Opportunity To Rekindle The Passion: Bringing Former RV Owners Back To The Lifestyle
Go RVing’s newest special report turns attention to former RV owners who no longer own an RV, but for many, RVing still remains an active part of their lives. An extension of the latest Go RVing RV Owner Demographic Profile, this report offers valuable insights into former RV owners, revealing that while they've stepped away from the lifestyle, the door is open to welcome them back. This group mirrors current RV owners in many ways, suggesting a strong foundation of familiarity and positive past experiences that can be leveraged to reignite their interest.
Former RV owners represent a diverse group, with a significant portion being Gen-X and Boomer-aged families (55%) with incomes over $50,000 (63%). It's noteworthy that 52% of these former owners were first-time RVers when they exited the lifestyle, much higher than the 36% of current RV owners who are on their first RV.
The biggest takeaway from the report is that 58% of former owners are open to purchasing an RV again within the next five years. This represents a significant opportunity for the RV industry. Understanding their reasons for leaving and addressing those concerns proactively could be crucial in coaxing them back.
The number one reason for leaving the RV lifestyle was a change in life stage, such as a new child, children grown, or the loss of a spouse. Financial considerations and not having the time to use their RV were also leading reasons. While they have moved on for personal reasons, their core demographic similarities to current owners present an opportunity for targeted re-engagement.
When targeting these former owners for repurchase opportunities, it is important to note that former owners often cite positive motivations for their initial RV purchase. Spending time in nature and unwinding were top reasons and even though they no longer own an RV, many former owners still hold positive memories of the lifestyle. It is notable that RV trips still make up over 22% of former owners’ vacations, even though they no longer own an RV. This indicates that the fundamental appeal of RVing remains, offering a strong base upon which to rebuild their connection with the industry.
Former RV owners are not lost to the industry forever. By understanding their motivations, addressing their concerns, and highlighting the enduring benefits of RV travel, there's a strong potential to welcome many of them back into the RV community.
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