Outdoorsy GITW report 2024

A note from Outdoorsy’s co-founder

I am moved to share Outdoorsy’s first independent research of the U.S. RVing family in our 2024 ‘Generations in the Wild’ travel report. This annual report explores the profile, motivations, aspirations, and benefits that RV travel brings American families across the four generations.

Outdoorsy was founded on the mission ‘to restore our relationship with the outdoors and one another’ so it is very fitting as we approach our 10th year we would find a new way to listen and share what we’ve learned from the voice of our prospective and existing guests who have always been our magnetic north.

Last year Outdoorsy departed its one millionth trip and celebrated the more than seven million nights our guests have spent outdoors. We believe that ‘nature is part of human nature’ so it’s perhaps unsurprising that ‘nights spent outdoors’ is our company’s #1 KPI. We are proud to be in the business of transforming access to the outdoors, especially for younger generations who are discovering the great American tradition of road- tripping. Still, in this report, we were very curious to know how time spent outdoors was valued across the generations. This was especially relevant given the growing trend of families taking grandma or grandpa on an adventure or reuniting with family while on the road.

Our research was deliberately designed to span not just generations but to represent American families from all walks of life who seek the benefits only the outdoors can provide. Resoundingly, every group acknowledged that RV travel provided a powerful and memorable way to strengthen family bonds and reconnect with strangers and themselves. Notably, those who gather outdoors also draw closer to their faith as they seek a place of stillness and contemplation.

This research is intended to evolve over the coming year, as we listen to the wider community of families at our field marketing events across the country, through our 24/7 customer service team, over fresh coffee with our guests in Outdoorsy’s destinations in California, Colorado and Texas, and through the family who wins our ‘America’s Best Summer Job’ contest.

As Outdoorsy expands its vision as a travel and hospitality company we are more committed than ever to drawing alongside our guests. Nature will teach you the art of listening and noticing too if you take the time to pause and be still. We hope you find this report as informative and as actionable as we have.

With love and curiosity,

Jen Young

Co-Founder and CMO (Currently interning as the GM of Outdoorsy Hill Country)

Key findings

RV trips reduce tech time and increase spiritual connectedness for teens.

Nearly half of all teens (48%) report reduced screen time during family trips. The majority of teens in RVing families (88%) feel spiritually connected, with many engaging in prayer (59%), reflection (34%), and reporting that they take time to read sacred texts (21%) during family RV trips.

Budget-conscious GenZ seeks affordability on the road.

GenZ RVers tend to travel most frequently, with the majority (65%) saying they plan to take at least five trips this year. Perhaps because of the frequency of travel they also prefer to stay closest to home, with an average trip distance that’s 100 miles less than that of older generations. Feeling the inflationary squeeze, 47% of GenZ RVers will opt for free RV sites this year - the most of any generation.

Millennial families disconnect from technology to reconnect with each other and nature.

Seven out of 10 millennial families report that their trips are a valuable time to disconnect from technology, with 90% saying they value RV trips as an opportunity to connect with their family. RVing Millennials’ top daytime activities include scenic drives (87%), hiking (85%), and swimming (84%), with 94% focusing their evening hours on family meals, campfire chats (88%), and night sky viewing (85%).

Key findings

Whole-family planning fuels better experiences for everyone.

For better trip outcomes, let the kids help. While only a third of families (27%) say they frequently involve their children in planning trips, meals, or activities, those who do report greater relaxation (81%) and more help from their children during the trip (70%).

Children in these families are also more likely (+17) to disconnect from technology along the way. Another surprise benefit? Families who frequently involve their children in planning are nearly twice as likely to report (67% vs. 39%) that the trips strengthen their faith.

Zoom, Slack, email come with us into the outdoors, and Baby Boomers don’t seem to mind.

Today’s families struggle to fully disconnect with work, although working during family trips lessens parents’ enjoyment of the experience. More than half of all parents (56%), from GenZ to Baby Boomers, report working at least occasionally on their trips. GenZ are most likely to work from anywhere, with 76% reporting that they do so, and 96% of those workers saying they feel their trip is at least somewhat negatively impacted as a result. Baby Boomers are the most tolerant of working on the road, with only 9% of Baby Boomers reporting that working while traveling negatively impacts their experience a great deal. GenX is twice as likely (47%) to completely disconnect from work as their GenZ counterparts, only 24% of whom are able to fully cut ties with Zoom, Slack, and email.

