The changing habits of Nordic motorhome customers has been highlighted by GlobalX Publications in their research. GlobalX Publications' research highlights the changing behaviour of Nordic motorhome customers.

This decade has seen the Nordic motorhome rental market shift dramatically and customer base, travel patterns and preferences have followed suit as a result of the changing market conditions. A new study published by GlobalX Publications analyses data from rental transactions from 2017 to date and shows the changes in customer behaviour in one of Europe's unique markets.

Prior to the pandemic, the research carried out as part of Elle Tick's dissertation reveals that the customer base was largely international, that there was a significant family-oriented customer base and that there was a mature traveller profile. The international rental share accounted for around 80% to 84% of rentals during the period 2017 to 2019, with Switzerland, Germany, the Netherlands and France as significant rental source markets.

There was also a rather well-defined customer profile. The average age of recorded drivers was approximately 45–46 years and the largest group were families. About 65% of rents included in the family in 2019 were for families, while about 35% were for couples. The mean number of days rented was approximately 12, suggesting motorhome trips were mostly for long leisure trips and not shorter getaway trips.

This has changed significantly during the COVID-19 pandemic.

In 2020, included rentals declined from 2,290 in 2019 to 1,257. The main change was in the origin of the customers, however. The number of local customers rose from around 16% of rentals in 2019 to 53% in 2020. The change indicated that people still wanted to travel for leisure, but in this case, it was done in a different way. Rather, geography of the customer changed.

Local customers accounted for around 47% of included rentals in 2021, and this demand will continue to be significant. As the international travel market improved, the market started to re-establish its form. In total, about 86% of rentals were for international customers by 2022.

The study also points to an important evolution in the length of time for renting. Average rental periods also rose since the pandemic, from about 12 days prior to the pandemic up to 14.3 days in 2022, and will likely continue to sit around 14 days through 2025. The increased travelling distances are a sign of increasing interest in immersive road travel, and they raise additional expectations regarding vehicle quality, reliability, equipment and customer service.

Another trend that is emerging is the emphasis on couples. Families continued to be the principal customer segment, but there was a rising trend in there being nearly 46% more rentals by couples in 2025 compared to around 35% in 2019.

These outcomes show that customer behaviour is not static, and that's why it is important to understand the reasons for its shifts. The geography of customers may change rapidly in the event of a market disruption and a change in lifestyle may affect trip time and mode of travel.

The research provides a clear strategic lesson that for motorhome rental businesses, sustainable growth of the business is dependent on understanding of customer journeys and not just relying on past booking trends.

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Read More: https://www.globalxpublications.com/blog/who-are-the-customers-and-how-have-they-changed-2017-2026

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