Data-Enabled Segmentation in the RV Sector
While the pandemic dealt a devastating blow to most of the travel industry, the recreational vehicle (RV) sector has been flourishing. In North America alone, more than 470,000 recreational vehicles were sold last year. The global RV market surpassed US$ 55 billion in 2020 – and its growth is not predicted to taper off anytime soon. The latest report from Global Market Insights Inc. reveals the sector's market valuation is expected to surpass US$ 125 billion by 2027.
A Shift in Road-Trippers’ Demographics
Pre-pandemic, the stereotypical RV traveler was a baby boomer retiree – today, this picture has been steadily changing. Currently, most campers belong to a younger, more diverse demographic. For the first time, the majority of RV owners are under 55 years of age. Among the 11.2 million U.S. households that own an RV, 5.5 million are 55 or older – while 5.7 are under 54. What is more, those who fall between the ages of 18-34 now makeup 22% of the market.
In order to effectively sell prospects the RV experience they are looking for, RV and campground businesses must segment their audience. As there is a wide variety of age groups interested in RV camping, personalized marketing content can make or break a conversion – and choosing the right RV imagery plays a large role.
Selling the Right Experience
The Class A vehicle is perfectly suited for families and those embarking on longer trips. This motorhome offers spacious accommodations and the most luxurious amenities. However, Class As are not the best option for first-time RV campers, as they can be tricky to steer and navigate due to their size.
A truck camper is best suited for the thrill-seeker and seems to be more popular among younger generations. This RV is extremely compact, it can be mounted onto the cargo bed of a truck and has the advantage of being able to go anywhere a pickup truck can. Many adventurous individuals choose truck campers because of their versatility. Truck campers provide road-trippers more options, as they are able to wade through dirt roads or even sandy beaches.
A millennial favorite, the Class B campervan, has seen an exceptional increase in sales among the demographic. Class B motorhomes – also known as sprinter vans – typically offer design and structure over luxury. This RV incorporates smart living in every aspect of its space and is ideal for those who prefer to travel light. Class B RVs are best suited for two people and for shorter excursions.
Salesforce can accurately segment targeted audiences, allowing RV accommodation providers to learn about would-be campers, their interests, online habits, and more. To add, RV and camping businesses can send prospects the perfect messages, in the right tone, at the right time. For instance, advertising free Wi-Fi to a 60-year-old RVer may not be as effective as a free firewood promotion would be.
In addition, Salesforce can target prospective campers with profiles similar to existing loyal campers, knowing they are likely to enjoy the same experiences. Once an RV business has a sufficient amount of data about campers who return to the same resort, Salesforce can recruit others with similar characteristics through email campaigns and advertisements. This strategy allows RV businesses and campgrounds to build camper loyalty by default, converting prospects who will likely provide repeat business.
Gerent has been helping businesses in the travel sector design and implement Salesforce solutions for over a decade. We have a thorough understanding of the RV sector as a whole and would be happy to assist you with your unique situation. To strike up a conversation with an expert, contact us today!