The 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.
Digging into these intenders, the latest special report of prospective RV buyers reveals a changing landscape for the RV industry, with a wave of younger, more diverse, and tech-savvy intenders driving future demand.
According to the RV Demographic Profile of Intenders, 73% of near-term RV intenders are under age 55, and 34% live in urban areas. The segment is also becoming more multicultural, with 32% identifying as African-American, Asian-American, Hispanic or LGBTQ+. Many intenders (48%) are parents of young children seeking new ways to blend outdoor adventure with family time.
GO RVing Chief Marketing Officer Karen Redfern said, “This is not your grandfather’s RV market. Younger consumers want flexibility, convenience and memorable experiences — and RVs deliver on all of that.”
Key motivations for RV purchase, according to the profile, include a desire to explore nature, add adventure and excitement to life, and relax with the comforts of home. The study found that 65% of intenders plan to purchase a new RV, with travel trailers, Class C and Class A motorhomes leading the list of favorites.
The profile found that 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 shape purchase behavior: 25% 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.
Redfern said, “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.”
Click here for the intenders’ overview. RVIA members can click here to access the full report.
