A Shifting Approach to a Nordic Motorhome Adventure.

More than a means of transportation, a motorhome trip is developing into an experience and flexibility to explore different cultures, travel time, or to design travel around different goals.

The context related to Elle Tick's dissertation explains what has happened through the use of rental statistics among Nordics beginning in 2017:

Among the most evident discoveries from Tick's research is the increased period of rental. Between before the pandemic and 2021, there was an increase from around 12 days average rental period, to 12.7 days; the following year, it had gone to 14.3 days rental, while projected to stay around the 14-day mark through 2025.

This development demonstrates a continued drive to travel by road for longer periods of time.

A lengthier rental opportunity does have the effect of altering a customers experience--more opportunity for different destinations, travel style shifts, more time spent in different locations. This has significance for the nature of rental vehicles' comfort, reliability of features, and support services.

The research indicated shifts in customer groups as well:

By far the largest group was international customers (around 80% for 2017, then again around 84% for 2019). Important international source countries were Switzerland, Germany, Holland and France, amongst others. The main part of those included was the segment comprising families (approx 65% of bookings considered for 2019); couples made up the other third, around 35%.

But in subsequent years, this balance altered:

Couples grew to represent almost 46% of customers in 2025, which indicates a wider appeal beyond families as traditional family holidays.

It was important during the pandemic years:

In terms of the number of included rentals it was significantly lower for 2020 (1,257 versus 2,290 for 2019), with the local customer reaching over half in 2020 (53%).

This suggests that local customers were an essential market when traveling internationally was put to a stop. From then on, local customers maintained their significant market share at close to half through 2021 before international customers grew quickly with 86% of bookings by 2022.

Combined, the market reveals an interest driven by various goals for the Nordic Motorhome customer, which may consist of family holidays, traveling as a couple or longer voyages with more time of freedom to tour; there may also be an interest in driving domestically, depending on conditions.

The trends point towards businesses being able to modify their advertising approach toward promoting journeys as well as vehicles, redesigning services based on the customer experience as well as their travel needs. Travelers would benefit from the assistance to better utilize the opportunity the vehicle affords them. Elle Tick’s research offers a critical viewpoint on the customer in the Nordic journey as a new entity whose experience over the physical car the rental comprises is becoming more paramount.

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