RV marketers are being encouraged to shift their fall campaigns toward shorter trips, flexibility and wellness as consumers look for easier ways to travel during the “ber months.”
Nearly half of American adults plan to travel this fall, while 60% expect to take weekend trips.
The guidance identifies shorter road trips as a key opportunity for RV brands as consumers increasingly seek travel experiences that support rest and recovery.
Rather than focusing primarily on destinations, marketers are encouraged to emphasize what RVs make possible, including having a personal bed, kitchen and living space while maintaining the flexibility to change plans.
The trend positions the weekend getaway as a standalone vacation option. Shorter fall trips can provide consumers with a way to get away without taking an extended period off or committing to the time and cost associated with a major vacation.
According to a News and Insights report of RVIA, one recommended campaign is a “48 Hours Away” series across social media, blogs and email. The content would feature weekend RV getaways and provide information on where to camp, activities to pursue and ways to maximize a short trip.
Wellness also is identified as a significant travel consideration, with the “3 Rs” — Rest, Reset and Rejuvenate — reflecting a desire to incorporate recovery into everyday life. The marketing guidance recommends that RV brands incorporate that theme into their messaging by focusing on how consumers want to feel rather than only where they want to go or what they want to do.
Social content could highlight quiet mornings, campfires, nature, family time and screen-free moments. Blog, website and email content could address ways to reset during an RV trip, including activities such as hiking, reading, fishing and stargazing.
The guidance also calls for RV brands to pitch travel and wellness media on features that can contribute to a more restorative getaway, including blackout shades, comfortable beds, outdoor living spaces and kitchens.
The recommendations come as Labor Day marks the transition into early fall, with additional trend insights expected to focus on early fall travel and ways RV brands can respond through marketing.
