RVIA: RV Owners Getting More Diverse As New Buyers Emerge

The demographics of RV owners are shifting as more Americans turn to the outdoor lifestyle, according to an RV Industry Association (RVIA) News & Insights report. 

Based on the recent Go RVing RV Consumer Demographic Profile, 85 percent of current RV owners identify as White. However, the number has decreased to 76 percent in the case of people who purchased their first rig in the past year.

The most significant increase in RV owners’ diversity is among those who identify as Black. 13 percent of first-time RV owners identify as Black, an increase of over six percent compared to those who bought their first RV one to five years ago. An even lower number was recorded for first-time RV owners six or more years ago, with only two percent identifying themselves as Black. 

In the same way, Asian and Hispanic or Latino first-time RV owners have risen to the levels of 5% and 6% respectively within the last year.

For many years the RV industry, specifically Go RVing, has been striving to increase diversity within the RV market. Go RVing has also been working to create equitable, accessible, and inclusive RV experiences for all people from all backgrounds.

The brand initially began searching social media platforms to find RVers who were sharing their experiences.

“There is so much more value in the personal sharing of ideas and experiences,” said Go RVing Director of Strategic Marketing Courtney Bias. “Go RVing’s strong influencer relationships have established meaningful and authentic connections with diverse audiences to ensure representation among RVers.”

The Go RVing team has done this over the many years within the Black community, working with real-life RVers as well as influential personalities such as Soulful RV Family, Tyrhee Moore, The Traveling Child, Browns Dope Little Adventures, Brothers of Climbing, and Oneika the Traveller, among many others, while racking up videos that have millions in views.

Recently, Go RVing has brought its immersive events to numerous Hispanic festivals and has exposed thousands of people to the benefits of RVing.

In 2021, GoRVing’s media purchases include diverse outlets like Q. Digital, Essence, Black Folks Camp Too, and Parents Latina. It has also been working with influencers like Yolanda Edwards of Black Girls Fish and Cory Lee of Curb Free with Cory Lee: A Wheelchair Travel Blog.

These efforts continue to be an expression of the RV industry’s steadfast conviction that adventure and RVing are open to all. While there’s still plenty to be improved, the data suggest that the deliberate efforts to expand and help the diverse population have proven to be successful.

“Historically, Go RVing has targeted a diverse market, knowing the importance of inviting everyone to the outdoors. When searching for a new creative agency, one of the things that drew us to FCB was the fact that they are known globally for their creativity and commitment to diversity and inclusion,” said Go RVing Vice President of Brand Marketing Karen Redfern. 

“While there is still a lot of opportunity to increase the diversity of RV owners, I am proud of the work the Go RVing team, and the wider RV industry, has done to invite everyone to see themselves as a part of the RVing community. Change as a never-ending evolution of ideas and actions is a cornerstone of the Go RVing program and will remain as such. There is always room for continued growth. We are always listening – balancing the needs of our industry partners with our consumer mission to continued growth and sustainability of RVing.”