It’s a shoulder season no more –– fall is emerging as a top time for travel, with data suggesting September sales could outperform August this year.
Fewer crowds, milder temperatures and potential savings are prompting travelers to look beyond the peak summer months, and a number of trends are emerging. From road trips dominating domestic travel to autumn-themed itineraries complete with leaf peeping and sports arenas, here are the trends shaping fall travel in 2026.
Trends From Virtuoso
Trend 1: Fall Travel Is Surging
During last month’s 38th annual Virtuoso Travel Week, Virtuoso revealed that fall travel is on the rise, going so far as to declare the season “the new summer.”
This year, bookings for autumn are up 59% with sales up 69%. When broken down month by month, September leads in sales, with a 77% increase compared to 2025. Similarly, bookings for the month are up 55%. October bookings for 2026 are up 59% over last year, and November is up more than 70% for both metrics.
This shift in traveler behavior can best be seen in Europe bookings. Three years ago, September bookings for European travel equated to just 79% of August’s total bookings for the region –– but the gap between the two months is quickly closing. Last year, September bookings for Europe totaled 92% of August bookings, and Virtuoso data predicts that September totals could exceed August this year.
Already, European bookings for fall 2026 are up, even as rates have risen more than 7%. The French Riviera (up 179%), the Greek islands (130%) and Puglia, Italy (78%), have seen the sharpest growth. Even with these increasing costs, fall sales for Europe are already up 64% and bookings are up 49%.
Trends From Travel Planners International
Trend 1: Growing Desire for Private, Tailored Experiences
Luxury travelers are increasingly traveling beyond peak summer months, a move driven by their desire for exclusive, personalized experiences –– think private Louvre tours or yacht excursions.
According to the new TPI Trendcast by Travel Planners International, luxury travelers regard exclusivity as the ultimate luxury, even above traditional markers such as personal concierge services, for example.
Traveling in September and October –– “the new July and August,” the report states –– helps luxury travelers avoid massive summer crowds, a shift that also makes booking exclusive experiences easier.
Europe remains a top destination for luxury travelers this fall with Italy, France, Spain, Croatia and Greece as the top countries. Asia is close behind.
Active tour operator Backroads is seeing increased bookings for fall travel across all of its segments, including biking, multi-adventure, and hiking and walking.
Credit: 2026 Courtesy of BackroadsTrends From Backroads
Trend 1: Active Travel Bookings Are on the Rise
Fall bookings are on the rise for Backroads, a leading active tour operator. Recent booking data for the company shows increased demand for travel from September through November, with autumn becoming one of Backroads’ fastest-growing seasons. Since 2023, the company’s fall reservations have increased more than 30%.
Destinations experiencing increased traveler interest this season include Europe, driven by guests keen on seeing the northern lights; Canada and New England, for fall foliage; and New Zealand and Tasmania, where the spring season runs from September through November.
Trends From Airbnb
Trend 1: Travelers Are Making Time for “Groundhopping”
This summer, soccer fans from around the world traveled across North America, rooting for their favorite teams from stadium to stadium during the World Cup. The global tournament has concluded, but travelers aren’t saying goodbye to stadiums and arenas just yet.
According to a new report from Airbnb, “groundhopping” –– the practice of visiting bucket-list venues –– is piquing traveler interest, with 70% of survey respondents noting their interest in visiting famous arenas and stadiums. For “groundhoppers,” the venue itself is as much of a draw as the live event happening within, whether a sports match or concert.
Airbnb notes both U.S. and international venues are of interest to travelers, identifying key cities for groundhoppers. In the U.S., Boston; Los Angeles; Arlington, Texas; Nashville, Tennessee; Green Bay, Wisconsin; and Tuscaloosa, Alaska, are of note for their stadiums and arenas. Abroad, venues in Mexico City, Toronto, Bangkok and London are standouts.
Trend 2: This Is the Season for Weekend Getaways
Travelers book weekend escapes for the fall season more than any other time of year, according to Airbnb’s survey, which shows 60% of travelers are planning a weekend trip this fall –– a trend that builds on last year’s traveler behavior. (In 2025, weekend trips peaked during autumn.)
Internal Airbnb data notes that the season’s surge of weekend trips is spurred by users’ fall-themed travel wish lists. The platform recorded an increase in these wants compared to last year, and highlighted the top five search terms: fall getaway, fall foliage, leaf peeping, apple picking and fall road trip.