01 The RVing family across

Fast facts about RVing families

The average group size for an RVing family today is four.

1 in 4 travelers will bring a grandparent or great-grandparent on their next RV trip.

GenZ’s trips average 100 miles shorter than older generations. The youngest generation of travelers tends to stay closest to home and travel most frequently.

51% of families travel in a motorhome, making it the most popular type of recreational vehicles, followed by towables at 40% and pop-up campers at 9%.

GenZ:

The changing face of RV travel

GenZ is a group of family travelers that in many ways differs from their older counterparts. As a group, their age alone means that they are less experienced at family travel, and are thus less likely to strongly identify with some of the benefits of their trips. Their group sizes are smaller, their children are younger, and they are more likely to have career obligations alongside their family dynamics. Yet they are relatively avid travelers who seek simplicity and affordability in their travels.

This group travels most frequently, with the majority (65%) saying they plan to take at least 5 trips this year.

GenZ is a cost-conscious generation with nearly half (47%) reporting that they plan to seek out free RV accommodations this year

The majority (80%) of GenZ RV parents surveyed said they have children under 10.

This group is most likely (66%) to travel in a traditional motorhome, likely because the size of motorhomes suits young families better than small camper vans or pop-up trailers.

GenZ is also most likely to take their work on the road, with three in four (76%) saying they work at least sometimes during a trip.

The experience-first generation Millennials:

Millennials represent the most prolific and formidable travel group not only due to the sheer size of this generation, but also because they are some of the most avid leisure travelers. They are the generation who started the trend of investing in experiences instead of things. Their buying power helped to lift the RV industry during the COVID-19 pandemic, and their desire to re-establish previous travel patterns heavily impacted 2023 travel incidence

This generation is most likely to say that they choose RVing because it’s an easier way to travel with kids (41%) than air travel or stays at hotels or resorts.

Millennial families say RV trips are an important time to disconnect from technology. 41% 11% 7/10

Only one in ten (11%) of Millennial RVers always work on the road, signaling they have a better handle on work/life balance then their GenZ counterparts.

RV loyalists looking to slow down GenX:

GenX while not the most dedicated travel group, is the most likely to own an RV. Their age band is in the sweet spot for RVing, as they are in their prime wage-earning years, but not yet into retirement age. Their children are older, many have left, and they have a great deal of freedom in their travel. They are a group that are seeking to slow down the pace of their lives and are highly attracted to disconnecting and embracing slower and immersive experiences.

GenX has a strong work/life balance, with only 9% reporting that they always work during family trips (compared to 26% of GenZ), and 47% reporting they never bring work into family travel (compared to only 24% of GenZ).

GenX reports the highest levels of satisfaction with their RV trips, with 89% reporting that the trips provide them a renewed sense of connection with their families.

This group is also most likely to enjoy slow-cation activities like scenic drives (90%), picnics (86%), and night sky viewing (85%).

Baby Boomers:

Bringing generations together, outdoors

Baby Boomers are a generation that has recently come back into the fold of outdoor experiences. In their youth, they were the generation that popularized backcountry camping, but over time fell into travel patterns that were less likely to include outdoor experiences. Now that they are entering their retirement years, they are much more likely to seek outdoor travel. Because many are impacted by financial considerations in their retirement, RV trips represent an affordable mode of travel that can include their children, grandchildren, and extended family.

74%

400 miles

Three fourths of Baby Boomers (74%) will include their adult children in their next RV trip, and 31% will include at least one grandchild.

2/3

This group loves to roam and is most likely to take long trips, with an average trip distance of 400 miles.

This generation is least likely to stay at private campgrounds, with two thirds (67%) opting for public lands or public campgrounds instead.

How families travel

Where are families headed this summer?

How families travel

While RV travel offers flexibility and the freedom of the open road, the majority of RVers (86%) travel with a single destination in mind. If getting to that destination requires an overnight stay, younger generations tend to seek out free stays or book an affordable private land campsite along the way, while older generations prefer more traditional accommodations like established RV parks or staying with friends and family.

“I love my nature vibes, but also enjoy being in a comfortable environment with plenty of amenities. I need a blend of both for a perfect trip.”

