The Q1 2026 benchmarking report for UK motorhome and caravan retailers has just been published. Learn how the top 12 UK motorhome and caravan retailers perform across the digital space.

The latest Q1 2026 benchmarking report for UK motorhome and caravan retailers has just been published. It covers the largest 12 UK motorhome and caravan retailers, including Brownhills, Marquis Leisure Limited, GLOSSOP CARAVANS, Spinney Motorhomes and Caravans, Lowdham Leisureworld Limited, Wandahome South Cave Ltd, Elite Motorhomes Limited, Heart of England Motorhomes Limited, Derby Motorhomes Limited, Tilshead Caravans Ltd, Don Amott Leisure Kingdom and Choose Leisure Limited.

The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks, and missed opportunities for other UK motorhome and caravan retailers to win brand exposure, drive online views, and ultimately win purchases. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q1 2026 WINNERS LEADERBOARD

For a glance into just 6 of the metrics, we evaluated these top 12 UK motorhome and caravan retailers, check out our quick-look table below:

To understand what the *CTM Digital Performance Index™ is click here.

Continue reading for further detail on this quarter's best and poorest-performing UK motorhome and caravan retailers or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each retailer based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing and Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from £30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q1 2026, the average monthly budget wastage across these UK motorhome & caravan retailers was £77 with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average  monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £2. This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Spinney Motorhomes and Caravans reported the lowest monthly cost-per-click (CPC) at £0, and Choose Leisure Limited has the highest at £15. 

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Spinney Motorhomes and Caravans has the lowest estimate monthly ad spend at £135, and Choose Leisure Limited has the highest at £3,020.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. UK motorhome and caravan retailers will need to regularly assess their linking strategy to ensure they’re not directing users to broken pages.

In our previous audit, GLOSSOP CARAVANS received the most 404 errors (68). This quarter, GLOSSOP CARAVANS continues to report the most 404 errors, and they’ve since increased their total to 324. Websites can reduce 404 errors by carefully managing content migrations or redesigns with comprehensive redirect mapping. Customers benefit because their saved links and search results continue to work even after structural changes to the site. 

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load will see a significant improvement on your overall conversion rates. A fast-loading website will prevent users from growing frustrated with the website, helping to provide a better user experience and potentially boosting engagement by reducing waiting times.

In our previous report, Brownhills flagged the slowest mobile site speed (16). This quarter, Brownhills remains at the bottom of the leaderboard, though they’ve since increased their mobile site speed to 26. Mobile site speed supports user satisfaction by respecting their time and context. A fast experience aligns with modern expectations and keeps users returning to the website.

Building Competitive Advantage with Domain Authority

Domain authority (DA) is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. All retailers should focus on building relationships with authority websites with a similar target audience to help increase their frequency and quality of backlinks.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous audit, Derby Motorhomes Limited reported the lowest DA score (4.1). This quarter, Derby Motorhomes Limited has slightly increased their DA score to 5. Though they remain the brand with the lowest score, any progress means a brand is taking the right steps. Long-term SEO strategy planning is one of the most proactive ways to grow domain authority. Consistent effort across content, links, technical SEO, and user experience creates sustainable authority growth rather than short-term spikes.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for core, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Giving the current cost of living, we can expect to see a fluctuation in organic traffic, given that most consumers are focusing on the necessities in life.

Five brands reported a drop in organic traffic on desktop, with both Choose Leisure Limited and GLOSSOP CARAVANS flagging the biggest loss (-19% each). On mobile, three brands reported a drop in organic traffic, with Marquis Leisure Limited seeing the biggest loss (-40%). Search engines prioritise mobile-friendly experiences due to mobile-first indexing, meaning the mobile version of a site largely determines rankings. Websites that perform well on mobile are therefore more likely to capture organic traffic across both device types.

Universal Search Opportunity

Google Universal Search Results are an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a retailer can appear for universal search results without being strong in standard rankings. 'Reviews' and 'images' are both great options for motorhome and caravan retailers, enabling them to give users a good perception of their service and products directly from the SERP.

Spinney Motorhomes and Caravans secured the most Universal Search appearances (2,574) — overtaking Marquis Leisure Limited previously. The majority of Spinney Motorhomes and Caravans’ appearances came from ‘people also ask’ (1,300).

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for new search terms as they enter Google’s index. Motorhome and caravan retailers will want to follow and monitor a longtail keyword strategy, using phrases such as ‘new and used caravans’ or motorhomes and caravans’.

Brownhills secured the most longtail keyword appearances for position 3 (253) — overtaking Marquis Leisure Limited (currently second place). Marquis Leisure Limited continues to secure the most appearances for positions 4–10 (1,005) — a decrease from 1,083 previously. Incorporating longtail keywords into headings and subheadings improves both search visibility and readability. Clear, descriptive headings help users quickly recognise relevant sections, enhancing the overall usability of the page.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads are an opportunity for motorhome and caravan retailers to share their latest launches to entice new customers.

We’ve included screenshots of GLOSSOP CARAVANS’ sponsored Facebook posts. This UK motorhome and caravan retailer should reduce the number of lines of text per post to help make their posts more scannable.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'evergreen' if it has maintained its relevancy to an audience for a long period of time. It's great for your engagement, but great for Google, too, who will recognise content that achieves traffic over a long period. Pinterest is a useful platform for fitted furniture brands to consider, as it boasts a comparatively more affluent audience than other platforms, who are immersed in the decision-making stage of purchasing.

GLOSSOP CARAVANS secured the most Facebook Likes (27,500) and the most Instagram followers (3,400). Facebook was the most popular social media platforms of all brands. Spinney Motorhomes and Caravans received the highest total engagement rate (556) and the highest average engagement (55).

Website Readability & Accessibility

About 20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. Motorhome and caravan retailers may include accessibility as a key feature in their product lines, so this should be extended to their digital presence to make sure their brand is welcoming at any touchpoint.

In our previous audit, Elite Motorhomes Limited reported the most accessibility alerts (226). This quarter, Elite Motorhomes Limited has increased their accessibility alerts to 246 — keeping them at the bottom of the leaderboard. Designing responsive layouts that maintain readability and functionality at high zoom levels helps address accessibility warnings related to reflow and scaling. Users with low vision can enlarge content without losing information or needing to scroll horizontally. 

GET THE FULL 70-PAGE Q1 2026 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.