A market is transformed when the travel conditions.

it encounters change Markets show some of their most potent characteristics in changing conditions, a fact well illustrated by how quickly travel conditions shifted for the Nordic motorhome rental market. The customer base of this industry changed dramatically following the onset of the COVID-19 pandemic. Based on a research study associated with Elle Tick's dissertation, rental behaviour was charted starting in 2017 and tracked the way in which customer origin, demographics, group composition and rental duration changed over time.

In 2017, for example, the average age of drivers was 45-46, and most (about 65%) customers were families who rented for approximately 12 days.

Between the years of 2017 and 2019, 80 percent or more of these customers were international. The Nordic motorhome rental industry faced a rapid and significant transformation as 2020 approached. According to estimates derived from 2,290 rentals recorded in 2019, about 1,257 motorhomes were rented in 2020; a marked decline. The rental market saw another transformation within its overall structure: local customers had risen to account for roughly 53 percent of all rentals by 2020 - up from just 16 percent in 2019.

These numbers show the motorhome industry's ability to rebound even amid difficult circumstances - international clients may still be hesitant to travel far, but domestic renters stepped up in the interim.

In 2021, local clients had decreased slightly from 2020 but still held around 47 percent of available rentals, but soon the situation began to reverse. By 2022, international clients were again making up the bulk of rentals, but other factors had changed beyond simple origin patterns. Rental lengths grew with couples accounting for increasing proportions of bookings - 46 percent of motorhomes in 2025 compared to 35 percent in 2019; and rentals were up to 14 days by that time, compared to the average 12 from two years prior.

When the travel conditions of the motorhome rental industry changed, the customer base evolved and re-shaped itself, not just in relation to origin but also demographics and group sizes, which demonstrates the transformational power of a fluctuating market. Understanding this phenomenon is essential when a tourism business needs to make informed decisions regarding strategy development, fleet utilization, service optimization and customer relations, but such understanding is not built within the span of a single season, but over many years of transaction data.

Elle Tick's valuable research in the motorhome sector offers evidence that long term transaction data provides a new and transformative perspective in how to understand any given market as times change, making a business better prepared to adapt and capitalize on opportunities for decades to come.

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