2025 RV Travel Trends, Part 2 of 2: Marketing Strategies to Grow Sales

In our previous article on 2025 RV trends, Watauga Group has been exploring RV trends for 2025 and how RV marketers should adapt. Based on RVshare’s 2025 RV Trend Report, we’ll highlight a few trends we haven’t yet covered.

Travelers are increasingly focusing on passions and hobbies rather than destinations, splurging on vacations and traveling farther. Inspiration now comes from various sources, and many are working remotely while on the road. New technology is also influencing trip planning. These trends suggest that RV dealers and manufacturers may need to reassess their marketing approaches to align with how consumers research and plan their travels.

Passion-Driven Travel: RVshare’s new report reveals that travelers are planning their travel differently, from being solely about a destination and what it has to offer to being more about the experience, with the location being secondary. A prime example cited in the report is how millions of “Swiftie’s” across the world have centered their travel plans around tour dates for Taylor Swift’s most recent Eras Tour, prioritizing the concert over the location. Nearly all (94%) travelers are open to basing their travel plans around their passions or hobbies and willing to travel extensively for the experience.

While the overall trend is that people are focusing their travel plans more around their passions and hobbies, those passions can vary greatly due to the age of the person. 73% of Gen Z respondents are willing to plan around culinary experiences, compared to 49% of Boomers. 43% of both Gen Z and Millennial respondents are more likely to plan a trip around their favorite movie or show, but only 15% of Boomers would plan that kind of trip. Millennials are more likely than the other generations to plan a trip around music, sports, shopping or wellness, while Boomers favor historical . Understanding your target audience’s interests is key, and syndicated research can help provide some of those valuable insights.

Going the Extra Mile: Travelers are not only willing to splurge on their passions but also travel farther to pursue them. RVshare’s report showed that 33% would travel regionally (100- 500 miles) and 37% would be willing to travel cross-country (over 500 miles). This presents an opportunity for RV dealers and manufacturers to highlight how RVs make long-distance travel more comfortable and reliable

•  Marketing Considerations:
  • Target digital media to interest-driven travelers, emphasizing how RV’s enhance their comfort during long trips. Here are some examples of some media channels you might test out to see what performs best:
    • Programmatic display/ video – Building a targeted plan around how these consumers behave online, ads can run next to content related to their passions.
    • Social – Much of the content around their passions and hobbies can be found on social platforms, such as Instagram or Reddit. Knowing the platforms that your audience is more likely going to engage with and providing targeted ads in these spaces can help you build your brand awareness.
  • Create content on your website and social channels (i.e. Facebook, YouTube, Instagram) to show how your RV can support their travel plans.
     Already have content on your website? Retargeting campaigns can remind visitors of their previous interest in your product.
    • Timing is important, as travelers plan trips around events. As noted above with the Swiftie example, travelers attending concerts plan their entire vacation around the concert. For example, offering RV delivery for concert-goers or tailgaters at the right time can attract interest.
  • Consider geography when targeting ads – travelers willing to go far may not mind purchasing from distant dealerships. They may even turn their trip to the dealership into a vacation!

Working From the Road: Travelers are planning longer trips and spending more, thanks partly to the rise in remote work, a trend accelerated by the Covid-19 pandemic. RVs offer a comfortable and convenient option for working remotely while enabling travelers to enjoy experiences during non-working hours. According to RVshare, nearly 80% of remote workers plan to work on their next vacation, and 53% of those unable to work remotely admit they might still sneak in a working vacation. While 69% see working while traveling as a way to extend PTO, 31% avoid it due to potential complications with their employer.

Trip Inspo: Understanding travelers’ motivations and influences can help you target them more effectively. Travel inspiration often varies by age group. Word-of-mouth remains a significant source, with 71% of Boomers, 61% of Gen X, and 55% of Millennials influenced by family and friends. Millennials and Gen Z also draw inspiration from personal passions, with 58% of Gen Z relying on social media for travel ideas.

Emerging tools like AI are reshaping travel planning, with 76% of Americans expressing interest in using AI-based platforms like ChatGPT or Gemini, a 14-point increase from last year. Currently, 30% of travelers have used AI, led by Millennials (48%), followed by Gen Z (35%), Gen X (25%), and Boomers (10%). However, 25% of respondents want to try AI tools, but lack guidance and understanding on how they work.

• Marketing Considerations:
  • Tailor campaigns to generational preferences:
    • Boomers – Emphasize word-of-mouth through testimonials and referrals.
    • Gen X – Combine word-of-mouth tactics with the use of digital content.
    • Millennials & Gen Z – Focus on visual, passion-driven content on platforms like Instagram and TikTok. Partner with influencers and leverage user-generated content.
  • Embrace AI to stay competitive. Offer tutorials or webinars to educate consumers on AI travel planning tools. Incorporate AI-driven features on your website to attract tech-savvy Millennials and Gen Z.