UK Roof Tents: The Next Big Camping Must-Have

It’s funny how the human mind works.

One day, you spot a car with a roof tent on top and think, “That’s unusual!” But then, suddenly, it feels like they’re everywhere, and you realise: roof tents are having a moment.

What seemed rare is now a growing trend among adventurers and outdoor lovers. This surge in popularity is more than just a passing phase—it’s shaping up to be a significant market shift in the UK.

We looked at how many people search for ‘roof tent’ in the UK each month, and it’s high - 12,100, according to Semrush. And, that’s in the off-season. Interest is higher in the summer.

To put that into perspective, people search for ‘caravans for sale’ 40,500 times a month in the off-season. And, ‘campervans for sale’ gets 60,500 searches a month.

These numbers intrigued us!

In this post, we dive into the key drivers behind the boom and what it means for outdoor marketing professionals.

Analysing the market opportunities in the UK reveals several key growth areas and trends:

1. Rising Consumer Interest and Demand

What’s happening in the UK market with the interest in roof tents?

• Growing Popularity: The Google Trends analysis above shows a steady increase in searches for "roof tent" over the years. In fact, since July 2016, interest in grew by 43.48%. This growth reflects a shift toward flexible, adventure-driven outdoor gear that enhances camping experiences.

• Expansion of the Camping and Overlanding Market: More people are camping and exploring the outdoors. They are a great choice for these people because they can be used for off-grid and adventure camping.
  
  

2. Convenience and Flexibility

• Appeal to Outdoor Enthusiasts: Roof tents are popular with outdoor enthusiasts because they are easy to set up and use. This makes them a good choice for campers who want a stress-free experience. This appeals to those seeking weekend getaways or extended trips with minimal effort.

• Versatility: You can put them on many vehicles, from SUVs to vans. This makes it easier for people who like to be outside to buy them.
  
  

3. Rising Disposable Income and Travel Spending

• Increase in Travel Budgets: With the shift toward spending on experiences over possessions, more consumers are investing in travel-related products. As a mid-range investment, fit within this trend for consumers looking to improve their travel experiences.

• Willingness to Invest: Outdoor enthusiasts and adventure travellers are increasingly willing to spend more on premium camping gear, including roof top tents that offer superior experiences.
  
  

4. Eco-Friendly and Compact Solutions

• Sustainability Focus: As more consumers become eco-conscious, the market can capitalise on this trend by promoting eco-friendly, sustainable materials. Brands focusing on environmentally friendly manufacturing processes will likely attract a larger customer base.

• Space Efficiency: Roof tents are small and don't need to be towed. This makes them a better choice for the environment than bigger trailers and caravans that use more fuel to tow.
  
  

5. Potential for Product Differentiation

• Innovative Designs: Companies can explore innovative designs with added features such as built-in solar panels, improved ventilation, and weather-resistant materials to stand out in a competitive market.

• Customizable Options: Customisation for comfort and aesthetic preferences can be marketed as a unique selling point, appealing to customers looking for personalised experiences.
  
  

6. Growth in Staycation and Domestic Travel

• Post-Pandemic Trends: The COVID-19 pandemic has led to a boom in domestic travel and staycations. Roof tents are a good choice for people who want to explore local and national places without the limits of regular hotels.

• Appeal to Adventure Tourism: Roof tents are popular with adventure tourism and overlanding. This makes them a must-have for spontaneous and remote trips.
  
  

7. Targeting New Demographics

• Family-Friendly Options: Adding family-sized roof tents can reach a wider group of people. This includes families who want a convenient and fun camping option.

• Digital Nomads: With the increase in remote work, digital nomads are looking for more mobile solutions that allow them to travel and work. Roof tents can be marketed as part of a mobile office setup for those who blend work with travel.
  
  

8. Partnerships and Collaborations

• Automotive Partnerships: Working with car makers and car rental services to offer roof tents that are already installed can help you reach more people.

• Outdoor Gear Brands: Partnering with other outdoor equipment brands for bundled offerings can create a comprehensive outdoor experience, enhancing the appeal for consumers looking for all-in-one solutions.
  
