Go RVing representatives gave RVDA Convention/Expo attendees the first insights from a new report updating data from five years ago.
Go RVing’s RV Owner Demographic Profile Study, released in early 2021, provided profiles of seven types of RV owners, their demographic makeup and buying habits.
RVIA Director of PR and Communication Monika Geraci, RVIA Senior Director of Events and Marketing Jeremy Greene and Ipsos CX Vice President Tim Reimer previewed the 2025 version Thursday at the RVDA Convention/Expo. Data discussed during the session was preliminary and will be finalized by the report’s release in early 2025. Overall, the report found trends of younger and more diverse owners continuing from 2021’s findings.
The study will report that RV owners use their RVs for more days annually than in 2021. RV owners reported using their RVs as much or more than they expected when they bought them.
Greene said, “The cost of travel now is jumping up so much that once that initial investment is made into the RV ownership, the incremental cost of campgrounds or gas is not as big as some of the jumps we have seen in hotel prices, Air BnB costs and VRBO costs. I am not surprised to see more folks once they get in are using that RV more.”
The study found dealers’ and manufacturers’ websites remain consumers’ top digital research sources. RV rentals increased from 2021 levels, with private RV rental companies and RV dealers as consumers’ top choices ahead of peer-to-peer online sites.
The Go RVing study added to its owner profiles by building an Intender profile. Intenders are consumers likely to buy an RV in the next five years.
Broadly speaking, intenders are younger and more diverse than current RV owners. Intenders also have lower household incomes.
“The household income is less and this is something important to know about that Intender audience,” Reimer said. “It also makes sense that because it is a little younger audience, the household income is probably going to be a little less.”
The panel provided tips to dealers to incorporate early results from the study:
- Do not crush their dreams. Educate consumers and be realistic, but do not dismiss their RV lifestyle plans.
- Build focus audiences locally to provide feedback on the business.
- Participate in local community events.
- RV buyers during the pandemic are ready to repurchase. Many who bought during 2020-2022 expect to buy their next RV within one to five years of their first purchase.
Geraci closed by sharing bonus Go RVing tips and reminding attendees about Go RVing’s leads, media assets and experiential events. Additionally, Go RVing can embed its “Find the Right RV Quiz” found on Go RVing’s website onto any dealer’s website.
