Leaders from the recreational vehicle industry detailed new marketing strategies and workforce development efforts during RVBusiness’ 2026 Power Breakfast, where representatives from Go RVing and the RV Technical Institute (RVTI) discussed initiatives aimed at strengthening consumer engagement and expanding technician certification programs.
The panel, moderated by Rick Kessler, featured Go RVing Co-Chairs Renee Jones of THOR Industries and Mike Reagan of Crestview RV, RVTI Chair Casey Tubman of Newmar Corp, RV Industry Association (RVIA) President and CEO Craig Kirby, and RV Dealers Association President Phil Ingrassia.
According to a News and Insights report of RVIA on May 25, more than 1,400 RV industry representatives attended the event.
Panelists outlined changes to Go RVing’s marketing approach, which they said is becoming more collaborative and data-focused.
Reagan said the campaign is shifting away from a “top-down” structure and incorporating more direct input from manufacturers and dealers.
The strategy is intended to align national advertising campaigns with regional RV shows, holidays and camping trends.
Jones said Go RVing has formed a task force to improve data reporting and measurement tools. The initiative includes plans for a performance “scorecard” designed to measure return on investment, along with a dashboard intended to help stakeholders respond more quickly to market changes.
Jones also said the organization plans to distribute weekly insight emails tracking category performance and industry trends.
Kirby said the RV sector faces increasing competition within the broader travel market from cruise lines, hotels, Airbnb properties and theme parks.
He noted that consumers are also taking longer to make purchasing decisions, increasing the importance of maintaining visibility with prospective buyers.
The discussion also focused on technician workforce development through the RVTI. Tubman said RVTI has certified about 8,000 RV technicians, doubling the certified workforce over the past six years across approximately 1,400 dealerships and related businesses.
To encourage more technicians to advance from Level 1 to Level 2 certification, Tubman said RVTI is restructuring portions of its advanced curriculum into smaller, more flexible sections that can better accommodate working technicians’ schedules. He said the organization aims to increase the number of certified technicians to 16,000.
Ingrassia said RVTI continues to expand digital and on-site training accessibility and has launched a Spanish-language pilot program intended to support Hispanic workers, who account for about 20 percent of the industry workforce.