Wellness, particularly mental well-being, is increasingly influencing how consumers choose to travel and spend their leisure time, with emerging trends pointing to growing interest in travel experiences that support physical health, stress reduction and personal connection.
According to the Global Wellness Institute, more men are investing in holistic well-being and expanding their interest beyond traditional fitness and adventure-focused travel to include mindfulness, breathwork and meditation retreats.
The trend presents an opportunity for the RV industry to position RV travel around wellness-related experiences, including outdoor recreation, relaxation and time spent with friends and family.
Suggested activities include hiking, fishing, mountain biking, outdoor cooking and road trips.
The Global Wellness Institute also identified a broader consumer shift toward environments designed to support health and well-being.
According to a News and Insights report of RVIA, studies cited by the institute found that 60% of consumers identified health and wellness as the leading reason they wanted certain home features, an increase of 17% from two years earlier.
The institute said consumers are seeking spaces that do more than provide shelter and instead support health, well-being and longevity.
For RV brands, that trend can be reflected in how products and travel experiences are presented to consumers. Wellness-related uses of an RV can include supporting sleep and daily routines, providing access to fresh air and outdoor spaces, facilitating shared meals and creating opportunities for relaxation and physical activity.
Marketing recommendations include content focused on wellness-oriented RV routines, such as drinking coffee outdoors, practicing yoga at a campsite, preparing healthy campfire meals and spending evenings without screens.
The trend also extends to male consumers, with recommended marketing efforts including content featuring male influencers or brand ambassadors participating in outdoor activities and using RV trips as opportunities to recharge and reduce stress.
The source also pointed to professional golfer Justin Rose, who recently gave Golf.com a tour of his RV and identified it as a tool supporting his recovery.