still a positive sign of things to come if the restrictions in England ease at the start of December as planned.  

Last year in November and December, there were 6.3 million advert views across the motorhome and caravan platforms, and as November to date (despite the lockdown) is currently 54% up in visits and 55% up in enquiries versus the same period in 2019, this could be even higher this year.5 As people have now got used to this new way of researching, it’s likely that even those who aren’t hardy enough for a Winter staycation in a motorhome or caravan, are still looking to do their research for the next season to avoid the rush seen this year.  

Auto Trader Internal Data: 1 Auto Trader consumer survey June-July 2020, 2 Aug 1st - 31st 2020 vs 2019, 3 October 1st-31st 2020 vs 2019, 4 Survey of 2,000 UK adults commissioned by Auto Trader, October 2020, 5 1st - 10th Nov 2020 vs 1st - 10th Nov 2019