The world of RV and camper ownership is undergoing a transformation. After a significant increase in sales in 2020 during the pandemic and reaching a record high in 2021, sales have slowed over the past couple of years. We turned to recent findings from KS&R’s Telecom, Entertainment & Recreation Team to understand behavior and preferences among RV owners, providing valuable insights for manufacturers, marketers, and enthusiasts alike. Let’s explore what they mean for the future of RVing.
The Price Factor: Key to Purchase Decisions
When it comes to purchasing an RV, price remains the most critical factor. Nearly half (49%) of RV owners rank price among their top three considerations. This underscores the importance of affordability in the RV market, particularly as economic pressures fluctuate.
Beyond price, other important considerations include:
- Floor Plan (33%): The layout of the RV is crucial, as it dictates the comfort and functionality of the living space.
- Storage Space (28%): Ample and convenient storage is essential.
- Bed Size (27%): Comfort during sleep is a priority, reflecting the importance of a restful night’s sleep on the road.
- Number of People It Can Sleep (27%): The ability to accommodate family and friends is a key consideration for many buyers.
Brand Loyalty: A Mixed Bag
Interestingly, brand loyalty is low in the RV sector. Six in ten owners report considering multiple brands, while one in four state that the brand does not matter to them. This suggests a competitive market where quality, features, and price may outweigh brand prestige. For manufacturers, this represents an opportunity to attract new customers through innovation and value rather than relying solely on brand reputation.
Usage Patterns: Local Adventures Dominate
The usage patterns of RV owners reveal a preference for local adventures. Sixty percent of owners visit local campsites within their state, with Boomers (82%) being particularly inclined towards this trend.
Other notable activities include:
- Camping in the Woods (50%): Nature remains a significant draw for RV owners.
- Visiting Out-of-State Camp Sites (48%): Nearly half of the owners enjoy exploring beyond their home state.
- Using RVs for Non-Camping Lodging (37%): RVs serve as a versatile lodging option for those traveling to non-camping-related final destinations.
- Camping at the Beach (33%): Coastal camping is a popular choice for some F-RV owners.
Desired Enhancements: The Road Ahead
Despite high satisfaction levels, RV owners have clear ideas about future improvements. The top enhancements they seek include:
- Sophisticated Technology: Smart technology, advanced sound systems, and GPS are in demand, reflecting a desire for modern conveniences.
- Bathroom Improvements: Enhanced bathroom facilities are desired, emphasizing the need for home-like comforts.
- More Space/Storage: Continuous demand for better space utilization and storage solutions.
- Wi-Fi Internet: Connectivity is crucial, highlighting the need for reliable internet access on the road.
- Solar Panels/Power: Eco-friendly power solutions are becoming increasingly important, aligning with broader sustainability trends.
Steering Towards a Better Future
The RV market is evolving, driven by changing consumer preferences and technological advancements. Understanding these trends is essential for manufacturers and marketers to stay competitive. By focusing on affordability, innovative features, and addressing the specific desires of RV owners, the industry can continue to thrive and expand.
As RVing continues to capture the spirit of adventure and freedom, the future holds exciting possibilities. Embracing change and prioritizing customer needs will be key to navigating the road ahead.
About KS&R
KS&R is a nationally recognized strategic consultancy and marketing research firm that provides clients with timely, fact-based insights and actionable solutions through industry-centered expertise. Specializing in Business Services, Telecom, Entertainment & Recreation, Healthcare, Retail & E-Commerce, Technology, and Transportation & Logistics verticals, KS&R empowers companies globally to make smarter business decisions. For more information, please visit www.ksrinc.com.
