June 26, 2025

Go RVing, the national marketing campaign for the RV industry, is proud to announce the launch of its inaugural Explore Camping Sponsorship Program, an exciting new initiative designed to promote access to camping and RVing by partnering with organizations that serve young families, diverse communities, and growth audiences. Through these sponsorships, Go RVing can expand our reach and bring our message directly to the audiences of these organizations.

In its first year, Go RVing has awarded $25,000 sponsorships to three exceptional organizations: The Mid-Western Region of Jack and Jill of America, Bewilder, and Outward Bound. Each will host immersive RV camping experiences in summer and early fall 2025, designed to introduce new families to the joys of the outdoors.

This initiative underscores Go RVing’s commitment to showcasing how RVing fosters family connection, outdoor exploration, and personal well-being.

The 2025 program will support the following activations:

• Outward Bound (Denver, CO): A two-day introductory camping experience for children and adults.
• Jack and Jill of America (Mid-Western Region): A weekend campout experience bringing together teens and families for a camping retreat.
• Bewilder (Los Angeles, CA): A hands-on, educational RV adventure for young families, designed to engage urban communities with nature.

“Throughout Go RVing’s 30 years, we have helped millions of people discover the joys of RVing,” said Craig Kirby, President & CEO of the RV Industry Association. “These sponsorships continue these efforts by partnering with organizations who are welcoming new communities into the outdoors and showing them everything we love about the RV lifestyle: fun, freedom, wellbeing, and connection with nature.”

“Research shows that adults who camped as kids will return to the outdoors to recreate those impactful memories with their children, but how do we introduce camping to those who never experienced it in their youth? Explore Camping is about partnering with organizations that are listening, learning, and creating space for new communities to discover the positive power of the outdoors, whether at a campfire, on a hiking trail, or just beyond your door,” said Karen Redfern, Chief Marketing Officer of the RV Industry Association and Go RVing. “Each of our partners brings fresh, creative energy and we’re proud to support their work.”

To bring this vision to life, Go RVing selected HireCultures as the Sponsorship Administrator. A trusted talent advisory firm with a deep understanding of both outdoor recreation and strategic partnerships, HireCultures is uniquely equipped to identify mission-aligned organizations and manage complex collaborations. With a proven ability to design scalable initiatives and a national perspective, they are playing a critical role in launching and guiding the program.

The Explore Camping Sponsorship Program invites everyone to experience the joy of nature through RV camping and aims to inspire a new generation of outdoor enthusiasts. To learn more about getting started on your own RV adventure, go to gorving.com.

June 25, 2025

As July 4th approaches, millions of Americans are preparing for holiday travel, and a significant number will be doing so in an RV. New data from the RV Industry Association indicates that nearly 7 million people plan to celebrate Independence Day with an RV trip.

This trend is part of a broader summer surge, with 44 million Americans planning to RV this season. Over 70% of RV owners will hit the road this summer for an RV trip. However, it’s not just RV owners; the demand for RV rentals has seen a remarkable 24% increase year-over-year, reflecting a growing desire for flexible and cost-effective travel options. These trends align with what today's travelers seek: the freedom to adapt plans, more time outdoors, and the ability to explore closer to home.

"RVing continues to be one of the most rewarding ways to travel in the summer, offering unmatched freedom and flexibility that places new adventures just beyond your door," says Go RVing Spokesperson Monika Geraci. "Whether it's a weekend getaway or a cross-country journey, RVing is the most affordable way to easily answer the call of the open road."

April 24, 2025

Go RVing is proud to announce that its interim spring 2025 “Don’t Go There” marketing campaign earned two top honors in the 2025 MUSE Creative Awards, an international competition that celebrates excellence in creative and design work across a wide range of industries. The campaign's comedic 30-second commercials, “Hotel Hassles” and “Airplane Problems,” won Platinum and Gold awards, respectively, in the Travel category.

“Hotel Hassles” received a Platinum award, the highest honor, recognizing the spot’s sharp humor and engaging narrative that underscores the unpredictability of hotel stays. “Airplane Problems” earned a Gold award for its playful take on the frustrations of commercial air travel. Both ads highlight the convenience, comfort, and freedom of RV travel as a compelling alternative to traditional vacation travel woes and are currently running on various national, regional, and local broadcast and digital channels.

