Understanding RV Consumer and Product Trends - September 18, 2018 Michael Ochs Director of Government Affairs - AIANTA
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Understanding RV Consumer
and Product Trends
September 18, 2018
Michael Ochs
Director of Government Affairs
One key element of RVIA’s Mission Statement is:
To create a positive
experience for the RV
consumer
100
200
300
400
500
600
0
1980 106.9
133.6
1982 140.6
196.6
1984 215.7
186.9
1986 189.9
211.7
1988 215.8
187.9
1990 173.1
163.1
1992 203.4
227.8
1994 259.5
247.2
1996 247.5
254.5
1998 292.7
321.2
2000 300.1
256.8
2002 311
320.8
2004 370.1
384.4
RVIA Shipments Data
2006 390.5
353.5
2008 237
165.6
2010 242.3
252.3
2012 285.8
321.2
2014 356.8
374.2
2016 430.6
RV Shipments Trend, 1980-2017
504.6
2018 (Proj.) 505.9
497.1
The RV Business Holding Strong
60,000
• 2017: Best comparable performance
since 1980
50,000
40,000 • Average annual compounded growth
rate of 10%+ since 2010
30,000
20,000 • RV inventory reducing due to strong
reported sales.
10,000
0 • Production capacity is improving
• RV mobility is growing as a consumer
2017 2018
lifestyle choice
RV Industry Economic Indicators - 2018
GOOD CAUTION TROUBLE
*Interest Rates
*New Private Housing Starts
*Fuel Prices
*Fuel Availability
*Consumer Sentiment
***Wholesale & Retail Credit Availability
*Wages & Employment
**Cars & Light Truck Sales
Dealer Inventories
****Consumer Debt
Sources:
* U.S. Department of Commerce
** U.S. Department of the
Treasury
*** Dunn & Bradstreet
**** Center for Microeconomic Data
Towable RVs Towable RVsRVs
Motorized Motorized RVs
Designed to be towed by family car, van or pickup truck. Can be unhitched Living quarters are accessible
Designed to be towed by family from the driver’s
car, van or pickuparea in one
truck. Canconvenient unit.
be unhitched Living quarters are accessible from the driv
and left at the campsite while you explore in your auto.
and left at the campsite while you explore in your auto.
MOTORHOMES MOTORHOMES
TRAVEL TRAILERS Type A Motorhomes
TRAVEL TRAILERS Type A Motorhomes
Conventional Travel Trailer Generally roomiest
Conventional TravelofTrailer
all Generally roomiest of all
Wide range of floor plans and sizes RVs Luxurious amenities
Wide range of floor plans and sizes RVs Luxurious amenities
Affordable homelike amenities Sleep up tohomelike
Affordable six amenities Sleep up to six
Sleep up to 10
Sleep up to 10
RV Types and Terms Type B Motorhomes
Commonly called van
Type B Motorhomes
Fifth-Wheel Travel Trailers Towable RVs – ↑18.2%
Fifth-Wheel
campers Drive Travel Trailers
like the
Commonly called van
Towable RVs
Spacious two-level floor plans
Spacious two-level floor plans campers Drive like the
Towed with a pickup truck Travel Trailers - ↑20%
Motorized
family
Towed
van
with
Sleep up to afour
RVs
pickup truck family van
Sleep up to six Sleep up to four
Designed to be towed by family car, van or pickup truck. Can be unhitched
and left at the campsite while you explore in your auto.
Fifth-Wheel Trailers – ↑16.9%
Sleep up to six
Living quarters are accessible from the driver’s area in one convenient unit.
Folding Camping Trailers – ↓9%
MOTORHOMES
TRAVEL TRAILERS
Travel Trailers with Expandable Ends
Conventional Travel Trailer
Type
TypeCAMotorhomes
Truck
Similar
Travel
Motorhomes
Campers
amenities
Trailers
Generally to Type
with
roomiest all As
Expandable
of
–Ends
↑ 6% Type C Motorhomes
Ends pull out for roomy sleeping Similar amenities to Type As
Wide range of floor plans and sizes
Lightweight Towing
Optional
Ends
RVspull sleeping
out for roomy
Luxurious amenities(2017
spacesleeping
over the shipment data) Optional sleeping space over the
Affordable homelike amenities cab Sleep
up up
Lightweight
Sleep to eight
toTowing
six
Sleep up to eight cab Sleep up to eight
Sleep up to 10 Sleep up to eight
Type B UTILITY
SPORT Motorhomes RVS
FOLDING CAMPING TRAILERS SPORT UTILITY RVS
Commonly
Available
FOLDING called van
motorized
CAMPING andTRAILERS
towable (as travel trailers or fifth-wheels).
