The Nordic Motorhome Market Is Moving Beyond the Traditional Family Traveller The archetypal motor homer is undergoing change.

Data related to Elle Tick’s dissertation indicates that the Nordic motorhome rental market is diversifying their customer base and that the demand is becoming more nuanced from both domestic and international customers and families and couples alike. Rental transaction data from 2017 offers a useful comparison against which the market’s changes can be understood.

International customers dominated the market prior to the COVID-19 pandemic.

They represented 80% of the motorhome rentals in 2017, increasing to 84% in 2019 with significant contributions from the markets in Switzerland, France, Germany and the Netherlands. Traditional customers tended to be older, with the recorded average age of the driver being 45-46 years, and the market primarily consisted of families, making up around 65% of 2019 rentals, followed by couples at approximately 35% of all 2019 rentals. Average travel duration was about 12 days for each rental, indicating the significance of longer holiday trips. The outbreak of COVID-19 created a period of disruption for this traditional customer demographic.

The number of included rental transactions dropped from 2,290 in 2019 to 1,257 in 2020, although domestic customers’ participation increased from 16% in 2019 to 53% in 2020.

This illustrates a unique advantage of the motorhome market – its flexibility. The lack of opportunity to travel internationally meant customers could still access outdoor, recreation and road based holidays close to their place of origin. As of 2021, domestic customers continued to play a significant role in included motorhome rental transactions at 47%, and with international mobility returning in 2022, international customer bookings increased again to 86% of included motorhome rental transactions.

Other aspects of the market were shifting too – rentals were becoming longer. By 2021, average rental periods increased to about 12.7 days, and then to an average length of approximately 14.3 days in 2022, remaining around 14 days or just above until 2025. Long trip durations can affect almost every part of the customer experience.

Demand from customers will increase for better comfort, vehicle functions, reliable equipment and enhanced support during travel.

Particularly notable is the emergence of couples’ interest; in 2019, couples were associated with around 35% of included rentals and that will likely reach 46% of bookings by 2025. This suggests a need for a more differentiated market approach for companies to take, as a family’s expectations for a trip through the Nordic countries may differ vastly from those of a couple seeking an informal getaway. Differentiations will influence not only marketing and advertising strategies, but also fleet management and customer service. This demonstrates that the concept of “a Nordic motor homer” is not a static one.

The market continues to adapt to mobility trends, lifestyle preferences, and wider economic dynamics.

For business and marketing efforts, an awareness of these changes is an important aspect of building a customer-focused strategy for not only today but for the motorhome market of tomorrow.
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