The following was included in RVIA’s News & Insights report.
Newest to RV ownership, millennial and Gen Z Owners are primed to reshape the face of the industry. Beyond just their diversity across growth audiences, the critical group seeks excitement, new travel options and boondocking opportunities over the standard campsite.
Go RVing continues to provide additional insights into today’s RV owners with the latest special report focused on millennial and Gen Z RV owners, and extension of the latest Go RVing RV Owner Demographic Profile.
These owners are among the most diverse with 42% of millennial/Gen Z owners indicating they are a part of at least one growth audience (which include Hispanic Americans, African Americans, Asian Americans and LGBTQ+). This is compared to 30% of all RV owners.
Key Demographics and RV Usage
The young family segment makes up a substantial portion of RV owners. Key demographic characteristics include:
- Age range: 62% aged 35 to 44 and 38% aged 18 to 34.
- Income: 63% have an average annual income over $75,000.
- Employment: 77% are employed full-time.
- Household: 77% live with children.
Millennial and Gen Z owners use their RVs slightly more often when compared to RV owners as a whole (32 days vs. 30 days) for a median of 30 days a year, often during vacation time, and have a high participation rate in camping (57%), fishing (45%), and swimming (43%). They also show a strong inclination towards bringing recreational equipment such as bicycles (40%), ATVs/4 Wheelers (23%) and motorcycles (22%) on their trips.
Brand Loyalty and Future Intentions
Looking ahead, 83% of millennials and 72% of Gen Z plan to purchase another RV, with a preference for new RVs (79%) and specific types like conventional travel trailers (22%), Class A motorhomes (21%) and Class C motorhomes (16%). RV brand loyalty is high among these owners, with millennial (89%) and Gen Z (91%) likely to purchase the same brand again, citing strong quality and positive experiences as key reasons.
Buying Process and Information Sources
The buying process for millennials and Gen Z is heavily influenced by digital resources, with 95% using online platforms for information. Dealership websites (38%), social media (37%) and RV sales listings (37%) are important sources, along with experiential resources like dealerships (48%) and talking to other owners (47%). Notably, 79% of these RVs are bought new, with 44% of buyers paying in cash.
Motivations and Travel Habits
The primary motivations for purchasing an RV include past camping experiences (29%), the desire for a change in travel method (27%) and the ability to go off-roading or boondocking (19%). These owners commonly travel with a spouse (82%), children under 18 (67%), and pets (26%). They enjoy a variety of campsites, with a preference for private campgrounds, state parks, and national park campgrounds.
Campsite Preferences and Activities
When it comes to camping, millennials and Gen Z seek adventure and unique experiences, with 32% of Gen Z owners using their RVs more than 90 days per year. They show a higher affinity for festival campsites (26%) and unique campsite experiences like wineries and farms (32% Gen-Z, 27% millennial). Nearly all millennial and Gen-Z RV Owners participate in at least one hobby while RVing (93% Gen-Z, 94% Millennials vs. 85% Boomers). While millennials show a higher propensity to fish while on an RV trip, Gen-Z reports higher attendance of college/professional sporting events.
Future of RV Travel
Millennials and Gen Z are enthusiastic about RV travel, with a large majority agreeing that it’s a convenient form of travel for all ages and that RVing is for everyone. Their intention to repurchase and their loyalty to brands that provide quality and positive experiences indicate a strong future for the RV industry with these younger generations.
View the millennial/Gen Z overview here.
View the full special report here (members only).