Fifth-Wheel Travel Trailers Available motorized and towable (as tra
Fold for lightweight towing campers
Built-in Drivefor
garage likehauling
the
Spacious two-level floor plans Fold for lightweight towing Built-in garage for hauling
Fresh-air experience with RV comfort family van
cycles, ATVs, and other
Towed with a pickup truck Fresh-air experience with sports
RV comfort cycles, ATVs, and other sports
Sleep up to eight Sleep
Sleep up to six Sleep upup
equipmentto to four
eight equipment
Sleep up to eight
Sleep up to eight
TRUCK CAMPERS Type C Motorhomes
Travel Trailers TRUCK CAMPERS
Mount on pickupwith Expandable
bed or chassis Ends Similar amenities to Type As
Ends pull out your
for roomy sleeping Mount on pickup bed or chassis
Go wherever truck can go Optional sleeping space over the
Lightweight Towing Go wherever your truck can go
Sleep up to six cab Sleep up to eight
Sleep up to eight Sleep up to six
PARK MODEL RVS SPORT UTILITY RVS
FOLDING CAMPING TRAILERS PARK MODEL
Available RVS and towable (as travel trailers or fifth-wheels).
motorized
Movable resort unit designed
Fold for lightweight towing Movable
Built-inresort
garageunit
fordesigned
hauling
exclusively
Fresh-air for part-time
experience withrecreational
RV comfortuse exclusively
cycles, ATVs, and otherrecreational
for part-time sports use
Sleep up to eight equipment
Sleep up to eight
TRUCK CAMPERS
Mount on pickup bed or chassis
Go wherever your truck can go
Sleep up to six
RV Types and Terms
Motorized RVs
ruck. Can be unhitched Living quarters are accessible from the driver’s area in one convenient unit.
uto.
MOTORHOMES
Type A Motorhomes
Generally roomiest of all
RVs Luxurious amenities Motorhomes currently represent
Sleep up to six
13% of the RVs shipped in 2017
Type B Motorhomes Type A - ↑2.3%
Commonly called van Type B - ↑32%
campers Drive like the
family van Type C - ↑22%
Sleep up to four (2017 shipment data)
Type C Motorhomes
Similar amenities to Type As
Optional sleeping space over the
cab Sleep up to eight
SPORT UTILITY RVS
Available motorized and towable (as travel trailers or fifth-wheels).
Built-in garage for hauling
cycles, ATVs, and other sports
equipment
Sleep up to eight
RV Ownership
Type A motor home 14%
Type B motor home 9%
Type C motor home 9%
Conventional travel trailer 22%
Fifth-wheel travel trailer 14%
Folding camping trailer 10%
Truck Camper 6%
Park Model RV 12%
Other 4%
98% of consumers purchase RVs for camping
Campground Modernization & Expansion
What do Modern RVers want in a Campground?
Help Facilitate the Adventure
• Amenities!
• Strong Wi-Fi – Millennials/Gen-X/Baby Boomers/Mobile Professionals
• 50 AMP Service
• Site-specific Electric, Water, and Sewer hook-ups
• Improved Dump StationsIs there
an app for that?
Is there
an app
for
that?
1
January 24, 2018
4Help Facilitate the Adventure
• Improved bathing facilities with hot showers, sinks, and flush toilets
• Camp stores to purchase essentials and restock necessary supplies
before their next journey
• Recreational opportunities such as zip lines, guided rock climbing
tours, ATV courses, watersports and boat, fishing gear or bike rentals
• RV storage areas near campsites for those who return oftenHelp Facilitate the Adventure • More RV accessible sites • Pull-through RV campsites • Group camping sites • Destination camping sites
RVs are Growing!
Park Model RVs
Park Model RVs
Park Model RVs
Park Model RVs
RVIA Resources
NFPA 1194 • This Standard provides the minimum construction requirements for safety and health for occupants using facilities supplied by recreational vehicle parks and campgrounds offering temporary living sites for use by recreational vehicles, recreational park trailers, and other camping units. • www.rvia.org -> Store
NFPA 1194
NFPA 1194
NFPA 1194 Available at www.rvia.org and click on the “Store” icon at the top of the page
• First ever economic impact study of the entire RV industry was completed in 2016.
Additional Resources • RV Quarterly Forecast (RV RoadSigns) • Business Indicators • RV Ownership Trends • Vacation Costs • RV Travel Forecast • Marketing to RV Travelers • RV Perceptions & Purchase Motivators Study • Annual Report
The Go RVing Nielsen Study
Active Family Adventurers
• Highest opportunity
• Likely to have rented a
camper/trailer or cabin in
past 2 years
• Children have a lot of
influence on leisure trip
decisions
• Most activeNature Lovers
• Most likely to consider RV
rental within a campground
• High likelihood to have gone
tent camping or rented a cabin
in the past two years
• Natural beauty/lesser
known destinations,
outdoor sports/recreation
• High usage of travel-related
appsKid-Free Adult Adventurers
• Moderate opportunity
segment
• Learning opportunities,
romantic getaways,
lesser known
destinations, visiting
family, spending time in
nature, attending
sporting eventsActive Family Kid-Free Adult
Nature Lovers
Adventurers Adventurers
Independent travelers Traditional travelers
Domestic travelers
Travel & Leisure Environmentally Environmentally
Family-Focused
Conscious Conscious
Electronics &
Tech savvy Social techies Tech novices
Tech
Online Above Average Above Average Below Average
Television Average Below Average Above Average
Radio Average Above Average Above Average
Print Above Average Above Average AverageVisit RVIA.org for the executive
summary of the Go RVing Nielsen
StudyAre you Future Ready?
Are you Future Ready?
Are you Future Ready?
Are you Future Ready?
Recap: How Can RVIA Help you Down the Road? • NFPA 1194 Campground Standard – Best Practices • RVs Move America Economic Impact Study – RVsMoveAmerica.org • Research on RV Industry, Next Generation of RVer and Future Trends • Social Media Campaign – www.GoRving.com • Attend RVX in Salt Lake City March 12-14, 2019 – See the Latest and Greatest Products and Network with RV Industry Stakeholders • Utilize RVIA as a partner when working on campground modernization and expansion projects
Questions?
You can also read
