The Motorhome & Caravan Show 2025: Why These “Record Sales” Actually Matter

The Motorhome & Caravan Show 2025 has wrapped up — and by almost every commercial measure, it delivered. Attendance rose, exhibitors reported record or near-record sales, and consumer confidence showed clear signs of life across motorhomes, campervans, caravans, and accessories .

On the surface, this looks like another “good news” industry headline. Look closer, and it’s something more important: evidence that demand hasn’t disappeared — it’s consolidated, informed, and ready to transact when the conditions are right.

What actually happened at the show?

Let’s strip it down to the signals that matter:

• 96,149 visitors attended across six days — up year-on-year

• 350+ exhibitors showcased roughly 1,000 new-for-2026 vehicles

• Multiple manufacturers and converters reported:

  • Best-ever NEC performances

  • Double-digit sales growth

  • Stronger conversion rates, not just “interest”

This wasn’t window shopping. Buyers arrived prepared, researched, and ready to commit — often using show-only offers as the final trigger.

That distinction matters.

What Your Website Should Be Doing Differently Right Now

The Motorhome & Caravan Show 2025 confirmed something many dealers still don’t want to accept:

The sale now starts weeks before the customer ever speaks to you.

Your website is no longer a brochure. It’s the first salesperson — and in many cases, the most important one.

Here’s what needs to change.

1. Stop treating your website like a stock list

Most NEC buyers arrived with shortlists already formed. That means your website didn’t just “support” the sale — it pre-qualified it.

Your stock pages should:

• Clearly show who the vehicle is for (first-timers, families, tourers, off-grid users)

• Explain why this model exists in the range

• Compare it against alternatives, not just list specs

If your pages just say “features, price, enquire now”, you’re forcing buyers back to Google — and that’s where you lose them.

2. Answer buying questions before customers ask them

Show visitors proved they are researching properly. Your site should reflect that.

Every serious vehicle page should proactively answer:

• “Is this worth the price compared to similar models?”

• “What compromises does this layout make?”

• “Who shouldn’t buy this vehicle?”

Counter-intuitive truth:
Honest friction builds trust faster than sales copy.

3. Make finance, ownership costs, and availability obvious

Uncertainty kills momentum. The strongest exhibitors converted because they removed it.

Your website should clearly show:

• Typical monthly finance ranges (not vague “finance available” claims)

• Expected lead times or stock status

• Real-world ownership considerations (storage, servicing, warranties)

If customers have to ring you to understand affordability, many simply won’t.

4. Design for the “research phase”, not just enquiries

A large percentage of NEC buyers didn’t purchase on the day — but many will buy in the next 3–6 months.

Your website should:

• Capture early-stage interest with guides, comparisons, and FAQs

• Encourage users to save, compare, or revisit vehicles

• Support long decision cycles instead of rushing everyone to a form

The goal isn’t more enquiries.

It’s better-informed enquiries that convert faster.

5. Build pages around intent, not just models

Buyers don’t search for “your stock number”. They search for:

• “Best motorhome for couples touring the UK”

• “Caravan suitable for towing with a mid-size SUV”

• “Campervan under 6m with toilet”

If your site only ranks for brand + model terms, you’re invisible during the most important phase of the journey.

The bottom line

The NEC results didn’t happen because people suddenly became impulsive again.

They happened because:

• Buyers researched harder

• Brands and dealers that made decisions easier got rewarded

• Confidence was built before money changed hands

If your website isn’t doing that heavy lifting right now, you’re relying on footfall and hope.

Neither scale.

The bigger takeaway

The Motorhome & Caravan Show 2025 wasn’t just “busy”. It was commercially decisive.

It showed that:

• Confidence returns faster than commentary suggests

• Informed buyers reward prepared businesses

• The winners in 2026 will be those who align marketing, stock, and sales — not those waiting for “the market” to save them

If you’re a dealer, manufacturer, or supplier and your takeaway was simply “the show went well”, you’re missing the point.

The signal is clear: visibility + clarity + readiness = sales.

Everything else is noise.

Why this is important for the UK outdoor leisure industry

For the past 18–24 months, the industry narrative has been cautious at best and pessimistic at worst. Stock levels, finance pressures, and talk of “softening demand” have dominated conversations.

This show tells a different story:

• Demand hasn’t collapsed — it’s become more selective

• Consumers are buying when value, availability, and confidence align

• Innovation, clear positioning, and pricing discipline are being rewarded

In short: the market is no longer forgiving, but it is still very much alive.

Manufacturers that turned up with clear product stories — new ranges, defined price points, or meaningful upgrades — converted. Those relying on brand legacy alone didn’t make the same noise.

What this means for UK motorhome & caravan dealers

Dealers should read this as both reassurance and a warning.

The reassurance:
People are still buying leisure vehicles in volume. Big-ticket purchases are happening again when customers feel informed and confident.

The warning:
These buyers are not impulsive. They are researching earlier, comparing harder, and arriving with shortlists already formed.

That has three implications for dealers:

1. Your website matters more than ever
   Many of the “show buyers” made their decisions weeks or months earlier online. If your stock, specs, finance options, and value proposition aren’t clear before the show — you’re invisible.

2. Price alone isn’t the lever anymore
   Discounts help close deals, but clarity closes them faster. Dealers who clearly explain why a vehicle costs what it does are converting better than those racing to the bottom.

3. Post-show follow-up is where the real money is
   Several exhibitors referenced strong pipelines after returning home. Dealers who treat NEC leads as a long-tail revenue opportunity — not a one-week sprint — will win 2026.

Why consumers should care

From a consumer perspective, this show confirmed three things:

• Choice is expanding again — especially in campervans and compact motorhomes

• Manufacturers are responding to real-world usage, not just aesthetics

• Buyers who research properly are securing better vehicles and better deals

The strong uptake across luxury, mid-market, and entry-level segments suggests the leisure vehicle lifestyle isn’t retreating — it’s maturing.

Consumers are buying with intent, not hype. That’s healthy.