Winnebago Industries is doubling down on accessibility and inclusion across its RV brands, with strategic initiatives designed to remove barriers for underrepresented travelers and first-time buyers.
In an interview with Modern Campground, Amber Holm, senior vice president and chief marketing officer, discussed how customer insights, product innovation, and community partnerships are shaping the company’s mission to make outdoor recreation more welcoming and accessible for all.
Holm emphasized that Winnebago’s overarching goal is to elevate every moment spent outdoors. “Our products are designed so all people can take advantage of the benefits of spending time outside,” Holm said.
She noted that this focus starts internally—with a diverse workforce and an inclusive culture—and extends to Winnebago’s approach to customer research and feedback.
Designing for Real-World Needs
“We challenge ourselves to build empathy and understanding across a variety of customer groups,” she added, referencing the company’s annual Spotlight Survey, which highlighted that 90% of women identify at least one barrier to outdoor participation, with safety being a top concern.
This research-driven approach translates directly into design decisions.
Physical obstacles also keep people with disabilities off the road, prompting design solutions. Holm pointed to the Winnebago Roam, a vehicle developed specifically for travelers with mobility challenges.
“It includes a remote-controlled wheelchair lift and tie-downs, which transform the area into a usable seat during travel,” she said.
The Newmar brand also contributes to the accessibility mission with a line of fully customizable, wheelchair-accessible Class A RVs.
Holm highlighted that Winnebago’s partnerships play a critical role in promoting access and inclusion.
The company recently teamed up with Leave No Trace to develop the first environmental stewardship guidelines tailored for RV and boating users.
“This is vitally important so future generations can find health, happiness, and connection outdoors,” Holm said. Winnebago also collaborates with advocacy groups like Outdoor Afro, Melanated Campout, NAARVA, and LGBTQ Outdoors, supporting programs that lower barriers to outdoor experiences.
When asked about the role of dealers and campground operators in this mission, Holm was clear: “RV dealers are the frontline in welcoming all customers,” she said.
According to Holm, their responsibilities go beyond sales, including education and helping buyers find accessible options that meet their travel needs.
Meanwhile, campground operators contribute by offering accessible amenities, from restrooms and showers to adaptive trails and staff training.
Building Brand Loyalty Through Community and Service
With the summer travel season underway, Holm noted two key initiatives across the Winnebago brand portfolio.
First, the company continues to sponsor rallies that foster community among RVers and offer direct access to brand leaders.
Second, an enterprise-wide focus on customer support is in motion. Holm spotlighted the Barletta Pontoon’s Summer Season Helpline, which allows owners to contact company representatives seven days a week.
Winnebago’s innovation strategy also hinges on close consumer interaction. “We host many RV rallies, moderate forums, and hold open communication lines,” Holm explained.
The recently launched Winnebago Thrive travel trailer was born from a desire for upscale yet practical design, while the Grand Design Lineage series marked the brand’s first foray into motorized RVs—both examples of products developed in response to consumer demand.
To reach first-time buyers and underrepresented groups, Winnebago is also exploring new marketing avenues. One such effort includes a partnership with the Minnesota Twins, where an RV is displayed at most home games.
“For some people, it’s their first time in an RV. That is great exposure,” Holm said, adding that this visibility can encourage families to consider RVing as part of their summer plans.
Preparing for the Future of Outdoor Travel
Holm believes the outdoor lifestyle sector remains resilient, even amid macroeconomic uncertainty. “Interest in RVing and boating is healthier than ever, especially among younger and more diverse consumers,” she said.
For Holm and her team, the challenge lies in ensuring their portfolio of brands remains relevant and appealing through targeted messaging, innovation, and superior customer experiences.
Technology is a key part of Winnebago’s marketing evolution. Holm emphasized that digital tools and artificial intelligence are helping the company personalize outreach and improve efficiency.
“We are working to harness these technologies in service of delivering an exceptional end-to-end experience for RVers,” she noted.
Looking ahead, Winnebago is focused on deepening its partnerships within the industry to extend the reach of RVing. Holm pointed to her involvement on the RV Industry Association’s Go RVing board, where manufacturers and dealers collaborate on shared goals.
“We are committed to building a shared sense of inclusion to empower our teammates and create a sense of belonging for everyone,” she said.
Winnebago’s approach demonstrates that advancing accessibility is not a one-time initiative but an ongoing commitment.
Holm’s remarks reinforce that inclusivity, customer feedback, and innovation are deeply intertwined in the company’s operations—from design to marketing to long-term growth strategies.
Featured image by Winnebago Industries