However, Beyond Bookings: Understanding the People Behind Nordic Motorhome Rental Demand goes beyond that, looking at the factors that influence demand beyond the bookings process.

A rental transaction is so much more than a booking. It represents a person's travel goal or interests, travel distance, and the duration of travel and the amount of investment they are willing to put into a specific travel experience. In the Nordic motorhome rental market these dimensions are the focus of research in Elle Tick's dissertation.

Analysis of rental data from 2017 shows that the customer behaviour has evolved significantly during this time.

The market was almost all international, prior to the pandemic. In 2017, rentals for international customers were around 80% and in 2019 around 84% of the total rentals. The most prominent source markets were in Switzerland, Germany, the Netherlands and France.

The age of the customer was also at an old age. The average age of the drivers recorded in the database was approximately 45–46 years, and the largest customer segment was families.

The percentage of families accounting for included rentals was about 65% and the percentage of couples accounting for included rentals was about 35% in 2019. On average, customers were likely renting for longer trips (around 12 days), indicating that they were interested in longer stays.

This was a market which was changed in 2020.

There was a significant drop in rental volume, including rentals dropped from 2,290 in 2019 to 1,257 in 2020. But the details of the customer data for the market tells a bigger picture – it became far more home-grown.

In 2020, around 53% of rentals were from local customers, a significant drop from the number of local customers in 2019 (around 16%).

This shift reflects customers' ability to adapt their behaviour when necessary. For many customers, the choice was to opt for local adventures that were more accessible and flexible, rather than traveling overseas.

The domestic customer segment continued to be significant in 2021 with about 47% of included rentals. The market, though, turned around as conditions for international travel became better. In 2022, about 86% of rentals were by international customers.

Longer customer journeys were also a reality.

The average rental duration went from about 12 days prior to the pandemic to about 12.7 days in 2021 and about 14.3 days in 2022. The average duration of rents stayed around 14 days from 2000 to 2025.

The step hinted at a new trend in motorhome travel: experiences and adventures. For operators, a longer stay by the customer may be even more significant when it comes to service quality. Comfort, reliability, equipment and customer support may directly impact the experience.

Another significant piece of insight into the customer mix should also be noted. The proportion of couples using rentals rose from around 35% in 2019 to almost 46% in 2025.

This indicates that there may be a wider customer base than you are used to: families and couples can have different expectations, motives and preferences for travel.

The takeaway for businesses is simple: Strategy should be based on customer data. Knowing where your customers are coming from, what segments they fall into and how long they travel is important and can help businesses identify shifts before they become a big market trend.

The Nordic market for motorhome rentals serves as a case study of how customer insight can help to build resilience and plan for strategic growth.

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