Caravan Industry Targets Younger, Tech-Savvy Customers
The Caravan Industry Association (CIVD) is shifting its marketing strategy to better reach younger customers. A recent study by GfK has revealed a new target group for caravaning, with distinct differences from traditional customers. This change presents opportunities for the industry to adapt and grow.
The study, conducted during the COVID-19 pandemic, identified a new target group that values experiences, flexibility, and nature. This group is younger, includes more families, and is digitally savvy. They prefer in-land travel, simpler accommodations, and are more environmentally conscious. CIVD plans to leverage digital channels to reach this group more effectively.
CIVD and GfK will collaborate on a new project to measure purchase intent and identify industry trends. Both traditional and new customers value nature, flexibility, and autonomy, but the newer group requires different marketing approaches. CIVD, as the conceptual sponsor of the CARAVAN SALON in Düsseldorf, aims to cater to this evolving market.
CIVD is adapting its marketing strategy to attract a younger, more digitally engaged target group. The association, along with GfK, will explore purchase intent and industry trends. By understanding and addressing the needs of this new group, the caravaning industry can continue to grow and thrive.
