There are few products in America that have become so beloved by the media as the Recreational Vehicle. From coast to coast there is nothing but continued respect and appreciation for the RV as both a product as well as a lifestyle choice. And this reach cuts across all media types, from hot rod magazines to upscale fashion catalogs. So why are RVs so visible in U.S. media and what does it mean for the RV park industry?
Proactive industry effort has led to this moment
The RV industry has done a phenomenal job of marketing itself for decades, most recently with the “Go RVing” campaign which includes print and television advertisements. As a result, the industry has aways maintained a positive impression with the American public. When RVs became a hot topic due to the new focus on the outdoors, conservation and the growing Baby Boomer and Millennial segments, it had no stigma to overcome and there was already 100% awareness by the public of the product.
The product has never looked better
And speaking of the product, the RV offerings have never been better looking. When you compare the interiors of today’s recreational vehicles with those of only a few years ago, it’s a night-and-day difference. Perhaps the root of this improvement is the entrance of the strong Millennial population segment, which has been one of the most powerful forces in the advancing sales of RVs. These customers have ushered in new designs and finish-outs that have been embraced by old and young shoppers alike.
And the price points have never been more attractive
To also attract the more youthful Millennial market manufacturers have introduced lower prices on some entry models of trailers and fifth-wheels that have really benefitted all consumers. People are blown away, when they visit an RV sales lot, to find that their impression of the cost of these units was significantly higher than what they really cost.
One the right side of all megatrends
What’s really interesting about the RV industry right now is that it just happens to be exactly in-line with all U.S. megatrends including:
- 10,000 Baby Boomers retiring each day. This is simply a function of age as Baby Boomers are those born between 1946 and 1964 and are in full-bore retirement mode. A huge portion of these retirees are electing to spend their retirement years travelling in an RV.
- The growth of the Millennial generation. Millennials were born between 1981 to 1996 and represent the new largest segment of the U.S. population with over 80 million members. Many of these youthful shoppers are choosing to travel in RVs.
- The growing American fascination with the outdoors. Across all age segments there is a renewed love of the outdoors and this translates well into RV sales and usage. A recent study found that one of the #1 interests of all Americans is outdoor cooking on an open flame – an RV park standard.
- The new focus on family bonding, living small and conservation. The average American has never been more in-line with the strengths of RV park travel and living, which include a focus on quality family and friends bonding time, getting back to basics, and low carbon emissions.
- Lower gas prices. It also doesn’t hurt that gasoline prices are low and stable and that the one cost of RV usage is well within the reach of all consumers.
It’s a safe bet that the RV industry will continue to command headlines and positive commentary across all media. We are perfectly situated to be of interest to any audience, and that focus is growing daily.