The Recreational Vehicle Industry Association estimates that 8.5 million households—the approximate equivalent of the number of households in all of New York City and 8% of the country—will own an RV by 2010. Despite a recessionary drop in RV purchases and rising fuel costs, the industry is generating $14.5 billion per year, and the RVIA is optimistic about its long-term growth.

A 2005 RVIA-commissioned research study demonstrated that gasoline prices would have to more than triple to make RVs more expensive than other forms of travel. In addition, April data from Kelley Blue Book says that rising fuel costs have led Americans to cut down on everything but driving. Only 15% of the population is looking to carpool or find alternative transportation, a marginal increase since October 2007.

Several other social and market forces are contributing to the rise in RV travel. Tough economic conditions tend to bring families and friends out of restaurants and into homes. RV travel also connects the active and eco-conscious with nature. The numbers of retirees, the traditional RV market, are growing as baby boomers age. The popularity of RVs with younger generations is also growing, as contemporary RVs are outfitted with Internet access, flat-screen televisions, global positioning systems and satellite radio.

The RV renaissance, as Corbis dubbed it, will soon be reflected in ad imagery. Corbis points to the need to depict new RVs and the culture growing around them. The company also stresses the concepts of authenticity, experience and connection in relation to RV travel.