As summer travel continues, RV brands still have an opportunity to attract and retain travelers by tailoring marketing efforts to consumers making last-minute vacation decisions, according to the latest industry marketing guidance.
The guidance says time has not run out for companies to connect with summer travelers, noting that many consumers continue to plan trips later in the season.
It recommends that RV businesses reinforce the flexibility of RV travel through owned, paid and earned marketing channels while emphasizing travelers’ ability to choose when, where and how they vacation.
Current travel trends indicate that consumers are increasingly selecting trips based on personal interests, meaningful experiences and the people they want to spend time with rather than simply choosing destinations.
Those patterns are shaping recommendations for how RV manufacturers, dealers and related businesses position their marketing during the remainder of the summer.
One trend highlighted in the guidance is the continued growth of purpose-driven travel. According to Allianz, travel has become “a deeply personal priority tied to connection, self-expression, and shared experiences.”
The report adds that, “Rather than simply choosing destinations, travelers are planning trips around passions and once-in-a-lifetime moments, whether that means embarking on an expedition cruise or reconnecting with friends and family through memorable experiences.”
To align with that trend, RV companies are encouraged to organize campaigns around traveler interests instead of locations. Suggested themes include food-focused road trips, national park photography, baseball travel, birding adventures and paddleboarding destinations.
Businesses are also advised to encourage brand ambassadors to explain the motivations behind their trips by highlighting family traditions, personal milestones, wellness journeys, reunions and bucket-list experiences made possible through RV travel.
The guidance also recommends developing media outreach that connects RV travel with broader consumer interests, including culinary tourism, sporting events, wellness retreats, solo travel, America’s 250th celebrations, Route 66’s centennial and multigenerational family travel.
Another key trend centers on event-based travel. According to Allianz’s summer travel research, “Over half of American travelers (57%) say they are likely to attend a ticketed concert, festival, or performing arts event while traveling this summer, while over a third (38%) say attending a ticketed event is the primary purpose of their trip.”
To capitalize on that demand, the guidance recommends creating content around concerts, state fairs, NASCAR races, college football games, music festivals and FIFA World Cup host cities.
According to a News and Insights report of RVIA, it also suggests showcasing nearby campgrounds, budget-friendly travel ideas and ambassador-generated content featuring tailgating, campground activities, outdoor cooking and local attractions.
Additionally, RV brands are encouraged to use paid social media campaigns targeting fans within driving distance of major events to demonstrate how RV ownership can extend a single-day event into a longer travel experience.