Manufacturers and dealers should align their marketing with growing consumer interest in adventure travel and nature-focused recreation, saying recent travel and vehicle trends point to an opportunity to position RV ownership as a lifestyle rather than a product purchase.
In a News and Insights update of RVIA, the association said consumers are increasingly seeking vacations that combine outdoor adventure with opportunities to disconnect from daily routines.
The update said two emerging trends show Americans are gravitating toward both adventure-ready vehicles and quieter, nature-based experiences, creating new opportunities for RV marketers.
Marketing efforts should emphasize the experiences made possible through RV ownership instead of focusing primarily on vehicle features displayed on dealership lots.
Brands that connect RV ownership to consumers’ travel aspirations will be better positioned to attract interest.
One trend highlighted by the association is the continued popularity of adventure-ready vehicles.
Citing the U.S. Environmental Protection Agency, the association said sport utility vehicles now account for roughly half of all new vehicle production, reflecting consumer demand for vehicles that support adventure, versatility and active lifestyles.
Based on that trend, the association recommended that RV businesses feature camping, hiking, biking, fishing and paddling trips across social media, blogs and email campaigns to demonstrate how RVs support outdoor recreation.
“Partner with ambassadors who own SUVs/truck SUVs or lead active lifestyles to show how RVing expands where and how they explore,” the announcement adds.
The association further encouraged companies to explore cross-promotional partnerships with vehicle manufacturers such as Ford, Chevrolet and Toyota through paid and organic marketing initiatives.
The update also pointed to increasing interest in paddle travel and quieter outdoor activities. Citing FoodDrinkLife, the update shared that 43% of global travelers would choose a vacation specifically to feel closer to nature, while searches for accommodations near U.S. national parks have increased 35 percent heading into summer.
It also noted that one in four travelers now considers quieter hobbies a sufficient reason to book a trip.
To capitalize on that trend, the announcement recommended developing destination guides featuring RV-friendly lakes, rivers and coastal campgrounds with access to paddling activities.