The Nordic Motorhome Traveller is a dynamic that has evolved over the past 15 years.

Numbers can tell more than just the number of books sold. They can demonstrate the reactions of customers to the uncertainty, changing mobility and shifting lifestyle preferences. The focus of research in Elle Tick's dissertation is the actual transformation which is studied through transactions for renting Nordic motorhomes.

The analysis starts in a market segment which has fully internationalised its consumers. About 80% of the rentals recorded in 2017 were by foreign guests. In 2019, the percentage is about 84%.

The top source markets were Switzerland, Germany, the Netherlands and France. This trend placed international mobility on the center stage of the requests of Nordic motorhome rentals.

The customer type was also unique. The average recorded driver age was approximately 45-46 years and the majority of them were families. About 65% of all rentals were by families in 2019, while about 35% were rented by couples.

The average tenancy period was also quite long. The average rental period was around 12 days, indicating a strong demand for long-term rental periods from the customers.

After that, the outside world altered the situation rather drastically.

In 2020, included rentals fell from 2,290 to 1,257. However, the most intriguing discovery was that of changing customer locations. The percentage of local rentals increased from about 16% in 2019 to ~53% in 2020.

The numbers do not indicate a market that has just crashed, but rather a market reacting. With restrictions on international transportation, the domestic customers gained in significance.

This trend continued in 2021, as about 47% of included rentals were from local customers. With the opening of international travel once again, another significant change occurred. As of 2022, rentals are expected to be made by international customers about 86% of the time.

This is a sequence which underscores the need for flexibility in travel businesses. Changes in the external environment can cause customers to behave quickly, and actions that are based on past patterns can be ineffective.

There's also a significant shift in any customer journey. The average number of days rented has risen in 2021, to about 12.7 days, and in 2022 to 14.3 days, and is still around 14 days in 2025.

The longer it takes the more the expectations are raised for the total travel experience. When travellers are on the road for long periods of time, the reliability of the vehicle, its condition, comfort, equipment and customer support may all become more significant.

In the meantime, for couples the share grew much. The share of couples increased from about 35% of rentals in 2019 to nearly 46% in 2025.

This is a changing segmentation that can be exploited by companies looking to break out of the customer assumption box.

The Nordic market for motorhomes is a prime example of how data-driven decisions can influence the market. Analysis of customer behaviour can aid in the detection of new segments, potential shifts in demand and contribute to developing more Long-Term Strategies.

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