THE MANY FACES OF CAMPER DIVERSITY Camping is an activity enjoyed by all. But are all campers being represented in RV marketing campaigns, on dealer websites, and in dealer conversations?
non-white ethnicities. Furthermore, according to Kampgrounds of America, Inc. (KOA)’s 2022 Black Community Camping Snapshot, the demand for camping among the Black community has increased by over 158% in the last five years, with one-third of Black campers planning on purchasing an RV . RV dealers should examine if there are any underserved audiences that they can market to.
According to the 2022 North American Camping Report, new campers are more diverse when compared to campers overall, with 54% of new campers self-identifying as non-white . About one in three camper households include people who identify as Hispanic, Black, Asian, or other
WOMEN IN THE RV INDUSTRY
More women are buying RVs and working in the RV industry than ever before. According to a study conducted by Cairn Consulting Group and commissioned by the RV Women’s Alliance (RVWA), 16% more women are employed in the industry than two years ago. An estimated 66% of employers in the RV industry are actively seeking women applicants, and that number increases to 71% for the manufacturing sector .
More women are buying RVs as well. Mobile RVing noted a rising trend of single women taking RVs on the road. And according to the 2021 Go RVing demographic Profile, 46% of Class A motorhome owners are women . What’s more, according to an IDS survey of RV dealers across North America, 65% of respondents cite that between 25-50% of customers at their dealerships are women, and 30% cited between 50-75% .
4
Powered by FlippingBook