Understanding RV Consumer and Product Trends. Chris Bornemann Senior Manager, Government Affairs January 24, 2018

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1 Understanding RV Consumer and Product Trends Chris Bornemann Senior Manager, Government Affairs January 24, 2018

2 Laurel Harkness SORP Executive Director Margaret Bailey SORP Vice President of Development SORP is the voice for advancing the outdoor recreation profession.

3 Today s Presenter Chris Bornemann RV Industry Association Senior Manager Government Affairs

4 Poll Question As it relates to RV camping in your park(s) which of the following is a primary concern: A. Can t accommodate demand/not enough RV sites B. Issues accommodating larger RVs C. Not enough funding for modernization and expansion projects

5 Mission Statement One key element of RVIA s Mission Statement is: To create a positive experience for the RV consumer January 24,

6 (Proj.) 2018 (Proj.) RV Shipments Trend, RVIA Shipments Data January 24,

7 RV Industry Economic Indicators *Interest Rates GOOD CAUTION TROUBLE *New Housing *Fuel Prices *Fuel Availability *Consumer Sentiment ***Wholesale & Retail Credit Availability *Wages & Employment **Cars & Light Truck Sales Dealer Inventories Sources: * U.S. Department of Commerce ** U.S. Department of the Treasury *** Dunn & Bradstreet **** Center for Microeconomic Data ****Consumer Debt January 24,

Sleep up to 10 RV Types and Terms Fifth-Wheel Travel Trailers Towable Spacious two-level RVs floor plans Towed with a pickup truck Sleep up to six Designed to be towed by family car, van or pickup

TRAVEL TRAILERS Conventional Travel Trailers Travel with Trailer Expandable Ends Wide Ends range pull out of floor for roomy plans sleeping and sizes Affordable Lightweight homelike Towing amenities

2%) Fifth-Wheel campers Drive Travel like the Trailers Spacious Motorized family van two-level RVs floor plans Travel Trailers - 66% ( 20%) Towed Sleep up with to a four pickup truck Sleep Living up

9%) Folding Camping Trailers 2% ( 9%) Truck Campers 1% ( 6%) MOTORHOMES Type A C Motorhomes Travel Generally Similar Trailers amenities roomiest with to of Type Expandable all As Ends Ends RVs

Commonly campers D family van Sleep up to Type C M Similar am Optional sl cab Sleep u Fifth-Wheel FOLDING Travel CAMPING Trailers TRAILERS Spacious Fold for two-level lightweight floor towing plans

8 Sleep up to 10 RV Types and Terms Fifth-Wheel Travel Trailers Towable Spacious two-level RVs floor plans Towed with a pickup truck Sleep up to six Designed to be towed by family car, van or pickup truck. Can be unhitched and left at the campsite while you explore in your auto. TRAVEL TRAILERS Conventional Travel Trailers Travel with Trailer Expandable Ends Wide Ends range pull out of floor for roomy plans sleeping and sizes Affordable Lightweight homelike Towing amenities Sleep Sleep up up to to 10 eight Affordable homelike amenities Sleep up to 10 Type B Motorhomes Commonly called van Towable RVs 88% ( 18.2%) Fifth-Wheel campers Drive Travel like the Trailers Spacious Motorized family van two-level RVs floor plans Travel Trailers - 66% ( 20%) Towed Sleep up with to a four pickup truck Sleep Living up quarters to six are accessible from the driver s area in one convenient unit. Fifth-Wheel Trailers 18% ( 16.9%) Folding Camping Trailers 2% ( 9%) Truck Campers 1% ( 6%) MOTORHOMES Type A C Motorhomes Travel Generally Similar Trailers amenities roomiest with to of Type Expandable all As Ends Ends RVs Optional pull Luxurious out sleeping for amenities roomy space sleeping over the Lightweight Sleep cab Sleep up to up six Towing to eight Sleep up to eight (2017 shipment data) Sleep up to Type B M Commonly campers D family van Sleep up to Type C M Similar am Optional sl cab Sleep u Fifth-Wheel FOLDING Travel CAMPING Trailers TRAILERS Spacious Fold for two-level lightweight floor towing plans Towed Fresh-air with experience a pickup truck with RV comfort Sleep Sleep up up to to six eight Travel TRUCK Trailers CAMPERS with Expandable Ends Ends Mount pull on out pickup for roomy bed or sleeping chassis Lightweight Go wherever Towing your truck can go Sleep Sleep up up to to eight six Type SPORT B Motorhomes UTILITY RVS Commonly called van FOLDING Available motorized campers Drive CAMPING and like the TRAILERS towable (as travel trailers or fifth-wheels). Fold Built-in family for van lightweight garage for hauling towing Fresh-air cycles, ATVs, Sleep up experience and other to four with sports RV comfort Sleep equipment up to eight Sleep up to eight Type C Motorhomes TRUCK Similar amenities CAMPERS to Type As Mount Optional sleeping pickup bed space or chassis over the Go cab wherever Sleep up your to eight truck can go Sleep up to six SPORT U Available m Built-in ga cycles, AT equipment Sleep up to FOLDING PARK MODEL CAMPING RVS TRAILERS Fold Movable for lightweight resort unit towing designed Fresh-air exclusively experience for part-time with RV recreational comfort use Sleep up to eight SPORT UTILITY RVS PARK Available MODEL motorized RVS and towable (as travel trailers or fifth-wheels). Movable Built-in garage resort unit for hauling designed exclusively cycles, ATVs, for and part-time other recreational sports use equipment Sleep up to eight January 24, TRUCK CAMPERS Mount on pickup bed or chassis

