Generations in the Wild 2024

A research report exploring the motivations and benefits that road trips and time spent outdoors brings four generations of American families.
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What we discovered

Among many interesting findings some surprising insights caught our attention - collectively they speak to the unique value time spent outdoors brings families of all ages, especially in light of the cultural pressures of work and the digital distractions that challenge family connection.

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Families who get into the outdoors together strengthen bonds and lowered stress

The top benefits families report from their RV travels? Stronger family bonds (40%) and lowered stress (19%). Another key benefit includes the opportunity to teach children leadership (17%).

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Whole-family planning fuels better experiences for everyone

For better trip outcomes, let the kids help. Of the nearly one third of families who involve their children in planning trips, meals, or activities, they report greater relaxation (81%) and more help from their children during the trip (70%).

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Millennial families disconnect to reconnect with each other and nature

Seven out of 10 millennial families report that their trips are a valuable time to disconnect from technology, with 90% saying they value RV trips as an opportunity to connect with their family.

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Time spent in nature increases spiritual connectedness for teens

The majority of teens in RVing families (88%) feel spiritually connected with many engaging in prayer (59%), reflection (34%), and reporting that they take time to read sacred texts (21%) during family RV trips.

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Budget-conscious GenZ seeks affordability on the road

GenZ RVers tend to travel most frequently, with the majority (65%) saying they plan to take at least five trips this year. Perhaps because of the frequency of travel they also prefer to stay closest to home, with an average trip distance that’s 100 miles less than that of older generations.

Want to discuss the findings of this report?

We’d be excited to hear from you if you’d like to know more, quote the report or discuss the implications of our first edition of ‘Generations in the Wild’
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