2nd World RV Conference

The 2^nd World RV Conference hosted by RVIA was held January 17 – 20 in Tampa, FL.  RVIA reported that the conference drew 216 RV industry leaders from 16 countries.  arvc president/CEO Paul Bambei and I attended this world event.

I had the opportunity to serve on a panel in a session titled “World Campground Standards” which was moderated by Kathy Palmeri, a former Chairman of arvc.

The panel included myself as director of state relations and program advocacy at the National Association of RV Parks and Campgrounds (arvc) representing the United States; Ian Beadel, an owner/operator of an award-winning campground in Australia; Nick Lomas, director general of The Caravan Club in England.

In this workshop, the panelists discussed what marketing messages are used to attract and retain consumers and keep the camping/RVing experience “top of mind” in today’s competitive leisure travel market.

The discussion also included what standard amenities and attractions consumers expect; what types of facilities drive outdoor enthusiasts; and how all industry segments can work together to be sure that the RV consumer is delighted with their campground experience.

We need to market the experience!  Today’s customers are looking for memories and unique experiences.  It is important to create value not only through superior facilities or excellent services, but through premium experiences.

In my research I ran across the term “Exponomy.”  We live in an experience economy (Exponomy) – an economy where people are willing to pay a premium price to have a memorable experience.  We must orchestrate memorable events for our customers, and that memory itself becomes the product – the “experience.”  Much of the discussion by the other panelist verified that this is a “borderless” issue. 

All of the panelist agree that the demographics are changing.  Camper research also confirms that over half of private campground guests today are “regional” if not “local.”  Due to time constraints, fuel prices, and the availability of great destination campgrounds close to home, RV families are taking advantage of nearby RV parks and campgrounds.

There is also a trend in diversification of the types of accommodations offered moving more toward a resort atmosphere.  This trend is here to stay and RV parks and campgrounds must adapt to the different hospitality requirements of these trends.  Some of the common trends included:

     ·         Internet/WIFI

·         Park Trailers, Cabins, Yurts and other forms of accommodations

·         Bigger Spaces

·         Water Parks

·         Health and Fitness Centers

 

Technology will continue to have a major impact on the way we do business.  I see the growth in the use of mobile websites to be a “driving” factor in this as well.  According to the authors of “Unconventional Wisdom Works”, a smart phone is more than just a phone.  It is a camera, e-mail client, QR code reader, flashlight, alarm clock, mobile payment device, social media interface, e-mail client, app player, and web browser.  Currently, over 20% of Google searches originate on mobile devices.

 

According to the Mobile Marketing Association:

• 70% of all mobile searches result in action within 1 hour.
• Mobile coupons realize 10 times the redemption rate of conventional coupons. 

We also identified the need for RV parks and campgrounds to work closely with RV Dealers to insure that all new customers have a positive “first” experience. 

 

The world became a smaller place for me as I realized that no matter what the country, people need to recreate.  In most cases you could cut and paste the country name in when it came to customer expectations and also the impact government regulations have on the outdoor recreation industry and the challenges that RV Park and Campground owners face in an ever changing economy.

 

I believe the outdoor recreation industry is positioned for very positive growth in the future and we have the greatest opportunity to excel when we market the experience!

It was announced that Australia will host the 3rd World RV Conference in 2015.