Overlanding is one of the most rapidly growing sectors of the outdoor recreation industry. In fact, the audience has grown to about 35 to 40 million people strong.
Travel, outdoor, and recreation brands should not miss out on captivating this active, adventurous audience. But do you know who they are, what they care about, and how to reach them?
Redefining the overlanding life
Overlanding used to mean long-distance travel to remote locations where little prior exploration had occurred. Today, overlanding has turned into a bit of a buzzword. It’s used almost interchangeably with several other terms for vehicle-based outdoor recreation, like van life, off-roading, car camping, and more. However, overlanding has a rich history, and it’s far more than just a buzzword.
In the root of overlanding’s definition lies the concept that makes it central to so many different outdoor experiences beyond just remote exploration. At its core, overlanding is vehicle-supported adventure and expedition travel.
With purists, travel itself is the goal, but today’s overlanding audience has rewritten the definition. Overlanding now encompasses both the travel itself and the means to access other outdoor recreation activities, making it both the destination AND the journey.
The overlanding community
Understanding the audience that makes up the overlanding community is critical to successfully marketing your brand to this group. Who are these overlanders? Brad Nelson explained overlanders this way in an AMSOIL blog: “Overlanders might identify as campers, explorers, adventurers or nomads. Their hobbies often include photography or videography, hunting and shooting, fishing, birdwatching, kayaking, climbing, biking, and hiking.”
Overlanding is closely linked to the truck and off-road vehicle world, but it encompasses an evolving mix of people. According to Overland Expo, a few key ideas separate overland travel from other vehicle-centered recreation activities.
The equipment: Having a capable vehicle that can withstand the rigors of extended exploration and off-road travel is key. These folks equip themselves with the necessities for adventure.
The skillset: Self-reliance is a necessity; they have the know-how when it comes to pitching a tent or patching a tire. And they’re prepared for all they may encounter on the road less traveled.
The map: Overlanding is all about exploration; this group is more open to detours and deviations, as they prioritize adventure, and don’t limit themselves to a particular destination, route or timeline.
The mindset: Overlanders tend to self-identify through the activities and sports they love, and they turn to overland travel for self-discovery, adventure, and meaning.
Overlanders and the right products
As your outdoor adventure brand or attraction seeks to market to overlanders, it’s important to understand what overlanders are buying and what goes into their purchasing decisions.
Simply put, overlanders want to buy the right products. They aren’t typically concerned with coupons or prices; they take the “buy once, cry once” approach to spending. They know that if they invest in higher quality products, they’re less likely to need to replace faulty products later on. They also take into consideration their time. For overlanders, time is valuable—and it’s limited. They won’t risk spoiling an adventure by cutting corners with a budget item. This group won’t use the same products for overlanding as they’ve had for tailgating. Products for Overlanding need to save space while offering comfort to create a home on the road. And, they also care deeply about the spaces and places they’re exploring, so sustainability and responsible recreation remain strong considerations.
The future of Overlanding
From 2019 to 2022, Google searches related to overlanding doubled—and they don’t seem to be slowing down. In the U.S., there’s no shortage of opportunities for overland travel thanks to the abundant public open space managed by the U.S. Forest Service, National Park Service, and Bureau of Land Management as well as individual state agencies.
For outdoor recreation brands and destinations, the steady interest in overlanding means product growth, product innovation, and continual expansion. Brands have unique opportunities to lean into more specialized categories to match the needs of each recreational interest. And for marketers, that means more content! Opportunities abound for how-to videos and detailed tutorials that explain how products work—and illustrate overlanding in action.
Given all the feeders into this industry, outdoor brands and destinations shouldn’t let this audience pass them by.
The best results come from working together.
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