With Labor Day now in the rearview mirror, summer is coming to an end and fall travel trends are upon us.
And while fall has historically been a shoulder season — with families, for example, settling back into school routines and traveling less — the last couple of years have proved that patterns and trends in our industry are in a state of flux. Here’s what a few industry experts and travel companies are seeing as the major travel trends for fall 2024.
Editor’s Note: This story will be updated with the release of new fall travel data.
Trends from Squaremouth
Trend 1: Higher Travel Prices Are Cause for Concern, and Insurance
Travel insurance marketplace Squaremouth surveyed more than 1,600 travel insurance customers and found that 75% are more concerned about insuring their trips this fall than they have been in previous years. According to the survey, the average trip cost for fall is $7,600. For international trips, the average cost jumps to $8,100, which is 38% higher than fall 2023.
Respondents looking at fall travel also shared what disruptions they’re concerned about: 64% of travelers are worried about getting sick or injured during a trip, 16% are worried they will have to cancel their trip and 10% are concerned about airport delays, missing a connecting flight or losing their luggage.
Trend 2: Travelers Are Seeking Budget Destinations
Given rising travel costs, it’s not surprising that Squaremouth data also shows that travelers are looking for affordable fall destinations. Of the top 10 destinations for fall trips, eight of them have below-average trip costs. Examples include the Bahamas (average trip cost $3,012), the Dominican Republic ($3,315), Mexico ($3,331) and the Philippines ($3,362). By comparison, the average cost of a fall trip to Japan is above $9,000. To determine the above, Squaremouth analyzed and compared travel insurance policy sales for trips taking place before Labor Day and those happening between Sept. 1 and Dec. 20.
Trend 3: Boomers Are Taking the Lead in Fall Travel
Travel may be up across the board, but Baby Boomers are leading the way this fall, with 47% of the generation booking trips this season. That’s also a marked year-over-year increase, as just 34% of Boomers traveled in the fall of 2023.
According to Squaremouth data, just 9% of Gen Z is traveling this fall (down from 18% last year). Notably, 44% more of the Silent Generation (those born between 1928 and 1945, roughly) is traveling this fall, compared to last year.
Trends From Embark Beyond
Trend 1: Booking Windows Are Shrinking
Luxury travel agency Embark Beyond has released its Q3 report, and the data shows that travel booking windows are shrinking. Embark Beyond reports that the booking window for long-haul flights (10 hours or longer) shrunk from 129 days to 57 days; the booking window for medium-haul flights (between 5-10 hours) shrunk from 84 days to 47 days; and the booking window for short flights (under 5 hours) shrunk from 38 days to 17 days.
Trends from Airbnb
Trend 1: Users Are Looking for Savings
Airbnb surveyed guests booking accommodations for September, October and November and found that 85% of them were weighing price when make their selections. Then, based on its prices in its inventory, Airbnb found the U.S. destinations that represent the most savings this season. Somers Point, New Jersey; Myrtle Beach, South Carolina; and Norfolk, Virginia topped the list.
Trend 2: Domestic Destinations for Fall
By looking at bookings in the U.S. for the months of September, October and November compared to the rest of the year, Airbnb determined that North Dakota, Maine and Massachusetts are the three states with the highest percentage of stays during the fall season. Specifically, users are booking accommodations in Salem, Massachusetts; Bar Harbor, Maine; and Walla Walla, Washington.
Trend 3: Interest in Japan Remains Sky-High
According to Airbnb search data, the top trending international destination for Americans this fall is Japan. Tokyo and Osaka are the cities trending in user searches.
Trends From Wanderboat
Trend 1: Travelers Are Looking for Fall Activities
AI travel platform Wanderboat looked at end-of-August and early September search data and discovered that many users are on the hunt for specific fall activities. Searches for apple picking jumped 241% (compared to summer searches), and searches for regional train rides and wine tasting went up 20% and 15% respectively. The season has also brought increased interest in hiking and nature walks (61%) and hot air balloon rides (22%).