“The awards reflect the power of creative storytelling and the resonance of our message with travelers looking for a less stressful way to get to and enjoy their destination. The ads, while light-hearted, are spot on. Most parents, including me, have shared the same travel woes,” shared Karen Redfern, Senior Vice President and Chief Marketing Officer of Go RVing. “We attribute the campaign’s entertaining delivery and fast-moving cinematography to Explore Commercial Productions and its talented executive producer Jeremy Pinckert who took our radio campaign from five years ago and brought it to life visually.”

The MUSE Creative Awards, established in 2015 by the International Awards Associate (IAA) as part of the MUSE Awards Program, celebrates and honors excellence and innovation in creative design, advertising, and digital media across the globe. Submissions are judged by a panel of internationally recognized creative professionals and for 2025, the competition received over 6,300 entries. These awards spotlight innovative storytelling, impactful visuals, and bold marketing strategies that resonate with audiences on a global scale.

April 22, 2025

Go RVing has announced the appointment of independent advertising agency BVK as its new strategic and creative agency of record. This announcement follows a competitive review of over 100 agencies to select a partner that will drive awareness, build brand equity and support the growth efforts of RV Industry Association’s consumer-facing brand.

BVK’s partnership with Go RVing will build on the brand’s success in amplifying the voices of the RV industry while leveraging the agency’s 40-year legacy of crafting bold, category-changing ideas for life-changing brands.

Nearly three decades after its inception, Go RVing continues to be the marketing and consumer awareness thought leader for the RV industry, introducing millions of Americans to the freedom of RV travel through media, experiential marketing, influencer and ambassador programs and brand partnerships.

“Go RVing has always been a forward-thinking organization that connects the industry to the experience of consumers through our unparalleled ability to share the joys and freedom found in RVing,” said Karen Redfern, CMO and Senior Vice President of Go RVing. “BVK’s deep category expertise, disruptive creative and rich insights will help us continue to reach new consumers by breaking through all the marketing and social noise coming at them daily.” 

Go RVing’s selection of BVK reflects its commitment to empowering adventurers of all types through authentic storytelling, RV education, and unforgettable experiences. BVK will partner with Go RVing’s media, public relations, experiential, and social media teams to evolve the GO RVing brand and develop a brand campaign that resonates with the values of its target audiences.

“BVK’s proven ability to build breakthrough brands through our client-centric approach is a testament to our four decades as an independent agency,” said Nick Verbeten, President of BVK. “In partnership with Go RVing, BVK looks forward to continuing to inspire travelers to experience RVing through our relentless pursuit of the human insights, values, and creative excellence worthy of a transformational brand.”

Go RVing partnered with Pile and Company, the leader in agency search and management consulting, to provide third-party oversight of the agency review.

April 15, 2025

Go RVing continues to provide additional insights into today’s RV owners with the latest special report focused on COVID Buyers and other First-Time owners, an extension of the latest Go RVing RV Owner Demographic Profile. This report analyzes first-time RV buyers, with a spotlight on those who entered the market during the COVID-19 pandemic (2020-2022). These "COVID Buyers" have demonstrated a strong commitment to the RV lifestyle, even after the pandemic's end.   

Demographics and RV Usage Habits

The typical COVID Buyer is between 18 and 54 years old (73%), with an average annual income of over $75,000 (49%), and 56% are employed full-time. Approximately 50% of these buyers live with children in the home. Common RV usage habits include camping (67%), swimming (50%), and cooking (50%), with a median usage of 30 days per year.   

Motivations and Influences

COVID Buyers, like other first-time owners, were motivated to purchase an RV by past camping experiences (36%) and the desire for a change in travel methods (36%). However, COVID Buyers showed a greater tendency to be influenced by the need for temporary living spaces, social media, and peer influence.   

RV Preferences and Purchasing Behavior

COVID Buyers predominantly favor conventional travel trailers (49%). A large majority (69%) bought their RVs new, and most purchases were made in person (93%). While many buyers financed their purchase through cash (48%), a significant portion also utilized private finance (21%) or dealer finance options (24%).   

Brand Loyalty and Future Intentions

Brand loyalty is strong among COVID Buyers, with 86% expressing a likelihood to purchase the same brand again, citing positive experiences (36%), strong quality (29%), and desired features (25%) as key factors. 

Echoing the sentiment that they will always have an RV in their life, Current Owners that purchased their first RV during the COVID pandemic are more likely than Other First-Time Buyers to demonstrate a commitment to future RV purchase intention (68% vs. 60%).

Based on data from the full RV Owner Demographic Profile, RVs are typically replaced every 2-5 years (62%), which means that those who purchased their first RV during COVID, many are likely in the market for a new RV. 

