The International Customer Is Still a Crucial Factor in Nordic Motorhome Tourism.

Research indicates how international customers were the primary driver in Nordic motorhome tourism prior to and since global COVID19 disruptions. International demand was estimated at around 80 per cent of the market share in terms of rentals in 2017 and 84 percent in 2019 in the research accompanying the work for this dissertation. Cross-border countries included Spain, France, Germany, The Netherlands, and Switzerland, which were a part of many travels by international tourists.

The market saw around 2,290 included rentals in 2019 with 65 per cent being family travel and 35 percent coming from couples travel.

It was noted that average customer driving age was around 45-46 with average length of rental at around 12 days. This international aspect of the rental market was temporarily overturned. In 2020, the number of included rentals dropped to just 1,257 whereas the proportion of domestic customers shifted drastically from about 16% in 2019 to around 53%. International mobility tied directly into these drastic shifts for the international model.

Instead the market was entirely reliant upon the market that was now able to do so.

By 2021, domestic customers remained still at roughly 47%. Over the next two years, the international factor the market was used to was to make a very strong come back, with international customers comprising about 86 percent of rentals in 2022, with the numbers expected to continue at high proportions going forward. In addition to this the market composition diversified in other areas.

Rentals got longer, growing from an average of roughly 12 days up to 12.7 and 14.3 day averages respectively, expected to remain close to 14 days. The proportions within the types of travellers also varied from almost 35% of the market in 2019 (which then increased to roughly 46% of the market by 2025) also making the market more diverse. It may be considered by businesses that travellers of this type might require extensive information before arriving to the Nordic countries and in this matter a clear direction of how to go and what to do.

The increase in length of rentals will also cause international travelling in the Nordic countries to become a more holistic experience.

The research demonstrates how a disruption to the international travel might lead to such fluctuations but how well the travel market is performing once the situation is better. By having the chance to understand the market, it might also enable businesses to improve their plans when it comes to marketing, managing of fleet and customer service. Research conducted for Elle Tick’s thesis shows important knowledge about how long this can last over a few year timeframe rather than taking a look at single periods. It further gives evidence that the Nordic travel market in terms of motorhome renting may be volatile although international travellers are important.

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