Trends From Vacasa
Trend 1: Domestic Travel Is Hot This Fall
According to user data analyzed by home rental management company Vacasa, 88% of travelers are looking to stay in the U.S. for their trips. Destinations reachable via road trip are of interest, as are places with plenty of outdoor recreation opportunities. Of Gen Z travelers, 47% are looking to travel around domestic festivals, concerts and sporting events.
Trends From EF Ultimate Break
Trend 1: Gen Z and Millennial Travelers Look to Asia and Europe
EF Ultimate Break, a guided tour operator for younger adults, looked at search volume and bookings for fall to see where clients are traveling. Based on those numbers, the top three international destinations are Seoul, South Korea; Kyoto, Japan; and Norway's fjords. The subsequent seven destinations are Vienna, Austria; Copenhagen, Denmark; Transylvania, Romania; Tuscany, Italy; the Scottish Highlands; Amsterdam, Netherlands; and Bavaria, Germany.
"While the older generations might head to Vermont for their annual leaf peeping, Gen Z travelers are searching overseas for cooler vibes, vibrant cultures, and off-peak authenticity,” said Jeff Demers, vice president of market development for EF Ultimate Break. “Fall travel means more bang-for-your-buck and fewer selfie sticks at the top spots, all while enjoying that perfect not-too-hot, not-too-cold weather. Hotel staff and tour guides have more time to spoil you, and the locals? They're more relaxed and ready to chat.”
Trends From Viator
Trend 1: Asia Tops the Charts
Travel experience marketplace Viator looked at sales across fall travel dates and analyzed growth compared to the same time frame last year. According to that analysis, travel to Asia shows marked growth this quarter, with Japan and Thailand two of the fastest-growing destinations for trips this season.
Trends From EF Go Ahead Tours
Trend 1: Travelers Are Booking Leaf-Peeping Experiences
Experiential tour operator EF Go Ahead Tours looked at booking numbers for the season and discovered that travelers' desire to go leaf peeping doesn't only impact domestic trip numbers, but international travel, too. EF Go Ahead Tours is seeing increased bookings for its Edinburgh & the Castles of Scotland tour (up 47% over last year), which stops in Loch Lomond, a beloved spot for viewing autumn colors; its Grand Tour of France (up 63%), which goes to the Loire Valley when the leaves change color; Japan and Kyoto tours (up 30%) when Japanese maples put on a show; and Eastern Europe and Prague tours (up 26%).
Trends From TripIt
Trend 1: London Tops the Charts for Fall International Trips
The team behind travel planning app TripIt surveyed users and found that more than one-third of travelers are taking more international trips now than they have in the past five years. Additionally, more than half of all respondents say they travel abroad at least once a year now. Where are they headed this fall? Based on reservation numbers reported as of Aug. 28, London, Paris and Rome are the top three international destinations for September. In October, the top three destinations are London, Tokyo and Rome.
Respondents who report taking more international trips in recent years say they are doing so because they can better afford it, that they have more flexibility at work (43%) and that easing travel restrictions help as well (40%).
Trend 2: Chicago and Las Vegas Top the Charts for Fall Domestic Trips
Data from the same survey shows that the top domestic destinations for September travel are Chicago, Las Vegas and New York. For the month of October, Las Vegas takes the top spot, followed by Orlando and Chicago.
Trends From Hotels.com
Trend 1: Football-Inspired Travel
According to Hotels.com user data, Thanksgiving football is inspiring travelers. Searches are up 417% for Green Bay, Wisconsin, where the Green Bay Packers will take on the Miami Dolphins on the holiday.
Trend 2: Sober October Travel
Like Dry January, Sober October promotes abstaining from alcohol, and in line with that goal, Hotels.com users are focusing on mocktails this month. According to data, reviews that mention the mocktails available at a hotel's bar and restaurants have risen by 50%.
Trends From Heepsy
Trend 1: Rocky Mountain National Park Is the Top U.S. Destination This Season
According to Heepsy, an influencer marketing platform, Colorado's Rocky Mountain National Park is the most popular fall destination in the U.S., with 12.8 million online searches and hashtags recorded. Nevada's Valley of Fire State Park took second (8.7 Google searches) and Mount Rainer National Park took third (6.7 million searches). More data points are available online.