Comparison with Other First-Time Buyers

The report also compares COVID Buyers with other first-time RV owners. While there are many similarities, COVID Buyers tend to use their RVs slightly more often and are more likely to say they use them more than expected. They also show a greater interest in RV resorts and truck stops/rest areas as campsites.   

Impact of the Pandemic

The pandemic appears to have influenced COVID Buyers' reliance on digital resources for information, with a higher percentage using social media, YouTube, and online blogs for research. Additionally, some COVID Buyers were motivated by the ability to work remotely while traveling and comfortably social distance.   

Overall, the report indicates that COVID Buyers are an engaged and satisfied segment of the RV market, demonstrating strong brand loyalty and a continued interest in the RV lifestyle. With many of these owners now in the typical repurchase timeframe, now is an ideal time for RV manufacturers and dealers to reach these owners.

View the COVID/First-Time Owner Overview

April 1, 2025

Go RVing continues to provide additional insights into today’s RV owners with the latest special report focused on Millennial and Gen Z RV owners, and extension of the latest Go RVing RV Owner Demographic Profile. Newest to RV ownership, Millennial and Gen Z Owners are primed to reshape the face of the industry. Beyond just their diversity across growth audiences, this critical group seeks excitement, new travel options, and boondocking opportunities over your standard campsite.

These owners are among the most diverse with 42% of Millennial/Gen Z owners indicating they are a part of at least one growth audience (which include Hispanic-Americans, African Americans, Asian-Americans, and LGBTQ+). This is compared to 30% of all RV owners.

Key Demographics and RV Usage

The young family segment makes up a substantial portion of RV owners. Key demographic characteristics include:

• Age range: 62% aged 35 to 44 and 38% aged 18 to 34.
• Income: 63% have an average annual income over $75,000.
• Employment: 77% are employed full-time.
• Household: 77% live with children.

Millennial and Gen Z owners use their RVs slightly more often when compared to RV owners as a whole (32 days vs. 30 days) for a median of 30 days a year, often during vacation time, and have a high participation rate in camping (57%), fishing (45%), and swimming (43%). They also show a strong inclination towards bringing recreational equipment such as bicycles (40%), ATVs/4 Wheelers (23%), and motorcycles (22%) on their trips.   

Brand Loyalty and Future Intentions

Looking ahead, 83% of Millennials and 72% of Gen Z plan to purchase another RV, with a preference for new RVs (79%) and specific types like conventional travel trailers (22%), Class A motorhomes (21%), and Class C motorhomes (16%). RV brand loyalty is high among these owners, with Millennial (89%) and Gen Z (91%) likely to purchase the same brand again, citing strong quality and positive experiences as key reasons. 

Buying Process and Information Sources

The buying process for Millennials and Gen Z is heavily influenced by digital resources, with 95% using online platforms for information. Dealership websites (38%), social media (37%), and RV sales listings (37%) are important sources, along with experiential resources like dealerships (48%) and talking to other owners (47%). Notably, 79% of these RVs are bought new, with 44% of buyers paying in cash.   

Motivations and Travel Habits

The primary motivations for purchasing an RV include past camping experiences (29%), the desire for a change in travel method (27%) and the ability to go off-roading or boondocking (19%). These owners commonly travel with a spouse (82%), children under 18 (67%), and pets (26%). They enjoy a variety of campsites, with a preference for private campgrounds, state parks, and national park campgrounds.   

Campsite Preferences and Activities

When it comes to camping, Millennials and Gen Z seek adventure and unique experiences, with 32% of Gen Z owners using their RVs more than 90 days per year. They show a higher affinity for festival campsites (26%) and unique campsite experiences like wineries and farms (32% Gen-Z, 27% Millennial). Nearly all Millennial and Gen-Z RV Owners participate in at least one hobby while RVing (93% Gen-Z, 94% Millennials vs. 85% Boomers). While Millennials show a higher propensity to fish while on an RV trip, Gen-Z reports higher attendance of college/professional sporting events.

Future of RV Travel

Millennials and Gen Z are enthusiastic about RV travel, with a large majority agreeing that it's a convenient form of travel for all ages and that RVing is for everyone. Their intention to repurchase and their loyalty to brands that provide quality and positive experiences indicate a strong future for the RV industry with these younger generations.

View the Millennial/Gen Z Overview

May 12, 2025

As the summer travel season approaches, new data from the RV Industry Association’s latest Summer Travel Intentions Survey shows that 44 million Americans plan to travel by RV—demonstrating RVing’s continued strength as a preferred vacation option for millions of leisure travelers. 

