Winnebago Industries’ third annual spotlight survey* shows that Americans increasingly look to the outdoors and road trips to improve mental health and remove themselves from the rising costs of flights, lodging and car rentals.
In 2022, 82 percent of Americans responded that they participated in outdoor activities, including camping and hiking, at a location away from home, boating or visiting a state or national park, an increase from 60 percent in 2020 and 79 percent in 2021. The trend is forecasted to continue through 2023, as 97 percent of Americans responded that they plan to engage in outdoor activities this year, an increase from 95 percent in 2022.
According to Winnebago Industries survey, Gen Z were more likely to increase their outdoor activities in 2023 than Gen X and Baby Boomer demographic. Surveyed respondents said participation drivers included reducing stress, 52 percent, up 3 percent from 2022 and increasing outdoor activity to improve health and well-being, 47 percent, up from 42 percent in 2022. Additionally, 26 percent of respondents believe they will increase their outdoor activity to reduce expenses and save money, a 9 percent increase from 17 percent in 2022.
“It’s clear that interest in activities like camping, boating and hiking continue to rise as more people become exposed to them and experience the benefits of spending more time outside,” said Michael Happe, president and CEO of Winnebago Industries. “The outdoors is a place to find health and happiness and to create cherished memories with family and friends. We see a certain ‘stickiness’ to those experiences from people of all ages and demographics, which is encouraging to the future of the outdoor recreation industry.”
According to the survey, almost two-thirds (63 percent) of respondents considered using an RV for a vacation rather than air travel. Over two-thirds (70 percent) of respondents considered using an RV for travel rather than flying, staying in a hotel and renting a car. In 2023, 19 percent of respondents said they would rent an RV for transport on summer vacation, an increase of 6 points from 2022 (13 percent).
The rising cost and hassles of air travel have increased RV interest. Over half (55 percent) of respondents in Winnebago’s survey indicated that the price of airline tickets had decreased their desire to travel by air this summer. Other reasons included flight cancellations, busy airports, hidden fees, and long security lines.
Shorter driving distances remain a popular vacation choice, with 49 percent of respondents saying they would drive less than 200 miles.
“Hitting the road in an RV for a summer vacation is a timeless American tradition,” said Amber Holm, chief marketing officer for Winnebago Industries. “We are seeing that vacationers are opting to travel shorter distances via roads rather than by plane as they look to find the freedom, connection and personal growth opportunities the outdoors can provide.”
*Winnebago Industries’ third annual spotlight survey was taken in May 2023 with 1,009 general population adults (18+ years old).
Photo courtesy Winnebago
