Young Families RV Trends: How They Are Reshaping the RV Market—What Dealerships Need to Know

The RV industry is undergoing a generational shift. Young families—especially Millennials and the first wave of Gen Z—are reshaping RV buying habits, floorplan preferences, and dealership expectations. A significant portion of these younger RV owners—27%—express a desire for a change in their travel method, seeking new ways to travel that emphasize adventurous and alternative experiences. These buyers are bringing new priorities to the table, from flexible work-and-travel lifestyles to family-focused features and budget-conscious decisions.
At Kunes RV, we’re tracking these changes closely and helping dealerships understand how to serve this fast-growing demographic. Here’s what you need to know about young families in the RV market—and how to market and sell to them effectively.

The RV industry has experienced a significant shift in recent years, with younger generations, such as Millennials and Gen Z, becoming increasingly interested in RV ownership. According to the RV Industry Association, the median age of RV owners has decreased, with more younger RV owners entering the market. This demographic change has led to a growth in demand for smaller, more affordable RVs, such as travel trailers and Class C motorhomes. The RV industry has responded by offering a range of models that cater to the needs of younger families, including those with small children and older kids. With the rise of online platforms, RV buyers can now easily research and compare different models, including fifth wheels, toy haulers, and conventional travel trailers.

Millennial parents and young Gen Z couples are entering the market with different goals than traditional RV buyers. RV travel is becoming increasingly popular and versatile among Millennials and Gen Z, who embrace the convenience and adventure it offers. Their focus? Affordability, versatility, and experience-driven living.

• The rise of remote work and hybrid schooling
• Desire for flexible family travel without costly flights and hotels
• Interest in weekend getaways and regional exploration
• A growing digital nomad culture embracing the RV lifestyle
• Rising homeownership costs pushing families toward RVs as part-time or full-time solutions
• Evolving travel habits of Millennials and Gen Z, who engage in various outdoor activities, travel frequently with family, and prioritize unique experiences while camping

These young families RV trends are creating demand for affordable, family-friendly RVs with modern amenities and kid-focused layouts.

Young families shop differently than older generations—and dealerships must adapt:

• They research extensively online before stepping onto a lot
• They rely on social media, YouTube reviews, and peer recommendations
• They often prioritize monthly payment and total value over luxury features
• Many are first-time RV buyers, needing guidance on towing, setups, and maintenance
• They respond to brands and dealers who reflect family values, flexibility, and support
• There is a strong preference for new RVs among Millennials and Gen Z, with 79% of these younger RV owners intending to purchase a new RV, showcasing brand loyalty and satisfaction

Brand loyalty plays a crucial role in the RV industry, with many RV owners loyal to specific brands, such as Forest River. The buying process for RVs is often influenced by online research, with 95% of RV buyers using online resources, including dealership websites and RV sales listings, to gather information before making a purchase. Additionally, word-of-mouth recommendations from other owners and experiential resources, such as visiting dealerships, also play a significant role in the buying process. With the increasing importance of online reviews and social media, RV manufacturers are now more focused on building strong relationships with their customers to foster brand loyalty and encourage repeat business.

To meet this demographic where they are, dealers should adjust messaging and outreach strategies:

• Utilize social media platforms popular with Millennials and Gen Z, such as Instagram and TikTok, to share engaging content and promotions.
• Highlight eco-friendly and sustainable features of RVs, as younger buyers are more environmentally conscious.
• Offer virtual tours and online purchasing options to cater to the digital preferences of these tech-savvy generations.
• Collaborate with influencers who resonate with younger audiences to build trust and authenticity.
• Recognize the importance of growth audiences, including Hispanic-Americans and LGBTQ+ communities, as these diverse demographics shape preferences and expectations in the RV market. Understanding these groups is crucial for future market trends.

• Family-focused RV floorplans and features in your inventory
• Videos and blogs on RV camping with kids and roadschooling
• Financing options and affordable RVs for first-time buyers
• Lightweight, towable units that work with common SUVs or trucks
• Real-life stories of young families thriving in RV life

• Social media (especially Instagram, Facebook, and TikTok)
• YouTube walkthroughs and owner testimonials
• Email marketing with buyer education content
• In-store “Family RV Days” or demo events with kid-friendly activities

When it comes to purchasing an RV, balancing budget with quality is essential. With the wide range of RV models available, from affordable options like travel trailers to more luxurious fifth wheels, RV buyers need to consider their budget and priorities. While some may prioritize amenities like a queen bed, half bath, or convertible dinette, others may focus on the overall quality and durability of the RV. Additionally, factors like dry weight, towing capacity, and maintenance costs should also be taken into account. By researching and comparing different models, RV buyers can find the best RV that meets their needs and budget, ensuring a comfortable and enjoyable RV lifestyle.

For many RV owners, the RV lifestyle is all about adventure and exploration. Whether it’s a road trip to national parks, a weekend getaway to a nearby state park, or a longer trip to explore new destinations, RVs offer the freedom to travel and experience new things. With the rise of social media, RV owners can now share their adventures and connect with like-minded individuals, creating a sense of community and inspiring others to hit the road. As the RV industry continues to evolve, it’s likely that we’ll see even more innovative models and technologies that cater to the needs of younger RV owners and families, making it easier for everyone to enjoy the great outdoors and experience the thrill of adventure.