EXCLUSIVE: Go RVing Director Discusses New Report Trends

A picture of a screenshot of Go RVing's April Trends Report graphic

Trends in the travel industry, consumer mindsets and the “direction the world is moving” are being unveiled in Go RVing’s new monthly trend reports, dubbed the Marketing Minute.

Go RVing’s goal is to provide insight on relevant trends that “in every aspect, could somehow have an impact on an RV,” said Courtney Bias, the company’s director of strategic marketing and communications. In April, the newsletter focused on the post-pandemic travel boom, remote working and consumers’ perceptions of corporate care.

“We are looking at what could be affecting our members and putting them first,” Bias said. “In the short-term and long-term, these are things we should be thinking about.”

This month’s Marketing Minute included data revealing 70 percent of surveyed travelers planning domestic trips May through August, and found “best place to travel” searches increased 32 percent compared with last year.

“People are ready to hit the road and are actively looking for suggestions,” Go RVing stated in its report. “Guidance for RV destinations, specifically beach destinations, is a popular topic.”

Bias said Go RVing commissioned creative agency FCB-Chicago, the company’s agency of record last year, to look at “worlds of data” from different sources that could impact the RV industry. The business is credited for the new Marketing Minute infographic – one that first is unveiled to the Go RVing board as a sneak-peek, Bias said, then published for the industry.

“It is a great partnership that is bringing in so much data,” Bias said of the FCB-Chicago agreement. “They may have automotive industry clients, and are working with brands to see how those [trends] affect us, too.”

In regard to the remote work shift, Go RVing reported as much as 30 percent of the U.S. workforce will be working from home “several days a week” by 2021’s end. Ninety-six percent of employees desire some form of remote work environment, the report stated.

“In order to accommodate the growing numbers in the remote workforce, campgrounds, communities and RVs need to upgrade their amenities to reliable Wi-Fi, mobile meeting spaces and easy-to-access business centers,” Go RVing stated.

Bias said the Marketing Minute is timing its report with events such as Earth Day on April 22, where information surrounding sustainable brands and environmental awareness can be highlighted.

“We are looking at sustainable brands and how important they are to people,” Bias said. “What do manufacturers and suppliers think about when thinking about the future? They might not be impacted tomorrow, but could be in 2021 and beyond.”

The report found 72 percent of people considering buying an RV prefer sustainable brands, and 70 percent are expressing more awareness of how human activity can negatively affect the climate.

“As travelers become more eco-conscious, it is important to highlight the industry eco-friendly innovations and new, green product offerings,” Go RVing stated.

Eighty-seven percent of people are leaning toward environmentally-conscious companies more than ever before, the report stated.

“All of these things could impact how OEMs and suppliers think about new models, features and products,” said Sarah Neely, Go RVing’s senior manager of strategic marketing and data analytics.

Bias noted Go RVing’s focus on “high-value audiences” and targeting the right people when the company started its work with FCB-Chicago.

“People are ripe to buy, so how do we reach them?” Bias said. “If we look at 2020, there were harsh job losses. There is a lot of recovery this year still, especially for people who are missing out on flying to that Europe vacation or African safari. They are exploring everything there is to offer.”

Looking forward, Bias said sourcing information from agencies such as FCB is a top priority, although Go RVing could be looking into conducting house research in the future.

Bias noted “Clubhouse,” an app which was highlighted in April’s Marketing Minute. The app is a place where experts, celebrities and enthusiasts are coming together to discuss different topics, including travel.

“It is pretty exclusive – I am on the waiting list to get in,” Bias said. “I hope we can make an impact there, talk about Go RVing and RVing being a great option for travel.”

Clubhouse app searches are up 3,250 percent since Jan. 1, the report found. Bias said the forum is a place where local businesses can “help each other out” by sharing resources and information.

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