Couple Travel Gains Ground in Nordic Motorhome Rentals as the Market Expands Beyond Family Holidays.
The growing share of couples in Nordic motorhome rentals signals a broader customer mix and highlights opportunities for operators to rethink products, marketing and travel experiences.
Nordic Motorhome Tourism broadening its customer base.
For several years now, one of the defining customer groups in the motorhome rental market has been families. New research indicates however, the Nordic sector is slowly emerging with a broader customer profile. New research associated with Elle Tick's thesis indicate a marked increase in couple travellers in addition to on-going international demand and an increase in rental duration.
In 2019 families represented circa 65% of inclusions making it the dominant group.
While 35% were of the travelling couple cohort. In 2025, the share of couples had significantly risen to almost 46%. This shift may significantly influence how motorhome businesses promote the products and services they market. Couples have different motivations and expectations compared to family travellers; the journey focus will naturally be stronger on, for example: the journey to explore, mobility and privacy flexibility, freedom in changing route, spontaneous journey planning & destinations.
Thus, in differentiating from families will result in targeting in a more customer specific manner.
The market in general The market, represented by those who are traveling to Nordic and thus also using rentals as vehicles, consists of. The overall market is represented by, as an overall example for rentals during normal travel years. The figures below represent rental customers for included tours based from Nordic countries, not only rented out of the Nordic countries, for a total of the last 4 completed normal travelling years and the period of the Pandemic.
Table 1. Nordic region, Nordic Market Segments(1) International (2) Domestic
Based on a number of different included rentals. Due to COVID 19 pandemic effect it is hard to make any correlation between the segments up until 2021.
The high penetration of international tourists in 2019 was also 2022 is likely a result of pent-up demand, but also because of the long booking windows common in the industry.
It might have contributed to more of those tourists booking far in advance also in an effort to secure transport. Total 404. “International travelling to the Nordic Region has been the segment that accounts for most of the travelled miles with 84% share of total rentals.” As shown in table 1 international travellers continue to form the bulk of customer for Northern Europe.
International, particularly coming from; Switzerland, Germany, the Netherland, the UK, USA etc.
Form approx. 80- 84%. 2019 – Inclusions 2290 customers of which 65% was for families and 35% was for couples.
The total for included rentals was 2290. By 2025 will this ratio reach ~2:1 (couple 46% and family 27%, rest other, e.g. Groups of friends etc).
The rental period was reduced during the pandemic when a lot of locals travelled with their newly acquired rentals over 12days.
Average duration 2017-2019: ~12 days. Average duration 2021 and 2022 was ~14 days. The long rental durations from a few local customers was higher in 2021. The high percentage of International tourism in the Nordic region can further provide challenges from other aspects, since other European Countries may be perceived by tourists as more familiar, thus leading them to not prioritize Northern Region or Nordic Countries more easily.
1. The shift from family travel towards more couple travel.
2. International travel remaining significant.
3. The increase in average rental periods.
4. The temporary shift to more domestic travel during the pandemic with the ensuing strong recovery in international tourism.
Together, these developments highlight a greater complexity in the market, moving beyond simplistic categorisation. Nordic motorhome travellers are becoming a more diverse group.
As businesses continue to segment, it is worthwhile paying attention to customer motivation, trip nature and the travel experience these customers seek.
Publishing your Thesis, Research or Business Ideas with GlobalX Publications, taking your ideas around the world,
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
For several years now, one of the defining customer groups in the motorhome rental market has been families. New research indicates however, the Nordic sector is slowly emerging with a broader customer profile. New research associated with Elle Tick's thesis indicate a marked increase in couple travellers in addition to on-going international demand and an increase in rental duration.
In 2019 families represented circa 65% of inclusions making it the dominant group.
While 35% were of the travelling couple cohort. In 2025, the share of couples had significantly risen to almost 46%. This shift may significantly influence how motorhome businesses promote the products and services they market. Couples have different motivations and expectations compared to family travellers; the journey focus will naturally be stronger on, for example: the journey to explore, mobility and privacy flexibility, freedom in changing route, spontaneous journey planning & destinations.
Thus, in differentiating from families will result in targeting in a more customer specific manner.
The market in general The market, represented by those who are traveling to Nordic and thus also using rentals as vehicles, consists of. The overall market is represented by, as an overall example for rentals during normal travel years. The figures below represent rental customers for included tours based from Nordic countries, not only rented out of the Nordic countries, for a total of the last 4 completed normal travelling years and the period of the Pandemic.
Table 1. Nordic region, Nordic Market Segments(1) International (2) Domestic
Based on a number of different included rentals. Due to COVID 19 pandemic effect it is hard to make any correlation between the segments up until 2021.
The high penetration of international tourists in 2019 was also 2022 is likely a result of pent-up demand, but also because of the long booking windows common in the industry.
It might have contributed to more of those tourists booking far in advance also in an effort to secure transport. Total 404. “International travelling to the Nordic Region has been the segment that accounts for most of the travelled miles with 84% share of total rentals.” As shown in table 1 international travellers continue to form the bulk of customer for Northern Europe.
International, particularly coming from; Switzerland, Germany, the Netherland, the UK, USA etc.
Form approx. 80- 84%. 2019 – Inclusions 2290 customers of which 65% was for families and 35% was for couples.
The total for included rentals was 2290. By 2025 will this ratio reach ~2:1 (couple 46% and family 27%, rest other, e.g. Groups of friends etc).
The rental period was reduced during the pandemic when a lot of locals travelled with their newly acquired rentals over 12days.
Average duration 2017-2019: ~12 days. Average duration 2021 and 2022 was ~14 days. The long rental durations from a few local customers was higher in 2021. The high percentage of International tourism in the Nordic region can further provide challenges from other aspects, since other European Countries may be perceived by tourists as more familiar, thus leading them to not prioritize Northern Region or Nordic Countries more easily.
1. The shift from family travel towards more couple travel.
2. International travel remaining significant.
3. The increase in average rental periods.
4. The temporary shift to more domestic travel during the pandemic with the ensuing strong recovery in international tourism.
Together, these developments highlight a greater complexity in the market, moving beyond simplistic categorisation. Nordic motorhome travellers are becoming a more diverse group.
As businesses continue to segment, it is worthwhile paying attention to customer motivation, trip nature and the travel experience these customers seek.
Publishing your Thesis, Research or Business Ideas with GlobalX Publications, taking your ideas around the world,
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
- Netherlands
- Categories
- Business · Education · Tourism
- Last Updated
- September 2, 2026