The Motorcoach Store, fresh off a $60 million capital infusion and a unification with Millennium Luxury Coaches, is building its growth strategy around a luxury ownership model that its CEO says departs sharply from traditional dealership practices.
Twait said the company differentiates itself by creating a stress-free buying environment designed around education and customer relationships rather than conventional sales tactics.
Unlike traditional dealerships that rely on commissioned sales staff, The Motorcoach Store calls its customer-facing team members “hosts” who guide clients through the purchase process without transactional incentives, according to Twait.
“Our unique feature is the fact that we have created a luxurious buying experience instead of creating a typical dealership model,” Twait said. “Customers enter a stress-free environment where they have time to ask questions, explore their options, and learn more about the luxury motorcoach lifestyle.”
The company operates under a transparent one-price policy, pricing inventory based on market research upfront to eliminate negotiation.
Twait said the approach reflects the expectations of luxury buyers who value convenience and trust throughout the transaction.
“We view the purchase as the beginning of a long-term relationship,” Twait said. “Our customers aren’t simply buying a motorcoach; they’re investing in a lifestyle, and we’re committed to supporting them every step of the way.”
Travelers Embrace Flexible, Experience-Focused Motorcoach Lifestyle
Twait said the definition of luxury among his customers has shifted from owning expensive things toward controlling how they spend their time.
“Luxury today is freedom,” Twait said. “It’s the ability to spend your time however you choose while enjoying the highest levels of comfort, privacy, convenience, and quality.”
The changing demographics of RV travel are also reflected in broader industry trends, with younger generations showing increased interest in RV-based experiences. A study from RVshare found that more than two-thirds of millennials are likely to consider renting an RV, the highest rate among all generations surveyed.
The research also found that 87% of travelers would choose RV accommodations over other lodging options for a National Park trip, while 49% are already planning an RV trip for the year ahead. The findings align with the shift The Motorcoach Store is seeing among younger affluent consumers who are seeking flexibility, comfort and personalized travel experiences rather than traditional vacation models.
Connectivity and Technology in Luxury RV
The Motorcoach Store has also seen rising expectations around technology, connectivity and customization as luxury coaches become more integrated living spaces. Twait said buyers increasingly expect features such as reliable connectivity, advanced control systems, premium materials and layouts designed around individual travel habits.
“Today’s luxury buyers expect their coach to function as both a luxury retreat and a fully connected living space,” Twait said. “Connectivity, advanced technology, premium finishes, and personalized layouts have become expectations rather than optional upgrades.”
Customization is another major component of the luxury motorcoach experience, with buyers able to select design elements including materials, finishes, cabinetry, flooring, upholstery and layouts. Twait said personalization begins with understanding how each customer intends to use the coach and what features matter most to their lifestyle.
He added that the ownership experience extends beyond the initial purchase, with customer education and ongoing support playing a key role in helping owners understand and maximize the technology and features available in their coaches.
The company is also seeing changes in its customer demographics, with younger affluent consumers increasingly entering the luxury motorcoach market.
While retirees remain an important segment, Twait said entrepreneurs, executives and families are becoming more interested in the lifestyle.
He said many newer buyers view luxury motorcoaches as an alternative to purchasing a second home because they provide flexibility, privacy and access to experiences across multiple destinations.
With the Millennium Luxury Coaches unification and new financing in place, The Motorcoach Store is positioned to scale its operations while maintaining the personalized model Twait said defines the brand. The combined entity projects $200 million in annual sales by 2027..
“As more affluent buyers embrace the luxury motorcoach lifestyle, we’ll continue investing in education, service, and long-term customer relationships while helping redefine what luxury travel looks like for the next generation of owners,” Twait said.