Recent buying trends indicate RVs offer benefits that complement the lifestyles of young families and baby boomers.

Repeated studies sponsored by the Recreation Vehicle Industry Association (RVIA) and conducted by the University of Michigan Survey Research Center have shown U.S. ownership of RVs is at the highest level ever recorded. Baby boomers with families have taken the lead as the fastest-growing demographic group, and are likely to replace the industry’s traditional core market of empty-nesters aged 55 and over.

Why the jump in the baby boomer market? Most point to the RVIA's efforts to excite the younger buyers with the opportunity and freedom of RVing. The successful advertising and promotional campaign, known as "Go RVing," showcases the benefits of the RV lifestyle. Additionally, the manufacturers have responded to baby boomer and family needs by creating market-specific vehicles.

The adventure, excitement and freedom of RV travel are key factors adding to the influx of younger families according to a Louis Harris and Associates study of RV perceptions and attitudes. RVs offer a flexible way to visit destinations and are ideal for those with children wanting to increase family bonding.

Family-oriented fold-down camping trailers and travel trailers, such as the Qwest‘ and Kiwi‘ and Designer™ lines by Jayco, are popular among boomers. Jayco’s full line of products step boomers through the RV experience, offering comfort and desirable features from a basic camping trailer to Class A motorhomes.

The Sport Utility Trailer (SUT) is a growing market that is solely targeted at younger RVers who need to tote their toys, such as ATVs and snowmobiles. Jayco’s Talon™ ZX offers a cable-assisted drop-down rear door, creating a sturdy ramp so RVers can wheel their off-road vehicles into a roomy storage area.

The increased popularity in the towable RV market goes hand in hand with America’s love affair with SUVs, a trend also driven by the baby boomer sector.

"It was important for the industry to understand the buying needs of this relatively new, and very important buying group," stated Bill Prinz, vice president of sales and marketing for Jayco.

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