– CAYLA L., Gen Z RVer

The appeal of developed campgrounds

Traveling by RV may be convenient, but it also requires a lift in planning, packing, and getting set up. For that reason, once a family arrives at their desired destination, they generally prefer to stay put. As a result, 83% of today’s RVing families prefer their stays to be packed with amenities to make their time comfortable and engaging, with many opting for campsites that offer access to pools, pickleball courts, hiking trails, biking paths, and more. Still, one in five families do prefer to stay at an undeveloped site for a more rustic experience.

RV types

Favorite daytime activities

Across generations, families prefer to build their days to support physical, mental, and spiritual health. Nine in ten families (88%) say they spend less time on screens during their RV trips, and it’s likely because they’re choosing destinations that offer a healthy array of daytime activities. Most families tend to develop a balanced schedule with time for rest, physical activity, and spiritual practice.

“I prefer RV campgrounds with amenities because I like having options for activities and games... My favorite memory with grandparents was visiting their RV each summer and experiencing the community feel of the RV park.”

– MINDY N., Millennial RVer

03 The value of the family

Quality time builds connected families

Today’s RVing family prioritizes building strong family connections during their travels. The most satisfied families plan their trips together, prepare meals together, and blend engaging daytime activities with connecting evening traditions. And the benefits of RVing compound over time. The longer an RV family has been traveling together, the more satisfied they report being with their trips.

“Conversations around campfires are the most genuine I could imagine. Nobody has anything else to do, nowhere else to be, and they’re surrounding a primal discovery alongside people they’ve welcomed to join the circle.”

– DAN C., Millennial RVer

“I grew up going on big RV trips with family and friends every summer. I’ll always remember fishing with my grandpa, clamming with my family, riding bikes with friends, meeting new friends at the pool, and exchanging AIM names. Now, RV trips give me the opportunity to turn off the constant stream of information and notificationanxiety that comes with always being connected.”

– KEIL W., Millennial RVer

The way you plan trips matters too

Families who frequently involve their children in trip planning are considerably more likely to report positive outcomes. However, only a relatively small proportion of parents include their children in every aspect of planning (27%).

81%

64% of families with highly involved children note increased relaxation levels during the trip.

of families with highly involved children mention that their trips contribute to strengthening their faith or spirituality.

Involving the kids is important

A majority of adults occasionally engage their children in some aspects of trip planning, with 81% involving them in activity planning and 76% engaging them in destination planning and group activities. Fully 81% of families with highly involved children note increased relaxation levels during the trip, while close to two-thirds (64%) of families with highly involved children mention that their trips contribute to strengthening their faith or spirituality.

Families that engage their children in planning report:

Increase in positive attitude (+12)

Increased excitement (+16)

PARENTS: DOES YOUR FAMILY TAKE TIME DURING TRIPS TO DIGITALLY DETOX?

How RV travel impacts teen tech use

Nearly half of teens (48%) report a reduction in screen time during family RV trips. This shift is supported, in part, by the 19% of parents who say they always set aside specific techfree times to provide their families a digital detox.

TEENS: WHEN TAKING A ROAD TRIP WITH YOUR FAMILY HOW OFTEN ARE YOU USING YOUR...

“In day-to-day life, conversations with our kids most often center around logistics, like where they need rides to, when to pick them up, and what plans are for the weekend. Between school, homework, friends, and activities, it’s hard to find time to connect on a deeper level on a daily basis. Being able to unplug on a family trip allows us all to reconnect without those distractions. We get to be silly, laugh together, and let go of all the stress and anxiety that comes with modern-day living.”

– KYLE B , Millennial RVer

WFH becomes WFA

Parents are more connected to their work than ever

How often do parents work during family RV trips?

Impact on Enjoyment

How much does work negatively impact parents’ enjoyment of their time with family?

Teens’ view on Parents’ ability to disconnect

Getting kids off screens is one thing but the expectation that parents are always available to work, reply to Slack messages or Zoom from anywhere makes adult screen time a big factor in the connection families feel on road trips. Thankfully, in the minds of teenagers, their parents are using time in nature (or a lock of cell signal) to disconnect or at least keep out of office communications to a minimum.

