Outdoor hospitality operators should prepare for a renewed consumer demand for physical brand interactions as the industry pivots toward experiential marketing.
Go RVing is tracking a significant shift where business and consumer attendees are increasingly prioritizing “creature comforts” and tactile engagement to combat digital overload.
This move toward in-person activations suggests that owners who facilitate physical, community-driven experiences may see higher conversion rates and increased brand loyalty.
According to a News and Insights report of RVIA on January 15, marketing firm Quad describes this trend as the “Return of Touch,” noting a heightened appetite for physical presence and intentional community.
Data from Quad indicates that 86% of Gen Z and Millennials consider touching and feeling products essential to their purchasing decisions.
Furthermore, 79% of consumers reported that online shopping lacks the “magic” of an in-person discovery, while 71% said digital experiences often blur together.
The financial commitment to this trend is growing, with 74% of Fortune 1000 brands planning to increase experiential budgets throughout 2025.
Social media platform Pinterest also identified “emotional comfort and belonging” as a primary consumer driver in its 2026 Pinterest Predicts report.
The study found that 55% of global respondents prioritize comfort as an emotional crutch in their daily lives, often seeking safety in nostalgic rituals.
Go RVing also suggests the industry can capitalize on this by organizing “voluntourism” events, such as park cleanups, to build emotional ties between brands and consumer values.
Pop-up experiential events at music festivals and state fairs allow prospective buyers to experience RV amenities like climate control and private bathrooms in high-energy settings.
Annual brand rallies for specific models are highlighted as a key tool for fostering peer-to-peer troubleshooting and long-term owner loyalty.
Major events like the Florida RV SuperShow also serve as primary venues for this high-touch strategy, allowing consumers to interact directly with the physical product.