Memorial Day weekend, widely considered the unofficial start of the summer travel season, is bringing changing consumer travel behaviors that the Recreational Vehicle Industry Association (RVIA) said could benefit RV travel and camping businesses.
In a weekly marketing trends update, the organization said travelers are increasingly seeking vacations that offer flexibility, emotional connection and perceived value as broader travel expenses continue to rise.
According to a News and Insights report of RVIA, the association said RV brands are positioned to appeal to consumers looking to avoid higher transportation costs and travel disruptions while still taking summer trips.
The report cited industry analysis showing average travel spending exceeded $7,250 per trip during the first quarter of 2026, which it described as the highest level recorded in more than two decades.
The increase was attributed to economic pressures, shifting consumer preferences and disruptions in global energy markets.
According to the association, the trend creates an opportunity for RV manufacturers, dealers and campgrounds to emphasize the cost control and flexibility associated with RV travel.
Recommended marketing approaches included comparison-style content highlighting the affordability of RV vacations compared with air travel and ambassador-led storytelling focused on budget-conscious destinations and travel tips.
The organization also encouraged companies to focus marketing efforts on the emotional aspects of RV travel, including family experiences, spontaneity and freedom rather than concentrating solely on financial savings.
The report also highlighted a growing trend toward delayed vacation planning. Citing Travel Weekly, the association said booking windows have shortened significantly as travelers wait longer to finalize plans because of economic uncertainty and flexible scheduling needs.
According to the report, typical booking windows have shifted from approximately 90 to 100 days in advance to as little as 20 to 45 days before travel.
The association recommended that RV businesses respond by creating “book now, leave tomorrow” marketing campaigns across social media, email and blogs that promote road trips and weekend getaways.
It also encouraged brands to feature lesser-known campgrounds and destinations with last-minute availability through customer and ambassador content.
The organization said messaging tied to spontaneous travel and summer experiences could resonate with consumers making late travel decisions.
The report also pointed to National Go RVing Day, scheduled for June 13, as an upcoming opportunity for coordinated marketing efforts across the RV industry. Businesses were encouraged to incorporate RV-2-50 and National Go RVing Day assets into marketing campaigns ahead of the event.