1. RVs and Campers 2018 Profiler
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2.
RV Sales on a Roll
Following a record year for shipments during (+15.1%), shipments from January through October 2017 continued to increase, and by 17.6% YOY to 426,932 units. For the entire year, 2017 shipments totaled 505,600 units, a 17.4% increase from 2016.
The Recreational Vehicle Industry Association (RVIA) advertised on social media, partnered with The Ellen DeGeneres Show and Food Network and sponsored events to promote RVs. The RV industry generated 2017 annual revenues of $50 billion.
The rapid increase in the RV market has created some industry challenges, including overcrowded parks, product quality and service issues.

3.
Latest Shipment Stats
During December 2017, total shipments of all towables increased 9.5%, compared to December 2016, with only folding camping trailers declining.
In the motorhome category, December total shipments increased 12.2%, compared to December 2016, with only van campers (Type B) declining.
Even with the December declines in folding camping trailers and van campers shipments, total 2017 towable RV shipments increased 17.6% and total motorhome shipments increased 14.4%, compared to 2016.

4.
Driving Forward into 2018
RVIA forecasts 2018 shipments of 520,700 units, a 3% increase from 2017 levels, with 85% of them towables. Class C will lead the motorized segment. During 2017, the industry received a boost when customers bought RVs following the hurricanes.
Industry experts expect sales to continue to increase into 2018, because of positive economic conditions, including consumer confidence, low gas prices, dealer inventories and expanded production capabilities. Innovative products are also attracting new buyers.
RVIA and its members will focus on expanding RVs’ traditional customer base to include new customers, such as Baby Boomers, Millennials, Gen X and ethnic groups. The group’s marketing campaign, Go RVing, will shift more than 40% of its budget to digital.

5.
Campfire Stories
Nearly two-thirds (61%) of American households have someone who camps. Although Millennials are 31% of the general population, they are 38% of campers. More than half (51%) of Millennials said they planned to camp during 2017.
Younger Millennials are buying ATVs, boats and RVs, investing less in homes and more in recreational activities. The industry is watching to see if they will trade for more expensive RVs, but signs look promising.
Between 2014 and 2016, the number of people who camped three or more times per year increased 36%, while the number who camped once a year decreased 10%. These frequent campers are more likely to buy an RV.

6.
Camper Profile
Asian American campers were most likely to visit national parks, at 70%. By comparison, 47% of Caucasian Americans, African Americans and Latino Americans planned to do so.
Campers are staying closer to home, with 26% camping within 50 miles of home; 25%, 51–100 miles; 17%, 101–150 miles; 12%, 151–200 miles; 9%, 201–300 miles; 4%, 301–400 miles; 3% 401–500 miles; and 5%, 500+ miles.
The majority of RV campers (60%) spend to 7 nights camping; 21%, 8–14; 12%, –30; and 7%, more than 30, which are generally longer stays than tent or cabin campers

7. “Wine with Your S’more?”
“Wine with Your S’more?”
“Glamping,” or “glamour camping,” is a new trend for those who want to connect with nature, but with luxury accommodations. Although many glamping grounds provide cabins or other structures, some do offer upscale RV rentals, activities and food.
Glamping RVs tend to be renovated retro- Airstream models. Glamping is popular in Europe and Australia, and is gaining traction in the US, particularly in California.
Glamping is attracting people to the idea of camping who never previously considered it. Many multi-day music festivals offer glamping packages, including the Peach Music Festival, Firefly Music Festival, Coachella and Bonnaroo.

8. Advertising Strategies
Advertising Strategies
The RVIA is doing a great job of marketing the industry to new potential campers, so it’s a good idea to join the association and benefit from its marketing dollars.
Highlight the affordability of RV camping, compared to a traditional family vacation with airfare, car rental and hotel.
Communicate the idea that camping allows your family to unplug from their devices and become closer.

9.
New Media Strategies
Host a camping photography contest or a funny camping story contest and post entries on your Website and Facebook page. Ask everyone to vote for their favorite and award a significant prize to the winner.
Publish a list of campgrounds within 50 miles of your location, with photos to entice first-time campers. Ask customers who have visited these campgrounds to record and post videos explaining their fun and the benefits of the campgrounds.
Use social media to connect local people who want to share the purchase of an RV.

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