Nordic Motorhome Rental Growth is driven by Customer Experience.

Nordic motorhome rental sector is changing due to customer expectations. Data from rental transactions since 2017 analyzed during Elle Tick's dissertation provides a detailed picture of the evolution of traveller profiles and preferences over a period of stability, disruption and recovery.

Prior to the pandemic, there was a strong demand for Nordic motorhomes from abroad. Rental revenue in 2017 was made up of about 80% of rentals to international customers, and about 84% in 2019. The most important source markets were Switzerland, Germany, the Netherlands and France.

It was also evident from the customer profile that there was a defined leisure travel segment. The average driver age remained in the 45-46 age range and the family segment was by far the largest customer segment.

About 65% of the rentals included in the count in 2019 were by a family, about 35% by a couple. The market was well linked with longer holiday trips and road based travel experience with an average rental duration of around 12 days.

This pattern was quickly disrupted by the pandemic.

Included rentals dropped from 2,290 in 2019 to 1,257 in 2020. Meanwhile, local customers also grew significantly as a share of the market. They increased from about 16% of the total in 2019 to 53% in 2020.

This change reflects the ability of travel demand to change rather than even vanish during disruption. When international travel was tougher it was the domestic customers who provided an important source of demand.

Local customers accounted for around 47% of included rentals in 2021. Demand also bounced back well on the international market, with approximately 86% of rentals in 2022.

Likewise, another important feature of the recovery was an increase in the length of rentals.

The period of rentals has also gone up, from about 12 days prior to COVID-19 to 12.7 days in 2021 and 14.3 days in 2022. The average duration was nearly 14 days until 2025.

The distance that needs to be covered increases the emphasis on the whole customer journey. When customers rely on a rental car for a lengthy vacation, comfort, equipment and reliability, booking procedures, communication and support can be more significant than ever.

Shifts in the customer mix are also taking place. The proportion of rentals from couples rose from around 35% in 2019 to almost 46% in 2025. This is a sign that businesses might want to develop more differentiated strategies for families, couples, international tourists and domestic tourists.

The results of the research is a valuable lesson to the wider tourism industry. Don't create customer experience for one type of average customer. Rather, businesses must be aware of several customer journeys and cater their offerings to fit them.

By analyzing data, businesses can make more timely changes to their products and marketing strategies, ahead of the customer's changing expectations, and gain better market positioning.

The Nordic motorhome rental market is a great example of how the behaviour of customers can shape the whole industry.

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