On the production side, the industry often overlooks this broader value of its products. Manufacturers tend to concentrate heavily on the automotive and shipbuilding aspects of new models. However, when speaking with users, it's clear that the true worth of these vehicles lies not in their features, but in the unique experiences they enable. Users rarely discuss technical specifications; instead, they share stories of meaningful outdoor adventures and cherished family moments that these vehicles make possible.
Caravanners in Europe spend the majority of their time (70-75%) stationary, particularly in well-equipped campgrounds and holiday parks. This trend reflects a growing preference for extended stays at specific destinations, influenced by the comfort provided at modern campgrounds.
What truly matters? These are just some of the benefits users point out as the main reasons for choosing this type of vacation:
European recreational boating market reports reveal that users spend a significant portion of their time stationary, especially in well-equipped marinas and anchorages. This trend reflects a growing emphasis on recreation, exploration, and socialising related to the sea and the coast. Although there is significant variation among different types of yachting and the interests of those who pursue it, stationary time presents unique opportunities and challenges for each.
What truly matters? Here are some of the key benefits that boat users cherish about their experience:
By listening to your users, you will identify their overlooked aspirations, opening up opportunities for higher product value, increased client satisfaction, and entry into new markets.
Next steps:
At Sito, we have been researching the caravanning market since 2009 and the yachting market since 2017. For this post, we also utilised additional resources: