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Brief Published: 23 Aug 2021

Three-Minute Trend: How RVs Became Cool (Again)

Recreational vehicles (RVs) offered the travel industry a bright spot during the pandemic, with consumers from the UK to Australia embracing their self-contained freedom. In 2020, 80% of US RV purchases came from first-time buyers (RV Industry Association, 2020), while German ownership jumped to 1.83 million people – up from 1.63 million in 2019 (Statista, 2020).

A new generation has become hooked on campervans. As we explain in Vehicles for the Staycation Era, this phenomenon goes beyond old-school caravan holidays, but it also doesn't represent the return of social-media-hashtag 'van life'. Instead, the travel industry is entering an era of RV ownership where consumers of all ages and budgets are welcome. From travellers craving a design-savvy holiday in Margate, UK (see The Brief), to families seeking a child-friendly camping alternative, the next step for the RV industry is one of accessibility.

In this Three-Minute Trend, Stylus' US editor Emilia Morano-Williams traces this evolution, providing insight into where the RV industry is heading, and what issues still need to be addressed to ensure its pandemic-era growth can be sustained long-term.

In this time of accelerated change and global volatility, Stylus' Three-Minute Trend videos offer short, sharp insights into the business challenges and commercial opportunities that matter right now, whatever industry you're in.

For more context, see our reports Vehicles for the Staycation Era and Reimagining the Staycation. See also our Briefs The Hoxton's Hotel-Themed Campervans for Road Trippers, Black Tomato Elevates the Road Trip and Airstream & Pottery Barn's Luxe RV.