Nordic Motorhome Customer Trends reveal the future of ‘experience-driven’ travelling.

While understanding one "typical" traveller may not necessarily be key to the Nordic motorhome rental industry's future, understanding the various customer journeys driving demand could be. New research, associated with Elle Tick's PhD thesis, is analysing transaction data for 2017 and later and shows that a significant shift in demographics and behaviours has taken place in the market.

Rental by international customers accounted for around 80% to 84% of total rentals in 2017-2019. The Nordic motorhome market was well internationally balanced with customers from the countries of origin of the market in Switzerland, Germany, the Netherlands and France.

The market was also very well segmented, by demography. The average age of drivers remained 45-46 years and the largest segment of customers were families. About 65% of the rentals included in the data were by families; about 35% were by couples.

The average length of time customers rent a motorhome for is about 12 days, also suggesting that the renters saw motorhomes as a means of a major vacation experience. These were not just temporary shelters, but a component of traveling road trips.

COVID-19 has upset this normal routine.

In 2020, included rentals fell to 1,257 from 2,290 in 2019. However, the most important of the changes was the shift in where customers came from as well as the reduction in volume. The number of local customers grew significantly, representing some 53% of rentals, up from some 16% in 2019.

This trend persisted in 2021, as local residents accounted for about 47% of the rentals covered. The development illustrated the adaptability of consumer demand, as international travel was made more difficult, the consumer population shifted to greater use of domestic leisure opportunities.

When the situation of travel improved, the international market was revived. For 2022, roughly 86% of rentals were with international customers, demonstrating the rapidity of customer composition changes when mobility resumes.

The research also indicates a long term change in the duration of the rents. The average number of trips grew from some 12 days on average prior to the pandemic to about 14.3 days in 2022 and not far behind that through 2025.

This trend is significant for customers' experience. The higher the level of comfort, technical reliability, equipment quality, trip support and booking flexibility that are expected by the user, the longer the journey.

Customer segmentations are also increasingly becoming more varied. While families are still very present, the number of couples rose from 35% of rentals in 2019 to nearly 46% by 2025.

The industry can take this message: Customer strategies need to change with customer behaviour. Companies with awareness of multiple traveller motivations will be better equipped to shape the design of their products, services and communication based on the different traveller segments.

It's not just a market being rebounded from disruption, however, but a dramatically transformed Nordic motorhome market. It is becoming more diversified, as a result of international mobility, domestic travel, longer distance travel and changing lifestyle.

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