Author: Annette Malave, SVP/Insights, RAB
As the weather begins to change in some parts of the U.S., people across the country are reminiscing about their vacations, road trips and travels. That doesn’t mean that those events are over.
The events of 2020 caused adults and families to find new ways to travel and feel “safe.” Sales of recreational vehicles (RVs) skyrocketed as a form of travel and vacationing was introduced to all generations. In 2025, there are 8.1 million households that own an RV, per Go RVing.
RV/motorhome owners use their RV for approximately nine trips per year (median) with the distance of each trip of 250 miles. They are using these vehicles 30 days annually, on average.
Why RVs? They offer an emotional escape combined with a financial strategy. The GoRVing 2025 RV Owner Demographic Profile report found that 58% of respondents purchased an RV to relax and unwind, and 43% see it as a way to save money on travel costs. As the pet-as-part-of-the-family trend continues to grow, 43% see RV travel as a way to enjoy a vacation with their pet alongside them.
Since 2021, RV owner demographics have changed considerably. This growth, in part, may be due to an increase in first-time RV ownership. These growth audiences make up 30% of current RV ownership are comprised of diverse consumer segments – Hispanics (18%), Blacks (5%), LGBT (6%) and Asian Americans (2%).
Additionally, there has been a shift in the age groups. In 2021, 49% of RV owners were 55+. Today, 46% of RV owners are ages 35-54. RV ownership has also grown among affluent consumers. In 2021, 31% of owners earned $100K+. Today, that percentage is 34%. This data from Go RVing shows the great opportunity available to connect with these road travelers. With 60% of RV travelers ages 18+ tuning into AM/FM radio, broadcast radio is a powerful medium to reach this mobile and engaged audience.
RV-owning radio listeners are young and affluent. Three in ten are within the 25-54 age group and 23% of these owners have a household income of $125,000+. Businesses that cater and provide products and services to this radio-listening group should have insight into their travel planning habits and preferences.
Broadcast radio listeners who are motor home owners are not only planners, but they have passions and specific interests when they travel. Thirty-six percent plan their travel three to six months in advance, based on MRI-Simmons data. Therefore, advertising campaigns aimed at reaching them should be placed well in advance of their planning cycle.
With 65% of these owners stating that travel is one of their passions, businesses should highlight sights and experiences that will be available for them to enjoy. Seventy-eight percent will research a location prior, so campaign efforts should include call to action to a destination’s website. And because experience can also be used to refer to dining, restaurants cannot only use radio to drive website traffic for reservations and website visits, but also to evoke the sensory joy of a great meal.
The business opportunity is not limited to vacation spots for RV owners but also for auto dealers. Based on MRI-Simmons, over the course of the next 12 months, these motor home owners are 11% more likely to buy or lease an SUV and 16% more likely to buy or lease a truck.
Despite the ability to be at a vacation spot in hours versus days via air travel, these consumers enjoy the views they get on the road. Seventy-three percent prefer road trips over trips that require a flight.
Like vacation spots available, opportunities abound for businesses trying to reach this unique group of travelers. While we may not know the exact reason, it may be the love of the open road along with the companionship of AM/FM radio, that make these RV owners and passengers a uniquely reachable and responsive audience.