The Q2 2026 benchmarking report for UK motorhome and caravan retailers has just been published. Learn how the top 11 UK motorhome and caravan retailers perform across the digital space.
The latest Q2 2026 benchmarking report for UK motorhome and caravan retailers has just been published. It covers the largest 11 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, 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 Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call. 
Q2 2026 WINNERS LEADERBOARD
For a glance into just 6 of the metrics, we evaluated these top 11 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.
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 Q2 2026, the average monthly budget wastage across these UK motorhome & caravan retailers was £1,107 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 £142. 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, Brownhills reported the lowest monthly cost-per-click (CPC) at £4, and GLOSSOP CARAVANS reported the highest at £1,475.
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, Marquis Leisure Limited has the lowest estimate monthly ad spend at £260, and Brownhills has the highest at £30,000.
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 reported the most 404 errors (324). This quarter, GLOSSOP CARAVANS remains the brand to watch, though they’ve since decreased their total to 190. A 404 error can waste a user's time, particularly if they've followed several links to reach a particular page. Having to start their search again may discourage them from continuing their visit.
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 audit, Brownhills reported the slowest mobile site speed (26). This quarter, Brownhills has since decreased their score to 16. However, the brand to watch currently is Wandahome South Cave Ltd (3). Mobile speed improvements can support better engagement metrics overall. Visitors who experience smooth performance are often more willing to spend longer on the website and interact with its features more regularly.
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. Previously, Derby Motorhomes Limited reported the lowest DA score (5). This quarter, Derby Motorhomes Limited remains the brand to watch, though they’ve since increased their total to 9 — demonstrating steps in the right direction. Websites with high authority often benefit from increased referral traffic. As more sites link to them, users are directed from multiple external sources. This diversifies traffic beyond search engines alone.
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 decrease in organic traffic on desktop, with Choose Leisure Limited reporting the biggest loss (-18%) — an improvement from -19%. On mobile, five brands reported a decrease in organic traffic, with Tilshead Caravans Ltd seeing the biggest loss (-37%). User intent can differ significantly between mobile and desktop devices, which impacts how websites should structure their content. Mobile users may want fast answers and local information, while desktop users might seek detailed research, meaning websites need to balance both experiences to maximise organic traffic effectively.
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 continues to secure the most Universal Search appearances (1,261) — a decrease from 2,574 previously. The majority of their appearances came from ‘images’ (981).
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 (307) — an increase from 253. Marquis Leisure Limited also continues to secure the most appearances for positions 4–10 (925) — a decrease from 1,005. Longtail keyword strategies can help businesses attract local traffic. Specific location-based phrases often fall into the long-tail category and can connect websites with nearby customers seeking products or services.
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 Marquis Leisure Limited’s sponsored Facebook posts. Facebook’s algorithm frequently favours engaging content, and videos often generate strong levels of interaction through likes, comments, and shares. Because of this, video posts can sometimes achieve greater organic reach than simple text-based updates.
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 (28,000) and the most Instagram followers (3,600). Facebook was the most popular social media platforms of all brands. Brownhills received the highest total engagement rate (632), and Spinney Motorhomes and Caravans secured the highest average engagement (61).
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 report, Elite Motorhomes Limited received the most accessibility alerts (246). This quarter, Elite Motorhomes Limited remains the brand to watch, and they’ve since increased their amount to 255. When accessibility alerts are poorly designed, they can overwhelm users with technical information. Many visitors may not understand the terminology being used, leaving them confused about what action they should take.
GET THE FULL 70-PAGE Q2 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.