Corbis Creative IQ: RV Travel on Rise

Posted on 5/1/2008 by Julia Dudnik Stern | Printable Version | Comments (2)

According to the latest Corbis trend report, Americans are increasingly choosing recreational-vehicle getaways over the typical flight-and-hotel vacation.

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.

Copyright © 2008 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz


  • Bill Brooks Posted May 2, 2008
    This is nuts. In an era of global energy and food shortages, driving a energy consuming RV makes as much sense as taking your gun to school. The right to drive is not enshrined in the US constitution. Shame on Corbis for encouraging their photographers to facilitate this madness. Anything for a buck I guess.

  • Joe Sohm Posted May 2, 2008
    Completely agree with Bill Brooks comment. I owned a RV to take photos. "Back to nature" in an RV is a joke. They are gas guzzlers, and a symptom of what is wrong with America as most of these vehicles have showers/laundries/ and get about 6 miles per gallon. Just because its a profit source, doesn't mean it should be promoted.

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