  

9. Challenges to Address

• Price Sensitivity: Roof tents can be a significant investment, so addressing this with different pricing tiers or payment plans could open the market to more budget-conscious consumers.

• Awareness and Education: Many potential customers may not be aware of the benefits of roof tents. Educational content, such as how-to guides and videos, can help bridge this knowledge gap and drive adoption.
  
  

10. Influence of Social Media and Online Communities

• Visibility and Engagement: Platforms like Instagram and YouTube have popularised #VanLife and similar outdoor movements. Roof tents often feature prominently in these posts, showcasing the versatility and appeal of camping anywhere.

• Word-of-Mouth and Reviews: Online communities and camping forums encourage people to use roof tents as a good choice for camping.

Challenges for the Roof Tent Market

Despite the rapid growth of the UK roof tent market, it has challenges, too.

1. High Initial Cost

• Price Sensitivity: Roof tents can be a significant investment compared to traditional camping gear. This high initial cost can prevent budget-conscious consumers, especially when cheaper alternatives, like ground tents, are available.

• Limited Market Penetration: The high prices make it hard to reach more people, especially those who like outdoor activities.
  
  

2. Awareness and Education

• Lack of Consumer Knowledge: Many potential buyers are unaware of the benefits and versatility of roof tents. This can make it difficult for brands to reach new customers who may be hesitant to adopt this relatively niche product.

• Educational Gap: Brands need to spend money on educational content, like guides and tutorials, to explain the benefits, how to set up, and take care of roof tents. This can make marketing costs go up.
  
  

3. Vehicle Compatibility

• Mounting Limitations: Roof tents require specific vehicle types and roof racks or roof bars, limiting their appeal to those who have compatible cars. This can limit potential customers who may need to modify or upgrade their vehicles to use a roof tent.

• Load Capacity Concerns: Some car roofs may not be strong enough to hold a roof tent and people inside, which can make it unsafe and hard to use.
  
  

4. Weather Dependence

• Seasonal Use: The use of shell roof tents is often limited to specific seasons, particularly late spring to early autumn. Adverse weather conditions, such as heavy rain or strong winds, can prevent potential buyers from investing in a rooftop tent for year-round use.

• Cold Climate Limitations: In colder months, roof tents can be less comfortable because of their soft shell than other camping alternatives, impacting their year-round usability and appeal.
  
  

5. Storage and Maintenance

• Space Requirements: Roof tents need proper storage when not in use, which can be a challenge for those living in urban areas with limited space. This can prevent city dwellers from purchasing a roof tent.

• Maintenance Needs: Roof tents require regular upkeep to ensure they remain functional and safe. The need for cleaning, repairs, and maintenance may put off potential buyers, especially if they are new to camping.
  
  

6. Market Competition

• Growth of Alternative Products: The popularity of campervans, motorhomes, and other camping solutions that have built-in rooms is a problem for roof tents. These alternatives provide more comfort and convenience, appealing to a wider range of consumers.

• Competing Niche Products: Ground tents, glamping options, and trailer tents can also be seen as competitive products that might capture interest from those who value convenience and affordability.
  
  

7. Economic Constraints

• Cost of Living Crisis: With rising living costs, many consumers may prioritise essential spending over non-essential purchases like outdoor gear. This economic factor can slow down market growth and reduce demand.

• Reduced Discretionary Spending Spending on things that aren’t important may be reduced because of economic uncertainty. This could affect how much people want to buy expensive items, like roof tents, which could affect sales growth.
  
  

8. Supply Chain Issues

• Global Supply Chain Disruptions: Roof tents, like many other products, can be affected by problems in the global supply chain. These issues can cause delays in making them, higher shipping costs, and higher prices for consumers.

• Dependence on Imported Materials: Many roof tents are made using special materials from different places. This makes them vulnerable to trade and shipping restrictions around the world.

Which are the Top Roof Tent Brands in the UK?

There are well-known brands making roof tents, like Thule. And big retailers, like Decathlon. But the brands on page one and at the top of the Google search results are specialists.