9 RV Types and Terms Motorized RVs Living quarters are accessible from the driver s area in one convenient unit. MOTORHOMES Type A Motorhomes Generally roomiest of all RVs Luxurious amenities Sleep up to six Type B Motorhomes Commonly called van campers Drive like the family van Sleep up to four Motorhomes currently represent 13% of the RVs shipped in 2017 Type A - 88% 2.3% ( 2.3%) Type B - 66% ( 32%) Type C - 18% ( 22%) (2017 shipment data) Type C Motorhomes Similar amenities to Type As Optional sleeping space over the cab Sleep up to eight SPORT UTILITY RVS Available motorized and towable (as travel trailers or fifth-wheels). Built-in garage for hauling cycles, ATVs, and other sports equipment January 24,

10 RV Ownership Type A motor home Type B motor home Type C motor home Conventional travel trailer Fifth-wheel travel trailer Folding camping trailer Truck Camper Park Model RV Other 14% 9% 9% 14% 10% 6% 12% 4% 22% March 13,

11 89% of consumers purchase RVs for camping January 24,

12 Campground Modernization & Expansion January 24,

13 What do Modern RVers want in a Campground?

14 Help Facilitate the Adventure Amenities! Strong Wi-Fi Millennials/Gen-X/Baby Boomers/Mobile Professionals 50 AMP Service Site-specific Electric, Water, and Sewer hook-ups Improved Dump Stations January 24,

15 Is there an app for that? January 24,

Recreational opportunities such as zip lines, guided rock climbing tours, ATV courses, watersports and

16 Help Facilitate the Adventure Improved bathing facilities with hot showers, sinks, and flush toilets Camp stores to purchase essentials and restock necessary supplies before their next journey Recreational opportunities such as zip lines, guided rock climbing tours, ATV courses, watersports and boat, fishing gear or bike rentals RV storage areas near campsites for those who return often January 24,

17 Help Facilitate the Adventure More RV accessible sites Pull-through RV campsites Group camping sites Destination camping sites January 24,

18 RVs are Growing!

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27 Park Model RVs January 24,

28 Park Model RVs January 24,

29 Park Model RVs January 24,

30 Park Model RVs January 24,

31 RVIA Resources

NFPA 1194 This Standard provides the minimum construction requirements for safety and health for occupants using facilities supplied by recreational vehicle parks and

32 NFPA 1194 This Standard provides the minimum construction requirements for safety and health for occupants using facilities supplied by recreational vehicle parks and campgrounds offering temporary living sites for use by recreational vehicles, recreational park trailers, and other camping units. -> Store January 24,

33 NFPA 1194 January 24,

34 NFPA 1194 January 24,

35 NFPA 1194 January 24,

36 First ever economic impact study of the entire RV industry was completed in January 24,

37 January 24,

38 January 24,

39 January 24,

40 Additional Resources RV Quarterly Forecast (RV RoadSigns) Business Indicators RV Ownership Trends Vacation Costs RV Travel Forecast Marketing to RV Travelers RV Perceptions & Purchase Motivators Study Annual Report January 24,

