It’s no longer one marketing strategy fits all motorhome travellers-Here’s Why?

The tourism markets is continually becoming complex, with diverse customer behaviours. Within Nordic motorhome rentals there has been a wide range of customers in recent years and from research linked with Elle Tick’s dissertation we now have a few groups clearly defining what’s to come for the market place.

Transaction figures starting from 2017 show us what the different types of customers looked like back then:

Back in pre-pandemic times; International travellers were nearly 80% of rentals in 2017 and almost 84% in 2019, especially Switzerland, Germany, the Netherlands and France being high performing international travel destination countries.

At the same time the most common booking segment were families; Around 65% of the rentals that were included in 2019 had the family sector booking, couples were the other significant section on near 35%.

The average driver's age used in the research was recorded as around 45-46 years old.

The above mentioned numbers provide a basic view of what type of customers the motorhome market was composed of, and the numbers later to follow clearly show why segmenting the business has now become so crucial.

In 2020 Included Rentals went down from 2290 in 2019 down to 1257, but the composition of travelling customers drastically changed;

Domestic customers went up in 2020 to represent over half of the bookings, at almost 53%, compared to 2019 at 16%.

This was a very different scene for the market place, where domestic bookings become an crucial element for revenue with restricted international travel.

Back in 2021 the Domestic customers were still a significant element, being almost half of the overall booking numbers at 47% of those included.

The following year saw a very strong international recover with international travellers being responsible for 86% of all bookings by 2022.

The market has seen some considerable changes in the length of travel journeys.

Between pre-pandemic and 2021 the included bookings have increased from about 12 days (before the pandemic) to almost 12.7 and then nearly 14.3 in 2022, staying near 14 until 2025.

The number of couples booking included rentals in their journeys nearly rose from 35% in 2019 to almost 46% in 2025.

These numbers alone illustrate clearly how businesses may now be marketing to several distinct segments at once.

An international customer travelling to new countries will have different pre-trip preparation expectations than the domestic travellers. The family customer segmentation could have different vehicle requirements compared to a booking consisting of the customer travelling solely with their partner. A customer journey with longer travels will expect more information than the average customer booking only short trip duration.

The use of market segmentation within a business will show customers, and the company, how to tailor the business so it appeals to diverse market demands. A families campaign can speak of space and practicality whereas the campaign focusing on the couple travelling may appeal to comfort and independence within new surrounds, whereas you can then communicate differently with international tourists, for their extra level of need for preparation for destination country.

Elle Tick's research really shows how you will learn through extensive journey data, that segmentation not just isn't a theory for marketing, but a key element you will also witness in your own customer statistics.
With the continuing increase of travel for Nordic motor homing, use segmenting to show a unique, suitable and beneficial journey for your travelling clients, when the market is expanding beyond all prior knowledge;

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