Nordic Motorhome Market exemplifies the customer's adaptability to the market.

This however has seen significant changes in the customer over the last ten years in the Nordic motorhome rental business. The dissertation research that Elle Tick has done illustrates the influences of international travel, domestic substitution, demographic shifts and longer trips on market development throughout.

The data from transactions since 2017 shows that the international market was at the heart of the market prior to the pandemic. In 2017 they accounted for some 80% and in 2019 some 84%.

The market was international with strong demand in the Swiss, German, Netherlands and the French markets. This is a reminder of how vital the international mobility is to the Nordic motorhome rental businesses.

Meanwhile, the relatively mature customer profile was seen in the market. The average driver age was approximately 45-46 years and the customer segment with the highest number was families.

Families accounted for ~65% of rentals included and couples ~35% in 2019. A typical stay of approximately 12 days suggest that motorhome renters were typically opting for longer vacation trips.

With the arrival of COVID-19, a change never before seen.

Included rentals declined from 2,290 in 2019 to 1,257 in 2020. What was more significant, however, was the change in customer base towards local travellers. The proportion of local customers from 2019 (around 16%) to 2020 (53%).

The change is a representation of how external influences are changing customer geography. There was less travel around the world, but there was still a need for leisure, outdoor activities and flexible travel experiences.

The domestic customer segment continued to play an important role in 2021, comprising some 47% of the included rentals. But the market took a turn for the worse when international travel began again. In 2022, the number of international customers accounted for around 86% of rentals.

This quick shift is useful evidence for businesses to plan for the future when there is uncertainty. Changes in customer demand can happen in a matter of moments and the more aware companies are of the makeup of their market, the quicker they can react.

The study also detects a medium- to long-term reduction in travel times. Average rentals are up to about 12.7 days in 2021 and 14.3 days in 2022, and are expected to hold at about 14 days until 2025.

Extended rentals can offer companies a chance to enhance the value of their customers, as well as vehicle quality and service.

Customer segmentation changes are also taking place concurrently. Furthermore, in 2019 couples made up about 35% of rents, and by 2025 this share rose to nearly 46%, indicating that the market is becoming more diverse with a variety of different profiles of families.

The results show that evolution of the customer is a non-demographic concern. It impacts on marketing, fleet planning, service design, revenue planning, and long-term business decisions.

Nordic motorhome industry is hence a good example of market resilience and customer adaptation.

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