Decisions on investment in tourism are typically made on the basis of assumptions about future demand.

Elle Tick's dissertation-linked research demonstrates how it is possible to use historic customer data for a more robust analysis of market opportunities in the context of Nordic motorhome tourism.

Using information about several years of motorhome hire operations it analyses changing levels and compositions of customers (international v domestic), duration of trip and customer groups.

These indicators can inform decisions on investment in vehicles, services, marketing, technology or destination partners.

Customer origin-International clients accounted for around 80% of bookings in 2017 and around 84% in 2019, the level reached in 2022 was just under 86%. Top countries source market by customers were: Switzerland, Germany, Netherlands, France. It's important information to determine customer country distribution, e.g.

If a large majority of customers originates from international markets the investment strategy may need to take on board languages for service provision and communication, international marketing and branding.

Booking procedures and customer care may also need tailoring to international clients' needs and expectations. A major drawback of many investment strategies is that not enough reliance is placed on a fluid market strategy: 2020 saw local customers' bookings level at around 53% as opposed to 16% on 2019; levels were still around 47% in 2021 as shown by the graph of changes. Using all criteria for evaluating the opportunities can support more thorough decision making than using isolated measures. Length of rental-Average rental duration increased from just under 12 days before the pandemic to around 12.7 days on 2021 to around 14.3 days in 2022.

This was set to stay above 14 days through 2025.

High average rental periods can influence decisions about fleet sizes and vehicle availability. It may also increase a company's reliance on customer care service and support for longer stays and trips. Groups of Customers-In 2019 families represented 65% of all bookings and couples around 35%, however 2025 saw couples as a segment of more than nearly 46%of bookings.

This would then influence investment strategy regarding vehicles (e.g. Larger vans, smaller cars, etc.), marketing activities targeted at specific groups, information and services provided for certain travelling groups (e.g. Child seats for traveling families).

Analysing all the customer criteria may strengthen investment strategies when considering fleet expansion. A motorhome rental company can not simply increase its fleet, instead it should observe, monitor and analyze multiple business indicators such as vehicle usage length. Such approach would move business beyond using generalized assumptions for market strategies and support well-founded, empirical decisions.

The Nordic motorhome market is practical example that connects customer data with commercial strategy.

Historical customer data is becoming an essential tool for tourism enterprises seeking to optimize investment plans. It doesn't just provide a picture of past customers, it also builds a reliable context for exploring potential markets. A coherent, data-based investment approach helps businesses create more resilient growth strategies.

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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