The Length Of These Trips May Be Changing How We Think Nordic Motorhome Holiday rentals.

How long people travel for can tell you as much about the market as how many book it.

Research underpinning Elle Tick’s Master’s dissertation finds a significant increase in the duration of motorhome rentals in Nordic markets – but it’s not the only thing changing. The customers’ demographics and location have also shifted drastically in this segment. The analysis of rental transaction data from 2017 onwards began at average of roughly 12 days long before the pandemic.

This was a period characterized by international demand, with almost 80 per cent of rentals being undertaken by International clients in 2017 and 84 per cent in 2019. Switzerland, Germany, the Netherlands and France were amongst the most important regions of origin for this demand. These were largely by couples and families. The leading group for the holiday market was families, making up some 65 per cent of the rentals researched, followed by couples at 35 per cent of included rental market for that year and the average age driver 45-46, an mature leisure market.

This changed with the Pandemic, which created disruption, bringing down the number of rental instances from 2,290 in 2019 to only 1,257 in 2020, with an enormous uplift in local customers (16 per cent up to 53 per cent). Travel regulations can demonstrably dictate where and how holiday makers take up holiday opportunities. And it is in the Nordic markets – to be analyzed here with Nordic customers - that there is more to explore concerning changing customer behaviour with a more profound implication for business operators and their businesses.

The 2021 numbers saw local demand remain substantial at roughly 47 per cent of included rentals. This shift to predominantly local holidaying continued with the international market, at 86 per cent return to 2019 levels, and continued to grow significantly with an enormous change in rental duration (average at 12.7 in 2021 up to 14.3 in 2022), it held close to 14 day tenure until 2025. This has substantial implications.

These 14 day holidays represent some ‘more’ for travellers.

That ‘more’ translates as likely increased travel to more locations per holiday, increased road mileage/time traveling at 55mph to accommodate the length of travel and a heavier reliance upon personal comfort and well-managed technology, or space.

The motorhome is more than travel, it’s a travelling base camp for the entire holiday. Increased rental tenure means increased expectations concerning how well maintained vehicles should remain, quality and robustness of equipment, seamless transaction management and ongoing efficient customer service support throughout longer rental trips. This provides service providers in the sector opportunity to base innovation upon such evolving customer expectation within the client journey they provide.

The change in market mix also continues apace too. This is reflected by an increasing trend towards couple holiday making; in 2019 35 percent in the analysis, at 45.8% of all bookings by 2025. Longer holidays mean that we could be entering an era whereby travelling via camper-van and caravan will not be perceived as family centric activity alone anymore.

Instead, other traveller categories perceive the travel format itself as valuable for accessing destinations on their terms.

Accordingly, motorhome business owners can identify potential for generating increased value through longer rentals and they must be capable to provide high quality service from initiation of booking to the return of the vehicle, and beyond. Nordic market data are representative of some fundamental global travel trend whereby the experience offered as a whole is gaining traction versus just one product. GlobalX Publications supports the dissemination of insights by academics, entrepreneurs, scholars, and professionals. Publish and promote your thesis, research paper, business, or book with GlobalX Publications.

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