Nordic Motorhome Customers Are Changing—and Research Reveals the Reasons.

Nordic motorhome rental market is now in a new era of evolution of its customers. Rental transaction data is analysed for several years of the Elle Tick's dissertation research to look at how travellers' origins, customer segments and journey attributes have evolved over the last few years (2017 to 2026).

The research starts with a segment of market that is highly dominated by the international tourists. In 2017–18, international renters accounted for around 80% of rentals and in 2018–19 this figure was around 84%. The cross-border aspect of Nordic motorhome businesses is further reflected in the most prominent source markets, such as Switzerland, Germany, the Netherlands and France.

Demographics of customers remained fairly constant over this period. The average age of the customers who had been recorded was around 45-46 years and the highest customer group was that of families.

About 65% of the rentals included in the statistics were occupied by families and 35% by couples in 2019. This spread of rentals suggests that family leisure travel was an integral part of the Nordic motorhome rental business.

This is further supported by the length of the trip. These rentals were, on average, for about 12 days, suggesting that customers were more likely to arrange a longer road trip than a main reason being to use it for short weekend rentals.

This is a radical shift from the normal, due to the pandemic.

The number of rentals in 2020 decreased to 1,257 from 2,290 in 2019. But there was also a major shift in the geographical location of the market. In 2019, local customers accounted for about 16%, whereas in 2020, the number of local customers had increased to about 53%.

That's an important part of consumer resiliency. The disruption hampered international travel but there was still a demand for leisure and outdoor activities. They adjusted by selecting travel alternatives that were more aligned with domestic restrictions.

There was still a decent demand for local rentals in 2021, representing around 47% of included rentals. There was a strong turnaround from overseas customers the following year, with around 86% of 2022 rentals coming from overseas customers.

Meanwhile, the length of the rentals started to increase. The average rental periods were around 12.7 days in 2021 and 14.3 days in 2022. Average did not vary significantly from 14 days up to 2025.

This development has implications for the rental operators, directly. Comfortable cars, reliable equipment, technical reliability, and all-encompassing customer support are all areas where needs may rise in a longer distance.

Customer segments are also changing, too. In 2019, nearly a third of rentals were made by couples, with the proportion reaching nearly 46% by 2025. The trend indicates that there could be scope for additional market opportunities that go beyond traditional family positioning.

The research clearly tells businesses: There's a need to monitor customer behaviour on an ongoing basis. Demographics, such as travel origin and journey time can change rapidly if there is an economic, social or travel change.

These patterns can be helpful for rental companies to better segment their customers, market their offerings, design better customer experiences, and to find new ways to sustain their growth.

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