The RV Industry Association (RVIA) is reporting that its recently published Go RVing RV Owner Demographic Profile identified 16.9 million Americans who have a significant interest in purchasing an RV in the next five years.
Diving deeper into these “intenders” as the RVIA refers to them, the report of prospective RV buyers reportedly reveals a changing landscape for the RV industry as a wave of younger, more diverse, and tech-savvy intenders could drive future demand for the RV market.
According to the RV Demographic Profile of Intenders, 73 percent of near-term RV intenders are under age 55, and 34 percent live in urban areas. The segment is also becoming more multicultural, with 32 percent identifying as African-American, Asian-American, Hispanic, or LGBTQ+. Many intenders (48 percent) are parents of young children, seeking new ways to blend outdoor adventure with family time.
“This is not your grandfather’s RV market,” said Go RVing Chief Marketing Officer Karen Redfern. “Younger consumers want flexibility, convenience, and memorable experiences — and RVs deliver on all of that.”
Key motivations for RV purchase include a desire to explore nature, add adventure and excitement to life, and relax with the comforts of home. The study found that 65 percent of intenders plan to purchase a new RV, with travel trailers, Class C, and Class A motorhomes leading the list of favorites.
However, the path to purchase is evolving. Intenders are highly digital, relying on social media, YouTube, and online listings more than traditional dealership visits. Many are cautious buyers, concerned about costs and seeking education on RV types and ownership.
Importantly, RV rental experiences are shaping purchase behavior: 25 percent of intenders have rented RVs, and these experiences strongly influence their buying decisions on type, brand, and timing.
The research identified five unique RV intender segments, from young families building memories to hobby-focused couples and retirees seeking simple travel— each with its own motivations and purchase patterns:
- Nostalgic Nurturers – Families recreating childhood RV memories
- Flickering Families – Young families discovering RVs through friends
- Eager Explorers – Hobby-focused couples seeking outdoor adventure
- Rustic Relaxers – Nearing-retirement buyers seeking comfort and simplicity
- Smoldering Sparks – New to RVing, high interest but needing more education
“With this valuable insight, the RV industry has a tremendous opportunity to connect with the next generation of buyers and help them turn their RV dreams into reality,” added Redfern.
