The Caravan and Motorhome Club has expanded its 2027 overseas network to 380 campsites across 20 countries, pushing into Poland and Slovakia, returning to Hungary and adding Corsica, with a redesigned brochure to match.
Read as a brochure refresh, it is a quiet story. Look closer. There are two signals in here that have nothing to do with the brochure and everything to do with where UK touring demand is going, and how buyers now behave.
The Club sits on booking data from more than a million members. When it keeps betting bigger on Europe, the trade should pay attention.
What the Club Has Actually Done
Strip the marketing and the move is simple. The 2027 overseas programme runs to 380 sites across 20 countries, up from more than 350 sites across 17 countries for 2026.
The new additions sit in Eastern Europe, with Poland, Slovakia and a return to Hungary, plus Corsica as an extension of the French network. The Club says contracting is underway for more than 40 further European sites, due to go live before the 2027 season.
The second change is quieter but sharper. The Club has rebuilt its overseas brochure as a “coffee table” inspiration guide, while stating that 85 per cent of members now research and book their overseas trips through its digital platforms.
That split is the tell. The brochure inspires. The website sells. The Club has stopped pretending print does the transaction.
Why This Matters for the Industry
Two signals, and both are worth more than the campsite count.
The first is direction. This is another year of the Club growing its overseas offering, after it added 36 European sites for 2026.
A body with more than a million members’ worth of booking data does not keep expanding into a market it sees cooling. It sees active demand for longer, more adventurous trips, part of the wider move toward experience-led travel we have tracked before.
The second signal is harder-edged, and it shows up when you set this against the wider picture. British tourers have been losing ground in France, and the big operators there are pouring money into rental units rather than touring pitches. The pitches a touring caravanner needs are getting harder to secure in the places they most want to go.
Seen that way, 380 contracted sites is not simply more choice. It is the Club locking in touring inventory on behalf of its members, in a market that is building less of it. Securing a decent pitch in France in August is becoming part of what a membership is worth.
Then there is the digital figure. On the Club’s own numbers, 85 per cent of overseas research and booking now happens online. If the most traditional touring body in Britain has moved that far, the brochure-era dealer is already behind.
What This Means for UK Dealers
European touring sells premium vans. Big tanks, solar, lithium and long-range comfort are all easier to justify when a buyer pictures six weeks in France or a first run into Eastern Europe. The Club has just handed buyers 380 fresh reasons to picture exactly that.
Three things to do this month.
- Tie the overseas story to specific stock. When a buyer talks about touring Europe, point them to booking routes that secure pitches early, such as the Club’s overseas programme. You sell the trip, and the van comes with it.
- Run the Club’s split yourself. Inspire in print and on social, then convert on a website that carries the real detail. If your specs still hide in PDFs and your site reads like a brochure, you are the brochure, not the salesperson.
- Brief your sales team on the practical questions. Overseas touring carries more friction now. Buyers planning long trips will ask about the 90-day Schengen limit and how to book pitches ahead. A clear, factual answer builds trust. A vague one loses the deal.
Accessory and component suppliers have a read here too. Longer trips into Eastern Europe and Corsica mean more demand for power, water and security kit that holds up away from full-service sites.
What This Means for Tourers
For members, 2027 brings more overseas choice. Eastern Europe is back on the map, Corsica joins the French run, and 40-plus more sites are due to land before the season.
The practical takeaway is simple. Book early. The Club is pushing overseas touring hard for a reason, and good pitches abroad are getting harder to secure. Plan the 2027 trip now rather than in June.
The Bigger Signal
The easy headline is that a club added some campsites. The real story is that the UK’s biggest touring body is locking in touring pitches while the market builds fewer of them, and has gone digital-first. Both point the same way.
Demand for the European trip is there, and the people buying it are online.
So look at your own forecourt and your own website. Does your overseas-touring sell match where the Club is putting its money? And when a buyer goes looking for the detail, does your site do the job the Club’s does, or does it still read like a brochure?