The survey aims to provide an understanding of and opportunities surrounding how leisure travelers (those defined as U.S. residents having taken a leisure trip in the past 12 months) will travel this summer and if they intend to use an RV. The respondents reflect a diverse representation of the U.S. with key demographics including age, gender, ethnicity, and income level.

When are they traveling?

Off-holiday travel times will see the biggest numbers with travelers seeking lighter crowds and more flexibility. Major holidays like Memorial Day and July 4th remain travel anchors (61 million and 54 million travelers, respectively) and will continue to see an influx of visitors.

Who’s traveling?

RV travel enthusiasm remains strong across the board, with 92% of current RV owners and 88% of RV-intending travelers planning trips this summer.

Millennials (83%) and Gen Z (81%) are the most enthusiastic age groups, showing the highest intent to travel by RV—highlighting a continued generational shift in RV interest and ownership.

RV owners aren’t limiting their adventures to just one or two weekends, either. Many plan to travel during major summer holidays like Memorial Day and Labor Day, as well as take additional trips throughout the season, reinforcing RVing's flexibility and long-term vacation appeal.

Where are they traveling?

Shorter trips, as defined as within seven hours driving distance from home, will be the most popular favoring long weekends and regional getaways. National parks, campgrounds, and visits to see family and friends are top destinations for this year’s summer travelers.

Other important highlights:

• Road trips are king: 42% of all planned trips this summer will be road trips—highlighting broad interest in the travel style that RVing makes even more appealing.
• Younger generations are leading the charge: Millennials (40%) are the most likely to purchase an RV in the next year, while Gen Z (45%) and Millennials (42%) are the top online searchers for RV travel information.
• Remote work and learning are shaping plans: Both activities saw year-over-year increases in the RV space, particularly among Gen Z and Millennial travelers.

This survey was conducted in April 2025 among U.S. leisure travelers with plans between Memorial Day weekend (May 26) and Labor Day (September 1).

*Commissioned by Go RVing and conducted by Cairn Consulting, 1,700 surveys were completed by a statistically balanced cross section of U.S. leisure travelers. The survey results have an associated margin of error of +/- 2.74 percentage points. Leisure travelers are defined as any U.S. residents who has taken some type of leisure trip in the past 12 months.

May 6, 2025

Go RVing, the RV industry's dedicated marketing program, has launched its new campaign, "Just Beyond Your Door," inviting everyone to discover the unique joys and freedoms of RV travel. This initiative, developed with Go RVing’s new creative agency BVK, and brought to life by Covert and Gemini Films, emphasizes that the call of adventure and the comforts of home are closer than you think – just beyond your RV door.

"We understand that today's travelers seek authentic experiences that allow them to unwind, connect with loved ones, and embrace the unexpected," says Karen Redfern, Chief Marketing Officer for Go RVing. "RVing embodies this desire. Stepping into an RV opens the door to new adventures, whether it's a quiet escape in nature or discovering a charming small town. 'Just Beyond Your Door' aims to show that this lifestyle is within reach."

The new campaign effectively shows RVing as an accessible and appealing lifestyle for all. The campaign features a 30-second ad, created using LED volume stage technology—the same technology used to shoot Disney’s “The Mandalorian.” Viewers are taken through various landscapes across all four seasons – all within a single viewing experience. Something that was accomplished in just three days with this new technology, instead of the time and cost of filming over multiple weeks in multiple locations. 

Extending beyond just the 30-second ad, "Just Beyond Your Door" is a multi-platform experience designed to inspire potential RVers. Engaging content will be shared across digital channels, streaming services, social media, print, at experiential events, and through influencer collaborations. The core message is that RVing offers a blend of the freedom to explore and the comfort of bringing a piece of home along.

Kevin Kriehn, Chief Creative Officer at BVK, shares the campaign's inspiration: “Opening an RV door became a symbol for the start of new experiences and the connections RV travel fosters. We’re pleased to partner with Go RVing to bring this vision to life and showcase the broad appeal of hitting the road with your home.”

Nick Litwinko, Executive Producer at Covert, notes the campaign's production approach: "Go RVing and BVK's decision to use virtual production technology has resulted in a visually engaging campaign. The transitions between different landscapes effectively capture the sense of adventure that RVing offers."

With summer approaching and an estimated 44 million Americans considering an RV trip, this campaign is timely. "Just Beyond Your Door" illustrates the diverse ways people can enjoy RVing, from family campouts to getaways with friends, everyone can see themselves in this ad.