A new report from Go RVing sheds light on how Millennials and Gen Z are transforming the RV industry. These generations, the newest group of RV owners, are diverse and bring fresh expectations to RV travel.
The report highlights that 42% of Millennial and Gen Z owners belong to “growth audiences,” such as Hispanic-Americans, African Americans, Asian-Americans, and LGBTQ+ communities, compared to 30% of all RV owners.
The demographic makeup of Millennial and Gen Z RV owners shows a strong representation of young families. According to a News and Insights report of RVIA, a substantial 77% of these owners live with children, and 63% have an annual income exceeding $75,000.
The majority are employed full-time, and they tend to use their RVs more frequently than the general RV population, with a median of 32 days per year. This group engages in various outdoor activities, including camping (57%), fishing (45%), and swimming (43%), and is inclined to bring recreational equipment, such as bicycles and ATVs, on their trips.
Brand loyalty is evident in these younger RV owners, with 83% of Millennials and 72% of Gen Z intending to purchase another RV. These owners display a strong preference for new RVs (79%) and are most likely to choose conventional travel trailers, Class A, and Class C motorhomes.
Their satisfaction with their current RVs plays a key role in their commitment to specific brands, with 89% of Millennials and 91% of Gen Z expressing a desire to repurchase the same brand.
The digital age has significantly impacted how Millennials and Gen Z approach the RV buying process. An overwhelming 95% use online resources to gather information before making a purchase, with dealership websites, social media, and RV sales listings being primary sources. Notably, 79% of these RVs are bought new, and 44% of buyers pay in cash.
Millennial and Gen Z RV owners are motivated by a desire for a change in travel method, with 29% citing past camping experiences and 27% seeking new ways to travel.
They also enjoy off-roading and boondocking, with 19% highlighting the ability to travel off the beaten path as a key reason for purchasing an RV. Their travel habits reflect a preference for adventure, with most traveling with their spouse (82%), children under 18 (67%), and pets (26%).
These younger RV owners enjoy a variety of camping experiences, favoring private campgrounds, state parks, and national parks. They also seek out unique campsite options, such as festival campsites and stays at wineries or farms, with 32% of Gen Z and 27% of Millennials preferring these types of locations.
Additionally, nearly all of them engage in recreational activities, with Millennials showing a higher tendency to fish and Gen Z attending more college and professional sporting events.
Looking ahead, Millennials and Gen Z are optimistic about the future of RV travel, with many agreeing that RVing is a convenient way to travel for all ages.