Facts & Figures
Members: 208
Industry: Tourism / Automotive / Travel
Founded: 1962
Task:
Representation of all interests of the caravaning industry vis-à-vis German and European policymakers, authorities, and institutions, along with public relations and marketing activities — including serving as the conceptual sponsor of the world’s largest trade fair, the CARAVAN SALON in Düsseldorf.
“Our manufacturers have observed a shift in customer demographics within the caravaning market, accompanied by changing values.
The GfK Consumer Insights study showed that the emerging target group shares similar attitudes and values but is younger and more digitally engaged. With this detailed target group analysis, we can tailor future marketing activities more precisely and reach potential customers more effectively.”
Fabio Pinel, Head of Market Research & Business Intelligence, CIVD
“The result — more than 250 slides — exceeded our expectations. The consulting was thorough and highly professional. Additionally, the findings attracted considerable media attention. We are therefore pleased to continue the collaboration.”
Fabio Pinel, Head of Market Research & Business Intelligence, CIVD
Starting Point: Changes in the Target Group
Before and during the COVID period, annual sales of caravans and motorhomes nearly doubled, as this flexible and nature-oriented form of travel became increasingly attractive to consumers. Recently, however, sales have declined significantly due to economic and geopolitical challenges as well as supply chain disruptions. At the same time, noticeable shifts in target groups have emerged, with some manufacturers identifying a potentially new buyer segment. A target group analysis was intended to show how the changes would specifically unfold. Reliable market data is essential for manufacturers to support strategic planning and product development.
As the industry association for caravaning, CIVD was tasked with conducting the market analysis and sharing the results with its members. Given the strong and trusted collaboration over the past five years, CIVD turned to GfK for support — guided by a shared goal: preparing the industry to be future ready.
Surprising Insights
The study analyzed changes in potential buyers, their values, and attitudes from 2008 to the present — generating actionable insights for the near future. This was made possible by GfK Consumer Life data, which spans more than 25 years. These long-term time series enabled extrapolation and analysis of the values and attitudes of various target groups — both current and emerging. Thanks to GfK, CIVD already has a clear understanding of what will matter to its future audiences.
The new buyers who discovered camping during the COVID years were true newcomers — unlike previous target groups. However, the core values of traditional caravaning customers and new entrants differ only slightly: both value nature, flexibility, and autonomy. As the consumer base becomes younger, it must be addressed differently. This requires a shift in the association’s marketing strategy — particularly in the choice of campaign channels.
Implications for Image Campaigns
One of the core responsibilities of the association is to design and manage image campaigns focused on the topic of caravaning. Insights from the GfK study suggest that campaigns previously centered around TV should increasingly be complemented by digital measures — allowing for significantly more targeted and efficient outreach.
Further collaboration is planned
The association is able to leverage the extensive and precise insights for future campaigns. The collaboration has also proven valuable thanks to the high level of media coverage — GfK studies tend to attract significant attention in Germany.
A new project is already in the pipeline. Its goal is to measure the willingness to purchase vehicles in Germany and identify trend indicators for the industry — a critical task given the current challenges.
