RV Search Trends: From Search Intent to Market Opportunity

The report “RV Search Trends: From Search Intent to Market Opportunity” provides an in-depth analysis of the shifting preferences in the recreational vehicle (RV) market and outlines strategies campground owners can adopt to benefit from these changes. It begins by highlighting that while traditional motorhome and travel trailer interests have waned since the pre-COVID era, interest in camping vans and car camping has surged. This trend is attributed to consumers’ growing preference for more accessible, affordable, and flexible travel options. This shift opens a window of opportunity for campground owners to pivot towards attracting this new segment of travelers who prioritize convenience and budget-friendly accommodations.

The report suggests actionable strategies for campground owners, emphasizing the importance of adapting facilities to accommodate the needs of van lifers and car campers. This includes making more van-friendly parking spaces available, providing simplified hookups, and supporting more rustic or off-grid camping experiences. By enhancing amenities like shared community spaces, scenic and accessible locations, and digital resources for off-grid navigation, campgrounds can significantly increase their appeal to these newcomers.

A notable aspect of the report is its focus on the explosive interest growth in van life and car camping, pointing out that some campgrounds currently do not allow car campers. With the increasing appeal of these camping forms, the report argues that revisiting such policies could be beneficial. The report strongly advocates for embracing these preferences by aligning campground offerings with the identified trends, thus fostering an adaptable environment welcoming the evolving RV landscape.

The report underscores the necessity for campground owners to align with the current trends by catering to van life and car camping enthusiasts. This includes not only adjusting physical amenities but also creating an environment that recognizes the values of affordability, flexibility, and freedom that these new campers cherish. By doing so, campgrounds can effectively capture the interest of this burgeoning traveler demographic, positioning themselves strategically within the changing marketplace.

Key Insights

• RV sales in July 2020 surged to 67,856 units (during the height of pandemic-driven interest), but by September 2024, the number dropped to 27,826 units.
• Interest in Class A motorhomes has shown some fluctuations but an overall decline. In January 2019, consumer interest was at 2,910 searches for Class A, peaking in July 2020 at 6,412 searches, before declining to 3,669 searches in September 2024.
• For Class C motorhomes, interest was 5,186 searches in January 2019, with a peak in July 2020 at 12,927 searches, followed by a drop to 4,977 searches by September 2024.
• When non-RVers with an interest in RVing are asked what type of RV they would prefer, 1-in-5 mention Class A models, compared to 17% who are interested in Class Cs.
• Traditional travel trailers and teardrop trailers have seen a decline with teardrop trailers showing a sharper decline from 17,836 searches in January 2019 to 14,704 searches in September 2024.
• Growing interest in campervans and car camping reflects a consumer preference shift toward flexibility, affordability, and mobility.
• Enhancing facilities for campervans and car campers—such as offering more van-friendly parking spaces, simplified hook-ups, and possibly more rustic or off-grid camping options—could cater to this trend.
• Some campgrounds do not currently allow car campers, but it’s worth considering given the explosive growth in this form of camping.