41 The Go RVing Nielsen Study

42 Consumer feedback gathered to identify the effective marketing strategies January 24,

43 5 trips per year 14 days, 3,000 miles Typically use their RV for camping trips at a variety of destinations March 13,

44 March 13,

45 Active Family Adventurers Highest opportunity Likely to have rented a camper/trailer or cabin in past 2 years Children have a lot of influence on leisure trip decisions Most active March 13,

46 Nature Lovers Most likely to consider RV rental within a campground High likelihood to have gone tent camping or rented a cabin in the past two years Natural beauty/lesser known destinations, outdoor sports/recreation High usage of travel-related apps March 13,

47 Kid-Free Adult Adventurers Moderate opportunity segment Learning opportunities, romantic getaways, lesser known destinations, visiting family, spending time in nature, attending sporting events March 13,

Tech savvy Social techies Tech novices Online Above Average Above Average Below Average Television Average Below

48 Active Family Adventurers Nature Lovers Kid-Free Adult Adventurers Travel & Leisure Domestic travelers Family-Focused Independent travelers Environmentally Conscious Traditional travelers Environmentally Conscious Electronics & Tech Tech savvy Social techies Tech novices Online Above Average Above Average Below Average Television Average Below Average Above Average Radio Average Above Average Above Average Print Above Average Above Average Average January 24,

49 Visit RVIA.org for the executive summary of the Go RVing Nielsen Study January 24,

50 2017 and Beyond Combined, the three segments identified in the Nielsen study represent 40% of the total US population The data was utilized in determining the $17MM, 2017 Media Strategy focusing on: Millennials/Gen Xers Hispanic and African American consumers Active Outdoor Adventurers January 24,

51 Reaching New Consumers Increased awareness across digital and social media channels 105Mill total impressions 763K total followers 9% Instagram engagement 183% Blog site visits 143% Facebook video views 5,113% January 24,

52 Future Ready Preview READY TO BUY INCLUSIVE DISRUPTIVE EXPERIENTIAL

53 Ready to Buy Millennials (ages 21-37) now surpass the Boomers in numbers 53% of Millennials (44M) are interested in buying an RV 26% or 21M call themselves highly-likely buyers!!! More than half (55%) wish they had one! January 24,

54 Inclusive By 2040, minorities will be the majority Millennials are highly diverse, 44% are non-white (Boomers are 81% white.) 45% are urban dwellers 33% live in suburban areas 22% from rural regions January 24,

55 Experiential Prefer to be associated with the creation of culture Never forget that we are in the meaningful experience business We sell meaningful experiences, exciting adventures and memories that last a lifetime January 24,

56 Are you Future Ready? January 24,

57 Are you Future Ready? January 24,

58 Are you Future Ready? January 24,

59 Are you Future Ready? January 24,

Recap: How Can RVIA Help you Down the Road? RVs Move America Economic Impact Study RVsMoveAmerica.org Research on RV Industry, Next Generation of RVer and Future Trends Social Media Campaign www.

60 Recap: How Can RVIA Help you Down the Road? RVs Move America Economic Impact Study RVsMoveAmerica.org Research on RV Industry, Next Generation of RVer and Future Trends Social Media Campaign NFPA 1194 Campground Standard Best Practices Attend the National RV Trade Show for FREE See the Latest and Greatest Products and Network with RV Industry Stakeholders Utilize RVIA as a partner when working on campground modernization and expansion projects

61 2018 National Outdoor Recreation Conference Burlington, Vermont April 23-26, 2018 Outdoor Recreation Planning now available in print and as an ebook at sagamorepub.com To promote, advance, and serve outdoor recreation professionals in research, planning, management, and policy development.

62 Thank you! Watch for a follow up and survey about this webinar. Check out the SORP website ( for more outdoor recreation technical resources. Join us for Webinar 3: Best Practices in Cabin, Glamping, and Bike Camping February 14, 2018, 11a.m. PST Questions about SORP? Contact Administrator@RecPro.org

Understanding RV Consumer and Product Trends

Understanding RV Consumer and Product Trends September 18, 2018 Michael Ochs Director of Government Affairs One key element of RVIA s Mission Statement is: To create a positive experience for the RV consumer