One Market, Multiple Types of Travellers.

The concept of a typical motorhome customer is becoming increasingly difficult to define.

Research associated with Elle Tick’s dissertation reveals that the Nordic motorhome rental market has developed through several overlapping customer groups, each contributing to the changing structure of demand.

Before the pandemic, international customers represented approximately 80% of rentals in 2017 and approximately 84% in 2019. Switzerland, Germany, the Netherlands and France were among the important source markets.

At the same time, families represented the strongest customer segment.

In 2019, approximately 65% of included rentals involved families, while couples accounted for around 35%. The average recorded driver age was approximately 45–46 years.

This established profile, however, did not remain unchanged.

The pandemic introduced a major shift in customer origin. Included rentals declined from approximately 2,290 in 2019 to 1,257 in 2020.

More significantly, local customers increased from approximately 16% of rentals in 2019 to approximately 53% in 2020.

This change showed how domestic travellers could quickly become a major part of the motorhome market when international mobility was limited.

Local demand remained significant in 2021, accounting for approximately 47% of included rentals.

International travel subsequently returned, with international customers reaching approximately 86% of rentals in 2022.

Yet customer diversity continued to develop.

Couples became a much larger segment over time. Their share increased from approximately 35% in 2019 to nearly 46% by 2025.

The market also saw longer rental periods.

Average rental duration increased from approximately 12 days before the pandemic to approximately 12.7 days in 2021 and approximately 14.3 days in 2022. The average remained close to 14 days through 2025.

These developments create a market where customer needs can vary significantly.

Families may approach motorhome travel as a group holiday requiring practical space and flexibility. Couples may seek comfort, independence and destination-focused experiences. International customers can require additional information for planning Nordic journeys, while domestic travellers may have different expectations around routes and travel frequency.

For rental businesses, this diversity can influence how services are developed and marketed.

Instead of relying on a single customer profile, businesses can use market data to identify distinct groups and understand their behaviour.

Elle Tick’s research demonstrates that customer segmentation is not simply a marketing exercise. It can provide a broader understanding of how an industry is changing.

As Nordic motorhome tourism continues to develop, businesses that recognize different customer motivations may be better positioned to create relevant products, communication and travel experiences.

The future market is therefore unlikely to be defined by one traveller. It will be shaped by multiple customer groups moving through the Nordic landscape in different ways.

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