Blue Ridge, Georgia is among the top destinations for weekend getaways among Airbnb users.
Credit: 2026 Courtesy of Airbnb CommunityInstead of planning longer vacations around such activities, travelers are booking weekend trips to make the most of the season.
Trending fall destinations on Airbnb include Tannersville, New York; Jim Thorpe, Pennsylvania; Blue Ridge, Georgia; Blowing Rock, North Carolina; and Fayetteville, West Virginia, among others.
Trend 3: Gen-Z Travelers Are Flocking to Small Towns
Big-city destinations and popular tourist attractions are taking a backseat this fall, at least among Gen Z travelers. Instead, the demographic is prioritizing lesser-known locales, with 90% of Gen Z respondents saying small towns and attractions off the beaten path appeal to them.
This increased interest in small-town travel is already noticeable on the platform, with some destinations experiencing double-digit search growth among Gen Z travelers, including Twentynine Palms, California (up more than 50% in search); Hot Springs, Arkansas (up 30%); and Helen, Georgia (up 15%).
Of the demographic’s trending fall destinations, nearly half of bookings for the season are small towns. Half of survey respondents attribute small-town appeal to affordability, local culture and exclusive attractions found only at their respective destinations.
Trends From Priceline
Trend 1: Top Destinations for Fall Foliage
Priceline reiterates data from Backroads and Airbnb: Travelers are looking for fall foliage, and they’re not limiting themselves to their own backyards.
The online booking company analyzed users’ hotel searches in regions known for their autumnal colors to find the top 10 U.S. destinations for leaf peeping.
According to Priceline, travelers should consider the following areas for prime fall foliage: Adirondacks, New York; Columbia River Gorge, Washington; Aspen, Colorado; Bucks County, Pennsylvania; Bretton Woods, New Hampshire; Tunnel of Trees, Michigan; North Lake Tahoe, Nevada; the Berkshires, Massachusetts; Stowe, Vermont; and French Lick, Indiana.
Trends From Hertz
Trend 1: Road Trips Will Dominate
New survey data from Hertz reveals 46% of U.S. adults plan to travel this fall –– among them, almost 60% intend to drive to their destinations. Compared to just 28% of travelers who plan to take a domestic flight for upcoming fall trips, it’s clear that road trips will dominate this season.
And it’s millennials who are driving this trend. Compared to Baby Boomers, millennials are four times more likely to use a rental vehicle as their main form of transportation for these trips.
Trend 2: American Travelers Are Prioritizing Value and Memorable Experiences at Equal Rates
Balancing travel budgets and memory-making experiences can sometimes feel at odds, but travelers hope to achieve both this fall.
According to the survey, 31% of respondents are planning budget-friendly travel, while another 31% are open to spending more when booking noteworthy experiences. This duality suggests travelers aren’t automatically opting for less expensive options; instead, they are weighing costs and excursions for optimal value and enjoyment.
Millennials and Gen Z are the momentum behind this trend. Among millennials, 33% are willing to spend more on unique experiences, while 32% of Gen Z report the same.
Travelers are flocking to cities this fall, and according to CheapOair, New York City is the most popular destination.
Credit: 2026 jovannig/stock.adobe.comTrend 3: Cities, Beaches and Small Towns Are the Most Popular Destinations
Cities will dominate this fall, with 39% of travelers planning a city escape. Beach trips trail behind at 27%, and small towns (25%) round out the top three destination types for the season.
Trend 4: The Southeast Is the Season’s Most Popular Region
Domestic travelers are flocking to the Southeast U.S., with 28% planning to visit the region. The nexus of buzzing cities, beaches, college football and warmer temperatures make the area a top pick among travelers.
Trends From CheapOair
Trend 1: Top U.S. Destinations
According to flight data from online booking platform CheapOair, New York City is the most popular destination in the U.S. for travel occurring between Sept 22. and Oct. 31, with 153,000 user searches.
Of the top five destinations, four are in much warmer climates. Las Vegas (130,000 searches); Orlando, Florida (102,000); Los Angeles (96,000); and Miami (90,000) round out the top five domestic destinations. Although fall foliage is influencing many traveler itineraries, this data suggests not everyone is ready for autumn weather just yet.
