Go RVing tracks and reports on emerging travel and consumer behavior trends in RV Industry Association newsletters, providing actionable opportunities for brands to integrate into their marketing campaigns. One of August’s travel trends focuses on happiness and wellness.
Happiness is the highest form of health
Wellness, especially mental well-being, is no longer a niche — it’s influencing how consumers choose when, where and how to travel and spend their free time and hard-earned dollars.
Two emerging trends point to a broader shift in consumer priorities: more men are actively seeking travel that supports their physical and mental well-being, while travelers of all ages increasingly want environments that help them feel healthier, calmer and more connected.
RV travel delivers on both.
Why it matters: Instead of marketing RVs as vehicles or vacation homes, position them as spaces that help people recharge, reconnect and live well. The brands that connect product features to emotional and wellness benefits will resonate most with today’s consumers.
Trends To Note:
- Growing Exploration of Wellness Travel for Men: According to the Global Wellness Institute, studies indicate that “more men are recognizing the importance of and investing in their holistic well-being. The trends show that men are gravitating more towards travel focused on executive health checks, adventure and fitness but are now also exploring mindfulness, breathwork and meditation retreats to reduce stress and reconnect with themselves.”
- Marketing tactics:
- Feature male-focused influencer and brand ambassador content showing RV trips centered around hiking, fishing, mountain biking, campfire/outdoor cooking or taking an RV road trip with their friends.
- Publish blog and newsletter content focused on trips and activities that your male brand ambassadors have found to be energizing and stress-reducing.
- Pitch men’s lifestyle and wellness media stories and testimonials from your male brand ambassadors and customers on how RVing has boosted their wellness protocols.
- Marketing tactics:
- The Well-being Address: With studies that show “60% of all consumers cited health and wellness as the number one reason they desire certain home features, up 17% from two years prior,” the Global Wellness Institute states that consumers “are no longer satisfied with spaces that simply shelter. They want environments that actively support their health, well-being and longevity.”
- Marketing tactics:
- Show how RVs create space for better sleep, routines, fresh air, shared meals, relaxation, movement and time outdoors — all things the customer has control over in their own RV.
- Create blogs and short-form videos highlighting wellness-focused RV routines such as morning coffee outside, yoga at the campsite, healthy campfire meals or screen-free evenings under the stars.
- Pro golfer Justin Rose recently gave a tour for Golf.com of his recovery secret weapon: His RV.
- Marketing tactics:
