The Nordic Motorhome Market Customer Journey Shows.

The Way Travel Can Flip It Around A few travel sectors have shown customer adaptation as well as we can see with the Nordic motorhome rental market. As is detailed in research conducted in relation to Elle Tick’s dissertation which has taken customer data from 2017, we see the remarkable trend of international to domestic to international in what can be described as a journey to return where this sector has been up until the start of the COVID-19 crisis. Prior to the COVID-19 pandemic the international customer has been the driving force for Nordic motorhome rentals.

In 2017, around 80% of rentals came from international customers and this was over 84% in 2019 (most notably Switzerland, Germany, the Netherlands, and France were key markets).

The customer segment here was relatively mature with the age of motorhome drivers remaining constant in the area of around 45-46 years. Family was also a large segment in 2019 they made up some 65% of included rentals with couples being some 35%. Renting length was close to 12 days meaning that travellers were looking for longer-haul travel via motorhomes. Market direction flips Due to mobility restrictions the rental figures went from some 2,290 included in 2019 to 1,257 in 2020 and at the same time, whilst the international share dwindled considerably, local customer numbers increased from approximately 16% of rentals in 2019 to 53% in 2020.

These numbers prove how travel consumers shifted their planned holiday from overseas to Domestic when mobility became more challenging.

The trend continues into 2021 with local customers making up approximately 47% of included rentals. A rapid rebound and changing customer journey The recovery however was just as rapid. In 2022, international travellers accounted for over 86% of rentals, indicating a swift return to international demand as the mobility issues subside.

What is even more remarkable is that the customer journey in itself adapted further during this recovery phase, as the average motorhome rental length grew to approximately 12.7 days in 2021 and 14.3 days in 2022 and continues to stay close to the 14-day mark up until 2025. This indicates that travellers are not simply returning to pre pandemic norms but embracing more elongated journeys utilizing motorhomes that provide comfort for long duration travel which has implications in many areas of business, such as more in-depth knowledge of the countries visited, greater planning around fuel needs, possible cooking and dining options as well as comfortable sleeping arrangements. In addition, the customer profile for motorhome renting is becoming more blended, as more couples (approximately 46% of rentals up to 2025 compared to some 35% in 2019) opt to rent a motorhome.

There are a number of obvious benefits, as well as challenges, from these trends for business owners as an international customer journey is very different from the planning and expectation of the domestic traveller.

Families and couples will have different needs for selecting a motorhome for their holiday and for the business owners in question the greater emphasis on a more elaborate and longer journey means even greater awareness is needed when catering for their needs.

However, the real takeaway from the journey to the Nordic motorhome market is its adaptability in the face of disruption and ability to embrace new trends that present themselves when circumstances dictate a change of direction for this very well-trodden market.

The Nordic motorhome market is an example for other tourism and travel markets, of how consumer behaviour is responding to changes and how the market may come back stronger than before.

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Read More: https://www.globalxpublications.com/blog/who-are-the-customers-and-how-have-they-changed-2017-2026

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