They are great at disconnecting

They are OK at disconnecting

are not very good

disconnecting

Nearer, my God, to thee

Time on the road connects families to their faith

Among families who report being spiritual or religious, fully 60% of parents and 59% of teens will carve out time for prayer during their time outdoors. GenZ is most likely to say their trips strengthen their faith, with 67% reporting a stronger connection to their faith as a key benefit of time outdoors.

Connections to Religion or Spirituality

The importance of religious and spiritual practices

Religion on the road

RVing families tend to be highly religious or spiritual, with 96% of parents and 88% of teens reporting at least some connection to a faith. Of religious families, 82% report being Christian. And although teens are less likely to say they’re very connected to their religion or spirituality, they’re just as involved as their parents (and in some cases more involved) in spiritual pursuits while in nature.

More than half of parents and teens will carve out time for prayer

Nearly all parents report at least some connection to faith

Methodology & Glossary

Methodology About this report

About Cairn Consulting Group

Cairn Consulting Group is a market research firm with extensive experience in the hospitality and services industries. For the past several years, Cairn Consulting Group has worked with organizations in both indoor and outdoor hospitality, including the gaming/casino areas, food services/restaurant space, accommodations, travel/tourism and the products and services that are a part of the hospitality industry. The organization also serves clients in branding/brand positioning efforts, evaluating consumer behavior, public opinion & policy and product development.

About Outdoorsy

Outdoorsy transformed access to the outdoors with the launch of its RV rental marketplace in 2015, and expanded to offer marketplace insurance in 2018. Today, Outdoorsy’s partnership with its hosts has resulted in over 7 million travel days through RV rentals that are available in 4,800 cities across North America. Outdoorsy’s marketplace, insurance, and retreats provide life-changing financial benefits for RV hosts and retreat communities and offer guests the trust and guidance they need to enjoy memorable rustic travel experiences. Outdoorsy’s team is inspired by a mission to restore our relationship with the outdoors and each other by inviting guests to Live Outdoorsy.

The results of the first Outdoorsy U.S. RV Family Travel Report are based on a total of 3,200 surveys completed among a random sample of U.S. families and a corresponding sample of n=400 teens. Within the sample of families, quotas were established for each of the four primary census regions: Northeast (n=800), Midwest (n=800), South (n=800), and West (n=800). Overall, a sample of n=3,200 U.S. families is associated with a margin of error of +/- 1.63 percentage points, and a sample of n=400 teens is associated with a margin of error of +/- 4.9 percentage points. All surveys were completed only via an outbound solicitation sent to a randomly selected cross-section of families. The sample of respondents was statistically balanced to ensure that the results are in line with overall population figures for age, gender, and ethnicity. Some results may not add to 100 percent due to rounding.

Glossary

Generations Types of land:

Gen Alpha:

Born 2010 - 2024

GenZ:

Born 1997-2012

Millennials:

Born 1981-1996

GenX: Born 1965-1980

Baby Boomer: Born 1946-1964

Private Land Camping:

Camping at privately owned campground properties, typically including shared amenities.

Public Land Camping: Also known as “Dispersed Camping” or “Boondocking” is camping in the United States on public land that is not designated campsites.

Sharing Economy:

A peer-to-peer activity of acquiring, providing, or sharing access to goods and/or services, often facilitated by a website platform.

Types of RVs:

Motorized:

Motorized RVs (Recreational Vehicles) are vehicles designed as temporary living quarters for recreational camping, travel, or seasonal use that are built on a motorized chassis.

Class A:

Generally considered the roomiest of all RVs with a variety of luxurious amenities.

Class B:

Commonly referred to as Camper Vans, these vehicles drive like a family van and are a convenient way to travel for smaller groups.

Class C:

Smaller than a Class A, but with similar amenities.

Towables:

Towables are RVs that are designed to be towed by a family car, van or truck.

Travel trailer:

Features a wide range of floor plans and sizes, with homelike amenities.

Fifth-wheel:

A larger travel trailer that is towed with a pickup truck.

Pop-Up:

These folding camping trailers stow away for easy, lightweight towing.

Truck camper

These campers are mounted on a pickup bed or chassis, so you can go wherever the truck can go.

The 2024 U.S. Family RV Travel Report

Research by Cairn Consulting Group | Commissioned by Outdoorsy