Go RVing gathered data from two years of partnership with advertising agency Foote, Cone and Belding (FCB) to create a 2023 forecast of macro trends affecting the RV industry.
“As we look ahead at what 2023 holds for the industry,” Go RVing said, “we’d like to step into the future with a series of educated predictions for what we expect to see trending in 2023 and beyond.”
Go RVing’s 2023 trends report details five main themes involving the appeal of analog connections, virtual reality, one-tank trips, outdoors cosmopolitan areas and multicultural marketing.
The report listed five keys for industry partners to remember:
- Younger generations are deeply interested in analog experiences curated by online communities, presenting a valuable opportunity to make RVing a top-of-mind offline activity.
- The adoption of augmented reality (AR) and virtual reality (VR) in the RV space should occur sooner rather than later if the industry wants to innovate and increase relevance among younger consumers.
- America is rediscovering the benefits of staying local as consumers seek short trips and outdoor experiences close to home.
- A new perspective on urban planning is redefining outdoor accessibility and Go RVing members can future-proof the industry by appealing to the younger, urban demographics.
- Multicultural marketing is the only way forward as data shows more and more consumers will avoid brands that do not candidly support diversity, equity and inclusion (DEI).
The report went into more detail on the five key points, beginning with the analog appeal of social platforms. The report said consumers increasingly view social platforms as catalysts for offline experiences, driven by a desire for deeper connections and community.
“Millennial and Gen Z consumers are looking for more meaningful offline experiences, but have turned to online platforms like BeReal, Locals, and Discord to make new connections and maintain their communities,” Go RVing said. “As an industry, we have an opportunity to engage with existing online communities—like individual RV companies on Reddit and RV Discord groups—and nod to them in future brand activations.”
The report said as virtual reality focuses on real-life experiences such as education and tourism, the RV industry must be prepared for complete immersion experiences.
“As AR and VR become more seamless across a wider variety of applications, there are new opportunities to leverage this technology for brand engagement,” Go RVing said. “For instance, dealers and manufacturers could create virtual RV dealership experiences or even give RV intenders the chance to ‘test drive’ vehicles during an immersive road trip experience before committing to a purchase.”
Consumers have expressed renewed interest in rediscovering local activities. Go RVing said the trips are no longer a pandemic necessity but a fresh, affordable way to disconnect.
“More and more Americans are discovering leisure opportunities in ‘one-tank’ trips,” Go RVing said. “This is an opportunity for Go RVing to reemphasize RVing as the ideal way to go on short trips and ‘rediscover your backyard’ to find rich culture and activities in the city, county, or state next door.”
Urban young adults are seeking to bring the outdoors closer to cities, the report said. As planners make cities more pedestrian-friendly, urban communities reconnect with nature, the report said.
“This push to reconnect urban communities with nature provides a massive opportunity to future-proof the RV industry by appealing to young urban demographics,” Go RVing said. “Go RVing can invite these consumers to continue exploring the outdoors in a way that works with their lifestyle, such as RV rentals. Tapping into the exposure barrier to the outdoors early in life leads to RV purchases later on.”
Finally, the report said multicultural marketing is imperative and no longer an option for the RV industry.
“Multicultural marketing is no longer an option but a necessity—and must go beyond representation to invite conversation,” the report said.
Companies must be prepared to demonstrate “true intention” to inclusivity, the report said.
“To be an advocate for diversity, equity, and inclusion, consumers demand that brands demonstrate a true intention to create more welcoming environments for all stakeholders, rather than the virtue signaling of the past,” the report said. “This means bringing in more diverse people to co-create evergreen brand initiatives while using data to stay transparent and accountable. For the RV industry to excel in this multicultural pursuit, diversity initiatives must surpass mere media representation to demonstrate inclusion at the core of our customer base and business operations.”