Here's an updated list of top roof tent manufacturers in the UK, including the specified brands:

1. TentBox

• TentBox is a popular UK-based brand known for its innovative and user-friendly roof tents. They offer a range of models, including compact and family-sized options, designed for easy installation and convenience. TentBox products are well-regarded for their durability and sleek design, catering to the growing trend of adventure travel.
  
  

2. Ventura Roof Tents

• Ventura Roof Tents provides a diverse collection of high-quality roof tents, focusing on comfort, functionality, and ease of use. Their products have special features like built-in mattresses and weatherproof materials. This makes them a good choice for the UK market.
  
  

3. RoofBunk

• RoofBunk is a UK-based company that specialises in affordable yet high-quality roof tents. They fit many different budgets and needs. They offer options that are affordable to many customers while still being reliable and comfortable.
  
  

3. Latitude Tents

• Latitude Tents is known for their rugged and reliable roof tents that are designed to withstand various weather conditions. They cater to outdoor enthusiasts seeking durability and high performance, making their products suitable for year-round camping and off-road adventures.
  
  

4. Slidepods – The SkyPod Range

• Slidepods' SkyPod range includes versatile roof tents that integrate seamlessly with a variety of vehicles. Their products are popular because they have new designs, are light, and can be changed to fit different needs. This is good for campers who want flexibility and comfort when travelling.

What Are The Advantages And Disadvantages Of A Roof Tent Over A Ground Tent?

The number of UK brands shows it's a healthy niche of the market.

Here are 10 key disadvantages of roof tents compared to traditional ground tents, along with a short analysis for each:

1. Cost

• Roof Tents: Significantly more expensive than traditional ground tents due to materials, design, and features.

• Ground Tents: More affordable and available at various price points.

• Analysis: The high initial investment in a roof tent may be a barrier for budget-conscious campers, whereas traditional tents are more accessible for casual camping.
  
  

2. Vehicle Dependence

• Roof Tents: Require a vehicle with a compatible roof rack and sufficient load capacity.

• Ground Tents: Can be set up anywhere without needing a vehicle.

• Analysis: Roof tents limit camping locations to areas accessible by car, while ground tents offer greater flexibility and mobility.
  
  

3. Storage and Portability

• Roof Tents: Bulky and heavy, making them difficult to store and transport when not mounted on a vehicle.

• Ground Tents: Lightweight, compact, and easier to carry and store.

• Analysis: Roof tents are easy to use during a trip. But they can take a long time to mount and set ‌up compared to the simple setup of a ground tent.
  
  

5. Accessibility

• Roof Tents: Mounted on top of a vehicle, which requires climbing up a ladder to access. This can be challenging for some users, such as those with mobility issues.

• Ground Tents: Easily accessible at ground level for all campers.

• Analysis: The elevated position of roof tents may not be practical or comfortable for everyone, whereas ground tents provide easier entry and exit.
  
  

6. Space and Sleeping Capacity

• Roof Tents: Limited space due to the vehicle’s roof size, which can restrict sleeping capacity.

• Ground Tents: Available in various sizes, from compact one-person models to spacious multi-room designs.

• Analysis: Ground tents offer more flexibility in terms of sleeping arrangements and space for additional gear or activities.
  
  

7. Weather Exposure

• Roof Tents: Elevated position can expose them more to wind and rain, impacting stability and comfort in harsh weather. But, they raise you off the ground from wildlife.

• Ground Tents: Can be pitched with additional protection from natural windbreaks and terrain.

• Analysis: Roof tents may feel more unstable during severe weather, while ground tents offer more strategic setup options for protection.
  
  

8. Campground Restrictions

• Roof Tents: May be limited or difficult to use in areas with vehicle access limitations or rules.

• Ground Tents: Can be set up at any standard campsite or even in the wilderness.

• Analysis: The need for vehicle access can limit camping locations for roof tents, whereas ground tents offer broader use without such restrictions.
  
  

9. Impact on Vehicle Use

• Roof Tents: Limit the use of the vehicle while camping, as taking the car means dismantling the tent each time.

• Ground Tents: Allow full use of the vehicle for exploration, errands, or other activities without disturbing the campsite.

