A Decade of Nordic Motorhome Customer Change Reveals New Directions for Travel and Rental Businesses.
Elle Tick’s research examines a decade of Nordic motorhome rental data, revealing how customer origin, demographics, trip length and market conditions have transformed travel demand.
Nordic Motorhome Customers are entering a new era of the market: From International Travellers to a More Diverse Market - is the title.
Ten years of rental statistics are telling the story of a key change in the rental and travel experience of Nordic motorhome users. The research work related to Elle Tick's dissertation focuses on the transaction data from 2017 onwards and yields a detailed overview of the evolution of customer behavior, their origins of trips and travel patterns.
The study reveals that the Nordic motorhome rental market started out with a solid international market. International tourists made the majority of bookings for the past three years (2017-2019). In 2017 their share was about 80% and in 2019, their share was about 84%.
International mobility is also key to Nordic leisure travel, as seen in the source markets for the countries in question, such as Germany, Switzerland, the Netherlands and France.
Demography of customers was fairly stable in this period. The 45-46 year old age range was still the average recorded driver age and the family segment of customers was the largest group. About 65% of included rentals and around 35% of couples were families in 2019.
The data also shows that motorhome rental was a very elongated travel product. Prior to the pandemic, the average length of time that customers rented motorhomes was around 12 days, indicating that they were renting motorhomes for larger road trips instead of just for short vacations.
In 2020, things have turned around.
Included rentals fell from 2,290 in 2019 to 1,257 in 2020. The customer profile also experienced a major shift, from the geographic perspective. In 2020, the percentage of rentals by local customers rose from around 16% to 53% compared to 2019.
This is an example of the adaptability of leisure consumers. With travel to and from abroad becoming difficult, some customers did not completely forgo their love of travel. Rather, many of them switched their travel to local opportunities.
This trend of the domestic shift continued in 2021, with about 47% of the included rentals being made by domestic customers. When international movement resumed, the status quo was restored once more. In 2022, about 86% of rentals were to an international customer.
The study also finds that there was a persistent increase in the length of stay after the disruption. The average length of a rental increased to around 12.7 days in 2021, and to around 14.3 days in 2022, and is around 14 days in 2025.
It has significant ramifications for rental operators. With longer journeys, there may be a greater emphasis placed on the comfort, reliability, equipment and the ability of the customer to communicate and assist in response.
In parallel, the mix of customers is evolving. The number of couples stayed on the increase, from around 35% of rentals in 2019 to nearly 46% in 2025. This indicates that there is a growing need for more even more various strategies in the future Nordic motorhome market, especially if we consider the various family types, couples, international visitors and domestic visitors.
The main takeaway for businesses is that stating that customers belong to the "market category" of "customers" is the wrong approach. Their needs, origins and behaviours change in response to changes.
The Nordic motorhome industry is thus a good example as to why the use of customer intelligence must always be the core of business planning and market development.
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Read More: https://www.globalxpublications.com/blog/who-are-the-customers-and-how-have-they-changed-2017-2026
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Ten years of rental statistics are telling the story of a key change in the rental and travel experience of Nordic motorhome users. The research work related to Elle Tick's dissertation focuses on the transaction data from 2017 onwards and yields a detailed overview of the evolution of customer behavior, their origins of trips and travel patterns.
The study reveals that the Nordic motorhome rental market started out with a solid international market. International tourists made the majority of bookings for the past three years (2017-2019). In 2017 their share was about 80% and in 2019, their share was about 84%.
International mobility is also key to Nordic leisure travel, as seen in the source markets for the countries in question, such as Germany, Switzerland, the Netherlands and France.
Demography of customers was fairly stable in this period. The 45-46 year old age range was still the average recorded driver age and the family segment of customers was the largest group. About 65% of included rentals and around 35% of couples were families in 2019.
The data also shows that motorhome rental was a very elongated travel product. Prior to the pandemic, the average length of time that customers rented motorhomes was around 12 days, indicating that they were renting motorhomes for larger road trips instead of just for short vacations.
In 2020, things have turned around.
Included rentals fell from 2,290 in 2019 to 1,257 in 2020. The customer profile also experienced a major shift, from the geographic perspective. In 2020, the percentage of rentals by local customers rose from around 16% to 53% compared to 2019.
This is an example of the adaptability of leisure consumers. With travel to and from abroad becoming difficult, some customers did not completely forgo their love of travel. Rather, many of them switched their travel to local opportunities.
This trend of the domestic shift continued in 2021, with about 47% of the included rentals being made by domestic customers. When international movement resumed, the status quo was restored once more. In 2022, about 86% of rentals were to an international customer.
The study also finds that there was a persistent increase in the length of stay after the disruption. The average length of a rental increased to around 12.7 days in 2021, and to around 14.3 days in 2022, and is around 14 days in 2025.
It has significant ramifications for rental operators. With longer journeys, there may be a greater emphasis placed on the comfort, reliability, equipment and the ability of the customer to communicate and assist in response.
In parallel, the mix of customers is evolving. The number of couples stayed on the increase, from around 35% of rentals in 2019 to nearly 46% in 2025. This indicates that there is a growing need for more even more various strategies in the future Nordic motorhome market, especially if we consider the various family types, couples, international visitors and domestic visitors.
The main takeaway for businesses is that stating that customers belong to the "market category" of "customers" is the wrong approach. Their needs, origins and behaviours change in response to changes.
The Nordic motorhome industry is thus a good example as to why the use of customer intelligence must always be the core of business planning and market development.
GlobalX Publications works with researchers, academics and professionals to take valuable research and turn it into publications that can be read globally.
Share your ideas with the world by publishing your thesis, research, thought, business or book with GlobalX Publications.
GlobalX Publications: https://www.globalxpublications.com/
Read More: https://www.globalxpublications.com/blog/who-are-the-customers-and-how-have-they-changed-2017-2026
For Enquiry: +1 (307) 295-0570
- Contact Email
- [email protected]
- Issued By
- steve carter
- Country
- Germany
- Categories
- Business · Education · Tourism
- Last Updated
- September 2, 2026