Go RVing said the RV industry faced a rapidly evolving consumer landscape.
As the median age of RV owners continued to shift younger and the motivations for travel became more centered on emotional connection and flexibility, Go RVing said it leaned into a strategy of precision and presence.
Financially, the coalition finished 2025 with $19,564,971 in revenue and $19,438,667 in expenses.
Throughout the year, a Go RVing spokesperson said, its efforts were defined by a single guiding principle: meeting consumers exactly where they are.
“By delivering targeted, relevant messaging that resonated with curious newcomers,” a spokesperson said, “Go RVing successfully sparked a renewed interest in the lifestyle and paved the way for the next generation of entrants into the industry.”
The cornerstone of Go RVing’s 2025 marketing strategy was the launch of the “Just Beyond Your Door” campaign in May, which the organization said built on the momentum of the award-winning “Don’t Go There” campaign.
The profile shows the median number of days an RV is used per year has increased to 30, a 50% increase over the 20 days reported in the 2021 study.
When it comes to buying an RV, 71% of consumers opt for new models, and 94% of purchases are made in person. When it comes to financing, 45% of owners pay in cash, 27% utilize dealer financing and 20% use private financing.
Go RVing said nothing converts a dreamer into a consumer like stepping inside an RV.
With that in mind, the coalition significantly expanded its experiential marketing by hosting 15 high-impact events across the country in 2025.
“These weren’t industry shows; they were strategic placements at state fairs, music festivals and outdoor sporting events,” a Go RVing spokesperson said, “locations where our target demographics were already gathered, but not expecting to see RVs.”
The 2025 RV Owner Demographic Profile revealed the median owner age has dropped to 49 years old.
Of the 121.6 million U.S. vehicle-owning households, 8.1 million own an RV, according to the profile. An additional 16.9 million expressed a clear intent to purchase an RV in the near future.
Go RVing 2025 Expenses:
- Advertising Campaign and Market Expansion = $16,143,655
- Creative Production = $1,264,993
- Professional Services = $1, 130,493
- Operating Expenses = $354, 841
- Website = $491,177
- Total = $19,438,667
The coalition said it is prepped and ready for an eventful 2026. The launch of the year-long RV-2-50 earned media effort began in late 2025.
Go RVing said by aligning the RV lifestyle with a national milestone, it is ensuring that the industry remains at the forefront of the American travel conversation.
“The accomplishments of Go RVing in 2025 reflect an industry that is proactive, data-informed and deeply in tune with its audience,” a spokesperson said. “By evolving our creative narrative, physical presence and community outreach, we have not only met consumers where they are but have given them a compelling reason to move forward into the world of RVing.”