• Analysis: Roof tents can be a hindrance for campers who need their vehicle during their stay, unlike ground tents, which allow more flexibility.
  
  

10. Security and Theft Concerns

• Roof Tents: Mounted on the vehicle, making them more susceptible to theft if left unattended.

• Ground Tents: Easier to pack up and take away or secure when not in use.

• Analysis: Roof tent owners can be worried about security, especially when camping in more crowded or unsecure areas. Traditional tents are less risky.
  
  

Overall Analysis

Roof tents are easy to set up, fast, and make camping more enjoyable. Traditional tents are more flexible, affordable, and easy to use.

The choice depends on camping style, budget, and personal preferences. Roof tents are ideal for vehicle-based, adventure-driven camping, while ground tents cater to those seeking versatility and more budget-friendly options.

Actionable Marketing Strategies for Roof Tent Manufacturers

Wrapping It Up With Roof Tents

Here are three ways to market roof tents online. Each way has three ways to help you make more money.

1. Content Marketing Strategy

Goal: Build brand authority and attract organic traffic by providing valuable content that addresses customer pain points and interests.

• Tactic 1: Educational Blog Posts and Guides Create in-depth blog posts, guides, and tutorials on topics like "How to Choose the Right Roof Tent for Your Vehicle" or "Top 10 Road Trip Destinations in the UK for Roof Tent Campers." This content will attract organic search traffic and position your brand as an expert in the niche.

• Tactic 2: Video Content and Demonstrations Develop video demonstrations showing the setup, features, and benefits of your roof tents. Videos can be posted on YouTube, social media, and your website to engage potential customers who prefer visual content.

• Tactic 3: Customer Stories and Case Studies Tell real customer stories and case studies. Show how customers have used your roof tents on their trips. This creates relatable content that resonates with potential buyers and builds trust.
  
  

2. SEO and Targeted Traffic Strategy

Goal: Drive more qualified traffic to your website by optimising for search engine visibility.

• Tactic 1: Keyword Optimisation Use specific and high-traffic keywords such as "best roof tents UK," "roof tent setup," and "affordable roof tents for camping" throughout your website content, product pages, and meta descriptions.

• Tactic 2: Local SEO for Physical Stores Optimise your website for local searches by including your business name, address, and contact information in relevant areas of your site. Use your Google Business Profile to improve your visibility in local search results.

• Tactic 3: Long-Tail Keywords and Niche Topics Create targeted content around long-tail keywords that cater to specific user intents, such as "eco-friendly roof tents with solar panels" or "family-sized roof tents for SUVs."
  
  

3. Partnership and Collaboration Strategy

Goal: Leverage partnerships to expand reach and tap into existing customer bases.

• Tactic 1: Work with Car Brands. Work with car brands, car dealerships, or vehicle rental services to offer roof tents as an optional add-on. This can increase your brand visibility and introduce your products to potential customers who are already vehicle owners.

• Tactic 2: Co-Marketing with Outdoor Gear Companies Collaborate with other outdoor brands to create bundled offers that include roof tents and complementary gear (e.g., portable stoves, sleeping bags). Joint promotions can be cross-posted to reach a wider audience.

• Tactic 3: Influencer Partnerships Work with outdoor and adventure influencers to showcase your roof tents in real-world situations. Influencers can provide social proof and drive traffic to your site through their content, helping to reach a more engaged audience.

By implementing these strategies and tactics, outdoor professionals can effectively increase their online revenue by reaching new audiences, boosting brand credibility, and encouraging customer conversions for their roof tent products.

The roof tent market in the UK shows promising growth with a strong upward trend.

Companies looking to enter or expand in this space can use consumer interest in flexible, eco-friendly camping solutions and capitalise on trends like adventure tourism and staycations.

Focusing on product differentiation, eco-friendly features, and strategic partnerships can position brands for sustained success.

When you add interest in campervans over the same period (2004 to date), interest in campervans went down while interest in roof tents increased (see chart below).

That might be coincidental, but it's an interesting pattern to note.

If you'd like expert help with growing your online sales, get in touch with us. No pressure. We'd be delighted to see if we can help with our digital marketing expertise. Contact us here!