Is destination charging a real thing or not?
A destination, at least in my view, is simply a place I am intentionally trying to get to - a spot that holds significance to me in that moment. It could be home, work, the cinema, a holiday rental, or anywhere I intend to be. It stands apart from the incidental places I might pass through along the way.
So, why write this article? Frustration, plain and simple.
The trigger was waking up one morning to Radio 4 and being greeted by a heated debate on the impact of the Zero Emission Vehicle (ZEV) mandate on UK-based OEMs (November 2024). As I listened, the usual barrage of FUD about electric vehicles (EVs) came forth. One 'expert' proclaimed, "There’s nowhere near enough charging infrastructure in the UK," followed by an explanation (paraphrased), "Every petrol station would need at least 30 high-powered chargers to support EVs, and I’m just not seeing it."
By the time I left for work, I was in a foul mood.
Electric Vehicles are rapidly becoming a major part of the UK landscape. With growing concerns about climate change, air quality, and the rising costs of fossil fuels, EVs are no longer just a trendy option but an increasingly practical one. However, one of the biggest questions around EV adoption is how we’ll adapt to the new ways of ‘fuelling’ our vehicles. The concept of destination charging - charging your EV where you’re already spending time, like at a hotel, a leisure park centre, or a workplace - is gaining traction, but is it really as transformative as it sounds?
The shift in fuelling habits: A fundamental change
For over a century, drivers of petrol and diesel cars have been trained to think about fuelling in a specific way. The routine is simple: you wait until your tank is low, make a specific trip to a petrol station, spend a few minutes filling up, and you’re good to go for hundreds of miles. This habit is so ingrained that many drivers barely think about it.
With EVs, this model is turned on its head. Charging an EV takes more time than fuelling a traditional car, and while rapid charging can significantly speed up the process, it’s not quite the same as a quick pit stop at the pump. Instead, EV drivers are encouraged to think of charging as something integrated into their daily lives.
By integrating charging into everyday activities, destination charging is reshaping the way we think about ‘refuelling’. Whether it’s plugging in while you shop, work, or enjoy a meal, this approach takes advantage of the time vehicles spend idle. Given that cars are parked 95% of the time, charging feels less like a chore and more like a natural part of life.
Whats in it for the business?
Let’s get practical. Why should your business install EV charging services? While there’s plenty of buzz around turning a profit directly from charging, the simpler - and often more impactful - reason is to attract EV drivers to your location. In marketing terms, it’s about boosting consideration. Whether you’re a hotel, visitor attraction, retail outlet, or workplace, offering EV charging gives drivers a compelling reason to choose you over competitors. Plus, as drivers wait for their vehicles to charge, they’re likely to spend more time (and money) on-site. Longer dwell times mean more opportunities for engagement and revenue - making it a win all around.
But you might be thinking, "Isn’t EV still a niche market? Will a handful of drivers really make a difference?"
Let’s zoom out for a moment. By 2025, there will be an estimated 2 million electric vehicles on UK roads. With over 20% of new vehicles sold being EVs - a number that’s rapidly growing - we’re on track to see 7 million EVs by 2030, or roughly 1 in 5 vehicles on the road.
Now, let’s reframe the business value question: what’s the risk of losing customers to competitors if you can’t support EV charging?
The window of opportunity to tap into this fast-growing customer segment is right now. If your business - or your sector - isn’t addressing customer needs around EV charging, you risk being left behind.
Take the hospitality industry as an example: 82% of EV drivers actively seek hotels with reliable charging, and 50% base their hotel choice on charging availability and reviews (HAL News). For any business, customer consideration should be at the heart of your investment decision.
Add to this the opportunity to generate direct revenue from charging (if implemented with care) and the boost to your brand’s sustainability credentials. It’s not just a trend - it’s a competitive advantage. In other words, investing in EV charging isn’t just a smart move; it’s a no-brainer.
A powerful shift in mobility
Destination charging isn’t just a concept; it’s a key component of the EV revolution. By making charging a part of everyday life, this approach simplifies the transition to electric vehicles and enhances the convenience of EV ownership.
For businesses, offering destination charging is more than a green initiative - it’s a smart investment in attracting customers, boosting revenue, and staying ahead in a rapidly evolving market.
So, is destination charging a real thing? Absolutely - and it’s powering the future of transportation.
What to do next?
If you have read this far and it has energised you into action I won’t leave you hanging on what to do next.
Who are your customers, and how likely are they to need EV charging? Think about whether they’re local commuters, long-distance travelers, or visitors who spend time at your location.
How would you accommodate EV charging into your existing parking space? Consider whether you have enough parking spaces, convenient access to electrical infrastructure.
How long do customers typically stay at your business? Match the type of charger to their dwell time - for instance, rapid chargers for short stays or fast chargers for overnight use.
Are there financial incentives or grants available? Research government programs or tax benefits that can reduce your upfront costs.
How will you measure the return on investment - increased customer consideration, revenue from EV Charging, evolving a sustainable brand? All three?
Voqa is here to help you work through these questions and the others you will have. Follow us on LinkedIn for more news and features, visit our website or contact us here to set up some time to speak.
