FOCUS GROUPS TELL IT ALL

Years ago I read a book on marketing and the one quote that has always stayed in my mind are the five words that were stated as the most important ones for any career….WILL YOU HELP ME, PLEASE? 
Ask your clients for help.  Walk-around research is a major component in growing a business.  Don’t guess what the future will bring, but ask the client how it will unfold.

Recently I had such an opportunity.  FMCA, Family Motorcoach Association, held their national rally in Redmond, Oregon.  As Tourism Outreach Consultant for RVIA I had the opportunity to host three focus groups.  The questions were designed to provide the Tour and Travel Industry more information for preparation of your marketing plans to target RVers and the development of this market in your community, region, and state.

The focus group was made up of motorhome owners and members of FMCA.  The motorhomes ranged from older models to newly purchased 2008 RVs, both gas and diesel.  The owner age group ranged from 38 and up.  The owners consisted of full-time and vacationing RVers and some who are new to RVing.  The owners came from all over the United States.  Although their background was not requested many offered that they were retired professionals and retired military.

So, What Did We Learn?

First question…How do you select the destination?
RVers travel to attend events, join rallies or visit family and friends, and to see places first hand they have read about in magazines or have seen on TV or in movies.   Many said the state programs, such as an invitation by the Governor with materials sent upon request, are very influential.  They traveled to see historical sites and enjoy the scenery and natural beauty.

Do you plan ahead?
The general response was that attending an event required planning, so getting destination materials in their hands in advance of their trip is important.  RVers map out trips using campground directories, travel software, websites, and GPS and mapping programs.  They frequently utilize advice from others who have been there.  They use information from travel books, club information, and club travel planning services.  The internet is the most used planning tool.  They appreciate states and regions that include an RV segment in their websites.  They utilize Wi-Fi throughout the entire trip first in planning and then as a planning-as-you-travel tool.

If they have special needs they do plan ahead.  For example, folks traveling with pets check out all the campgrounds and attractions to be sure they are pet friendly.

Some said they traveled to an RV resort campground and were looking for resort amenities.  Others prefer the natual beauty and want to visit state and national parks.  They suggested that state parks need to be more pet friendly and upgrade services to keep up with changing RV models.  They felt that some state parks are expensive for services supplied. State parks need more showers and Wi-Fi would be a plus. 

How long do they stay in an area? 
That depends upon the event or reason for visiting.  General travel ranged from 2-4 night stays to two weeks and as long as a month on longer excursions.  RVers stay longer if they like the services in an area and have a reason to stay.  One suggestion was to have public transportation from the campground into town or the city as a convenience to see more.  Information provided in campground helped them make sightseeing/activity choices. Accesible points of interest were number one, followed by cost.  If there is a reason to be there, then cost is not important.

What structure or amenities should a community provide?
The majority answered dump stations, water available for filling tanks, good parking with easy access and egress, good signage, RV friendly signage, cyber cafes or WI-FI, good directions that are proven for RVs, and honest presentation in travel guides, in other words, verify that all types of RVs can utilize the information.

Do you eat meals in restaurants?
The majority of the survey groups ate 50% or more of their meals somewhere other than their RV.  In selecting restaurants, they were looking for a particular type of food, a unique dining experience, to visit places the locals go with their families, but most of all, huge parking lots for their RV when traveling, and good signage and detailed directions for setting their GPS.

What are your biggest challenges as you travel to and from a destination?
The unanimous answer was clearly signage, followed by finding Wi-Fi, and third was the condition of the roads.

Have fuel prices changed travel plans?
The entire group said “no,” which is what RVIA’s owner research also showed. Traveling is their number one priority, so they travel regardless of gas prices, although they might make adjustments to their schedule and destinations.

Do you participate in RV work programs?
Some did, but most were into volunteer programs.  Group volunteering is emerging as a new market for all travelers and they especially volunteer through their club programs.
Asked if the stock market fluctuations have changed their travel plans they responded no, but said that is the reason they require access to internet while on the road.

Do you plan on trading your RV in the next two years? 
The majority said they will be buying a new one.

What is the best part of the rally?
Seeing new regions with tours, educational programs, seeing new RVs and having the ability to drive them, technical service provided by the manufacturers, vendors in the exhibit area for buying new products and gaining information on items as well as new destinations. The volunteers at the events are the best.  Convenience of parking, great information, and overall, well organized events make the rallies successful.  The transportation system is efficient and   very enthusiastic participants will return for future rallies.

Do you travel with pets?
A full 80% of the focus groups said yes, and pets included dogs, cats, and birds.  Electricity is important to keep them hot or cool.  Some appreciate places that offer day boarding.  All appreciate information in websites of communities that included pet supplies, vets, and grooming and boarding services.   They like campgrounds or communities that offer open spaces for exercising dogs who can run freely and they are willing to pay for this service.  They select campgrounds that are pet friendly.

Do they travel with their computer?
A resounding 100% said yes.  They select campgrounds or resorts that offer wireless.  They will look for wireless if using a hotel for a night and look for wireless in rest stops or visitor centers.

How much do they spend a day?
All believe they spend in excess of $100 per day.  They do buy products online, but will buy additional products in a community if it is easy to access, good signage and parking, and more so if there is a coupon involved.  Locally, they spend their dollars on groceries, RV supplies, food, fuel, places to visit for sightseeing and/or events, business supplies, gifts, home furnishings, plants, beauty/barber shops, banking items, medical services for both people and pets, service for their RV and even new tow vehicles.

All agree that community development authorities should look into RV storage and RV parking in new home developments.  Communities should build roads and provide signage for the pleasure and safety of RV travelers.

In general what are your challenges today as an RVer?
Surprisingly, personal relationships were expressed by 50% of the group, citing needing some alone time even though the purpose of RVing is being together.  RV resorts and campgrounds that offer programs like trail hiking, educational seminars and such that allow each individual to follow their own interests makes RVing more enjoyable and addresses the togetherness/alone issues.  Campgrounds that provide information on Rotary, SKAL Club and other clubs or social organizations are very helpful in keeping travelers connected to their home interests.

A big concern to these passionate RVers is the number of disappearing campgrounds in some states. They are equally disappointed in not seeing new campgrounds being built as the number of RVers continues to grow.   Also frustrating are state parks that do not update to accommodate new RVs with enough parking space or 50 AMP electrical service, etc.  Escalating costs of campgrounds with no new services is a challenge, as is not finding campgrounds on the GPS menu.
The focus group participants were then off exploring the Pacific Northwest and some will head on to the next rally or caravan.

Thanks for providing great destination RV product for all of us.
Dottie Maitland CTP

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“Connecting people to people for success.”

Dottie Maitland CTP
Maitland & Associates Inc.
200 Alpine Drive
Bigfork, Montana 59911
Phone 406-837-7280
Fax 406-752-0238
dmoto@earthlink.net