Motorhome touring represents an extension beyond the transaction with a single provider.

While a customer may initiate a relationship with their rental agency, throughout the journey they may engage with campsites, attractions, restaurants, activities operators and destination service providers.

Data emerging from Elle Tick's dissertation demonstrates key findings that could explain this interconnectivity in this particular tourism market.

One compelling metric is length of rental duration. For example, average rental was around 12 days pre- pandemic and rose to approximately 12.7 days in 2021 and roughly 14.3 days in 2022. A steady ~14 days is forecast out to 2025.

Longer travel periods can also create additional opportunities for customer engagement beyond the actual rental component.

This underscores partnership development as relevant for rental companies beyond considering only the actual rental transaction as the entirety of the experience, but rather the onward journey taken by its clients.

For example, a rental agency could strengthen relationship building with destinations and relevant activity & restaurant providers by recommending opportunities along client routing options.

Customer origins offer additional opportunities for partnerships. International tourists represented ~84% of renters in 2019, and~86% in 2022. Key international market origins included Switzerland, Germany, the Netherlands, and France.

International tourists might find guidance useful regarding destination information, routing guidance, and logistical support while journeying on longer trips.

It is also clear from the research that local customers continue to be of significance. Their participation rose to~53% of rentals in 2020 (vs ~16% in 2019).

Clearly, partnership strategies need to focus beyond just attracting and serving the needs of international travellers for this and potentially other segments. Local users provide important opportunities, particularly during specified market conditions.

Composition of customers provides additional possibilities for partnership collaboration. Families comprised roughly 65% of all rentals in 2019, compared to about 35% for couples. Through to 2025, though, couples increase to almost 46% of rentals.

Different traveller groups could look to different types of destinations and experiences. Families looking for child-centered attractions vs. Couples looking for scenic routes/restaurants have different potential demands.

The entire research effort highlights how much tourism products can serve customers best by being seen in terms of a whole network of businesses.

For motorhomes, companies can support their customers with their onward plans through continued relevant, responsive engagement beyond their role as rental provider and the actual physical vehicle transaction itself to help their customers reach attractions and services along their chosen pathway.

With destinations, Motorhome companies can become powerful partners to distribute informational services toward travellers and vice- versa.

The simple take is that tourism resources aren’t confined to single sellers. Customers may spend time as active participants within a destination in multiple ways with different providers and locations as their journey unfolds.

The Nordic motorhome market is an outstanding demonstration of this multi-provider model.

While rentals and destinations have opportunities to form robust partnerships, especially while longer itineraries increase as do the needs and demands of a changed customer base.

GlobalX Publications: https://www.globalxpublications.com/

Read More: https://www.globalxpublications.com/blog/who-are-the-customers-and-how-have-they-changed-2017-2026

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