Customer Intelligence Key to Next Phase of Nordic Motorhome Rental Growth.

The Nordic motorhome rental sector proved how well customer intelligence can build resilience. Research associated with Elle Tick's dissertation analyses transaction data from 2017 onwards, revealing a number of important shifts that are likely to shape the sector's development.

First, and crucially, international demand.

Prior to the pandemic international customers made up over 80% of total rentals in 2017, and just under 84% in 2019. Switzerland, Germany, the Netherlands and France topped the leader board as key source markets.

Supporting this international profile was a well established travelling profile. The average recorded driver was aged around 45-46 years and 'families' constituted the vast majority of the travelling public.

In 2019 families made up close to 65% of included rentals and couples around 35%. The average duration was close to 12 days and this indicated a significant capacity to satisfy the demands for leisure travelling over a longer period.

It's clear that circumstances had changed dramatically during the pandemic itself.

From 2019 to 2020 included rentals dropped significantly from 2290 to 1257. Critically locals gained significant representation from just 16% to over 53%.

As well as generating a domestic opportunity that lasted throughout much of this period, this transition made it obvious how significantly demand is influenced by current and expected travel opportunities.

By 2021 the importance of local travellers was to be seen continuing with locals around 47% of total included rentals. But in 2022 international travellers had returned as the biggest segment around 86%.

The market wasn't just returning to normal; trip duration increased.

Average rental days increased from below 12 days to just over 12.7 days in 2021 and then reached 14.3 days in 2022. Projections kept it around this level until 2025.

For rental businesses this presents a valuable opportunity to deepen relationships with customers through increased rental duration, but it raises customer expectations around comfort, reliability, fit-out and support levels when travelling by motorhome for more than two weeks.

Another key indicator of future opportunity is client segmentation. Couples increased to almost 46% by 2025 compared to 35% in 2019.

This suggests there are opportunities for an approach that favours flexible customer strategies as opposed to a single, one-size-fits-all motorhome rental product. Different segments can appeal to distinct customer motivations – e.g. The family needs space and function; the couple wants convenience and experience; foreign renters require planning assistance, while locals' primary considerations might differ considerably.

The main message derived from this research is directly applicable far beyond Nordic motorhome rental, the concept of customer intelligence, beyond simply informing the marketing effort, plays an integral part in product development, service design, operations planning and driving future growth.

It's clear the Norwegian motorhome market, through dramatic market shifts induced by extraordinary events, identified previously unseen opportunity through a dynamic re-calibration of customer habits.

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