Before the pandemic, the RV industry gained renewed popularity with “Van Life” then took off exponentially as the American highway became a place to work, play, and isolate. International travel is complicated right now, but nothing is quite easier than hitching up a trailer and taking luxury travel on the road. Old-school Airstreams are new again, igniting the imagination of yesteryear and domestic odysseys of today.
Despite fearing the worst in early 2020—shutdowns, layoffs, and what Airstream president and CEO Bob Wheeler describes as a “Whac-a-Mole” of supply chain issues (shortages of chips, control systems, foam for cushions and pillows, adhesives, parts to make refrigerators, and wheel bearings)—luxury trailers became some of the most sought-after retreats of the past 15 months.
Airstream, which recently unveiled its Pottery Barn special edition, set all-time retail records this July and August, and the industry as a whole is predicted to ship 575,000 units in the coming year or so, a 33% increase over 2020. “What we came to realize, which looks pretty obvious in 2020 hindsight, is that there are only so many things you can do to re-create safety during a pandemic. So the industry took off like a rocket,” Wheeler says of the little homes on wheels.
RVs are vestiges of the American way of life, and the nostalgia of an aluminum trailer cruising the country’s historic routes is now more appealing than ever. Jimmy Fallon even converted one into an at-home studio this March. But for some travelers, it became the only option for an adventure. “You scratch airplanes, cruises, and Disney off the list, and RVs check every box,” says Wheeler, who portrays the RV as a roaming pod with a kitchen, bathroom, and bedroom, thus eliminating the need for hotels, rental cars, or restaurants. “When you get to where you’re going, you’re socially distanced in this place we call nature. Turns out, it’s a pretty good place to hang out with your family.”
New work-from-home guidelines allowed for work from anywhere, and outfitted trailers accommodated not only virtual nine-to-five jobs but the perils of the time. Airstream launched the Flying Cloud 30FB Office floor plan last fall with a dedicated area for a desk. Meanwhile Bowlus, whose high-end trailers are sold out for the rest of the year, enriched its technology. In addition to its pre-existing cellular booster and mobile routers, the new Terra Firma features complex filtration. “We heard that our owners were looking for air and water filtration systems,” says Geneva Long, the founder and CEO of Bowlus. “Especially those who are looking for cleaner air, whether that’s due to the air quality, like smoke, or other concerns that are related to the pandemic.”
Whether motoring for work or pleasure, the secret to fulfilling road travel lies in finding the perfect vehicle for exploration. “It’s something a lot of people haven’t thought of before because of all the other wonderful travel opportunities. And for us that means we’ve expanded their luxury travel experience,” says Long. Regardless of where the wheels are steered, inside and out is a good old time.
Over the past year, 200,000 people (and growing) used Harvest Hosts to reserve RV campsites at wineries, farms, and museums across the country. Traditionally, the membership base is over the age of 55 and retired. However, millennials and young families are seizing digital nomad flexibility and turning short weekend getaways into week- or monthlong quests. “This growth is from a collision of pre-pandemic interest in RVing and COVID, which dramatically accelerated the trend,” says Joel Holland, CEO of Harvest Hosts. When the company recently surveyed its members, 80% said they do not plan to travel internationally this year, a green light for going anywhere a route should lead.
Highway West Vacations has five RV sites across the country and experienced consistent reservations for its 247 spots at Flying Flags RV Resort & Campground in Buellton, Calif. The destination is described as “the ideal neighborhood you wish you had grown up in,” where road-trippers pull in, join the community, and then shut their RV door for private space at night. “Buying or renting an RV provides the traveler an independent and self-contained way to do this,” says Charity Baxter, regional operations manager at Highway West, who has witnessed the RV community, old and new, joyfully (and safely) congregate throughout the pandemic. “It’s been fun watching guests gather for impromptu bike parades throughout the park, bocce ball tournaments, tag in the field, and family games. They’re grateful to be outside and connect with others at the same time.”
The pandemic has inspired people to rediscover America’s natural landscape, and in the process, better understand the need to support and protect it. “Something that’s been really gratifying for me is [seeing how] people have taken to outdoor spaces in response to the pandemic,” says Wheeler. “You care about things you get exposed to, and we’ve seen support for natural resources rise dramatically as people have rediscovered those places.”
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