Knowing Your Customers’ Roots Is Growing in Importance within Nordic Motorhome Tourism.

Data from Research Associated with Elle Tick's Doctoral Research gives us insights into how International & Nordic Customers Contributed to Rentals by Various Periods 2017 to 2022 The Research Shows International customers are the dominant client group and International Customers were “at about 80% of the rentals in 2017 and 84% in 2019” (Data derived from research associated with research published by Elle Tick. In the Nordic Market place a key and in fact the principal focus in tourism has been the provision for International Customers.

Source markets in International include Germany, Switzerland, Holland, France which were reported as being among the top 4th to 5th most important markets in the data collected from a range of participants.

International Customers bring strong business, are a primary driver to a rental operation. The convenience of combining the means of travel with accommodation and flexible destination planning for 1 to 4 individuals provides a good combination for the International Consumer. International Customers represent 86% of customers for the year 2022. This fact points strongly to the value in the International market for motorhome rentals.

As expected, the ability to travel internationally was adversely affected by the 2020 global shutdown and the resultant global lockdowns put a massive constraint upon tourism particularly international tourism.

So, while the international contribution dropped to only 47% in 2020, the local, the Nordic/Scandinavian, segment rose significantly from 12% in 2019 to 53% in 2020. Nordic customers can be the complementary customer, while Nordic customers may see their segment dwindle as International becomes possible again. 86% in 2022 represents a restoration and growth from this unprecedented period of difficulty for the international market. Average vehicle driver age in this sample came in at about 45-46 years of age providing an indication of mature clientele utilizing motorhome facilities, with average vehicle age for renting in the region approx 4 - 4.5 years.

Source market intelligence is valuable for planning in areas such as communication, product offering, season planning, customer engagement and business partnering. For example, communication plans targeting Germany may be very different from one that plans for local Scandinavian markets. However, the broader lesson of this research is clear; the tourism marketplace is highly dynamic.

Where customers originate from is highly dynamic, dependent on numerous factors ranging from economic viability to pandemic control and confidence amongst travelling sectors.

Viewing international and domestic tourism as competing markets potentially limits strategic planning. It can be argued these are complementary market segments rather than alternative. The Nordic Motorhome rental market offers good insights as to the value of such source market analysis and will provide valuable strategic and tactical insights to anyone operating in and around the Nordic motorhome hire markets globally. For those looking to publish thesis’s and other research related to business, and global reach, GlobalX Publications welcome and will take your ideas around the world.

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