Editor’s Note: This is Part 7 of the eight-part “Key RV Industry Trends & Predictions for 2026.” For the main page with links to all eight parts, click here.
Have customer expectations or demands changed in the last year, and if yes, how so?
Trey Miller, vice president of marketing, Jayco: I feel that customers are demanding higher quality products. Dealers and retail consumers are no longer satisfied with average; they are looking for an elevated experience. All segments of the industry must raise the bar and ensure quality is consistently better and better across the board. RECT [repair event cycle time] should be top of mind when making decisions and should consistently be measured to ensure we are improving.
Jeffrey Hunter, chairman/CEO of STO Holdings and Storyteller Overland: Our industry (from the highest ranks to the entry levels) continues to proliferate new brands and flood all of its channels with too many undifferentiated products that do next to nothing to provide consumers with real choice or any type of truly elevated experiences. From our vantage point, we see customers increasingly fine-tuning their BS detectors and seeing right through all the noise and clutter and moving toward authenticity and true value (regardless of their individual price sensitivity). People are doing their own research and spot polling their communities across all their channels to discern which businesses and brands are actually capable of consistently crafting and delivering quality products, and which ones are fully committed to keeping their promises to create exceptional experiences for their existing and future customers. These considerations have always been at the heart of what drives Storyteller, so we feel that this ongoing level up of customer expectations will ultimately serve the industry well, provided that we all continue to listen, learn, grow and improve accordingly.
Jason Nierman, chief revenue officer, Rollick: RV shopper expectations have continued to rise, especially around transparency and convenience. Consumers now expect clearer pricing, easier ways to validate payments and trade values, and the ability to start the purchase process online. This shift is pushing more RV buyers deeper into digital research before they ever contact a dealer. At the same time, shoppers want faster, more personalized follow-up once they do submit a lead. Dealers using tools like RollickEngage and RollickNurture (our lead nurture product) are meeting this demand by capturing richer first-party data and signaling true buying intent, which helps sales teams respond with relevance rather than generic outreach. Overall, the modern RV shopper is more informed, more digitally driven and less patient with friction — and that’s reshaping how successful dealers approach lead capture, engagement and the early stages of the deal.
Juan Tejeda, CEO, PPL Motor Homes: Yes, customer expectations have evolved meaningfully over the past year. Today’s buyers are more informed and intentional, expecting transparency, speed and personalized guidance at every step of the process. Many are beginning their journey online, so digital convenience and education now play a greater role in building trust. At the same time, customers are seeking value and reassurance in an environment of higher costs. They want to feel confident that they are partnering with a company that genuinely cares about their experience.
Stacey Harris, head of service and retail sales, Truma North America: Two expectations don’t appear to change much year over year: Customers expect quality products, and they want the most value for their money. This year, we have seen companies get creative and make hard decisions with fewer resources to continue meeting those expectations.
Earl Hunter Jr., founder and president, The Unity Folks: Of course, the demand shift didn’t start yesterday, it started back in 2019. RV sales were already slowing, and the industry was headed toward a downturn. Then COVID-19 hit, and it gave the RV industry an unexpected bounce back. Let’s be honest: if it weren’t for COVID, many RV manufacturers and dealers would not be in business today. The pandemic created a temporary surge, not a long-term solution. Now that the dust has settled, the industry is right back where it was pre-COVID — struggling to attract emerging demographics and nontraditional consumers because it has never understood their why. And until that changes, true growth isn’t possible. Consumers and travelers are smarter than ever. They demand quality and service above everything else. Today’s buyers want transparency — they want to see and hear real reviews about product quality, customer service and the overall experience. Those reviews will continue to shape the RV industry in powerful ways … both good and bad. If the industry delivers quality and service, consumers will amplify it. If it doesn’t, they’ll amplify that too. This is why inviting, welcoming and truly serving all consumers, especially emerging and nontraditional demographics, isn’t optional anymore. It’s essential for long-term growth and credibility.
Find more answers on this topic on RV PRO’s website at rv-pro.com/tag/state-of-the-industry.
