A new study from Go RVing signals significant shifts in the profile of future RV buyers, revealing a younger, more diverse, and increasingly digital-savvy audience poised to reshape the industry’s customer base over the next five years.
The RV Owner Demographic Profile identified 16.9 million Americans who intend to purchase an RV by 2030, with 73% of these potential buyers under age 55.
Notably, 34% live in urban areas, indicating a broadening geographic appeal for the RV lifestyle beyond traditional rural and suburban markets.
The report highlights growing cultural diversity among intenders, with 32% identifying as African-American, Asian-American, Hispanic, or LGBTQ+.
“Younger consumers want flexibility, convenience, and memorable experiences — and RVs deliver on all of that,” Karen Redfern, Go RVing’s chief marketing officer, said in a News and Insights report of RVIA.
Many prospective buyers are parents of young children, with 48% of intenders seeking ways to combine family time with outdoor adventure.
Travel trailers, Class C motorhomes, and Class A motorhomes also remain the top choices among new buyers, with 65% planning to purchase a new unit rather than a used model.
While interest is strong, the path to purchase has evolved. Many intenders prefer online research, social media reviews, and YouTube walkthroughs over traditional showroom visits. This digital-first approach requires dealers to bolster online engagement and virtual sales tools to guide cautious buyers.
Affordability remains a concern. Many prospective owners want more information on pricing, maintenance, and ownership costs before committing to a purchase.
RV rentals continue to play a key role in driving sales. The study found that 25% of intenders have rented RVs before, and those experiences significantly influence what they buy and when they buy it.
The research identified five main intender segments: Nostalgic Nurturers, Flickering Families, Eager Explorers, Rustic Relaxers, and Smoldering Sparks. Each group brings distinct motivations.
“With this valuable insight, the RV industry has a tremendous opportunity to connect with the next generation of buyers and help them turn their RV dreams into reality,” Redfern said.