Despite global instability, rising fuel costs and ongoing economic concerns, a summer getaway continues to be a top priority for many travelers — though the exact form and shape of that vacation might change due to budgetary or safety concerns.
From unplugged camping trips to a noticeable shift towards domestic travel, this season’s travel trends span a broad range of topics, but all speak to the financial and geopolitical uncertainties that most clients are facing as they plan trips. Amid strong demand and rising prices, travelers would do well to book early and remain flexible, while advisors should be prepared for limited availability and potential pivots.
Here’s a roundup of trending destinations, trip formats and other behavioral observations that are influencing summer travel this year.
Editor's Note: This story was last updated on June 3, 2026.
Trends From Fora
Trend 1: A Europe-Centric Summer
Per Fora's summer trends report, demand for Europe remains high this summer. Countries in Europe make up seven of its top 10 most-booked destinations, including Italy (coming in at No. 1 for the season), France, the U.K., Spain, Greece, Portugal and Ireland. Rome is the agency’s most-booked international city, while the Amalfi Coast of Italy is its most-booked region, up 143% year over year. Portofino, Italy, is also having a moment, with booking up 262%. Outside of Italy, Fora is seeing significant growth in demand for Bodrum, a coastal area in Turkiye, which is up 307% year over year.
Trend 2: Bookings to Canada Are on the Rise
Fora reports a 119% increase in bookings to Canada for the summer, with Vancouver, Toronto and Banff all up more than 100% year over year. The cities where the agency is seeing the fastest year-over-year booking growth include Quebec City (+400%), Richmond (+279%) and Ottawa (+208%). Advisors are also seeing demand for longer trips, with average length rising from five to 10 days for Montreal and from six to nine days for Toronto.
Trend 3: Cooler Climes
In keeping with the ongoing trend toward cooler destinations, Fora is seeing significant booking growth for Nordic cities such as Oslo, Norway (up 154%); Helsinki, Finland (up124%); Stockholm, Sweden (up 90%); and Copenhagen, Denmark (up 78%).
Trend 4: Staying Domestic
U.S. bookings have grown for Fora agents this summer, with the most-booked states being New York, Florida, California, Texas and Hawaii. Top cities include New York City, Las Vegas and Chicago.
Multiple Midwestern states have also seen an uptick, mostly due to demand for regional amusement parks, national parks and events. The host’s five fastest-growing states in this region span South Dakota, Michigan, North Dakota, Missouri and Ohio.
Fourth of July bookings, specifically, are driven by Portland, Maine (up 900%); San Antonio, Texas (up 475%); Houston (up 231%); Washington state (up 195%); and Bar Harbor, Maine (100%).
Trend 5: Setting Sail
Summer cruise bookings have increased 144% year over year for the company, led by ocean and river cruises (+212%) and expedition sailings (+168%). In the expedition segment, Fora's most-booked lines are National Geographic-Lindblad Expeditions, HX Expeditions and Quark Expeditions.
Other standout cruise offerings include new high-end products such as The Ritz-Carlton Yacht Collection, up 363% year over year. Azamara sales have also increased 333%, and Crystal Cruises is up 327%.
Trends From Expedia
Trend 1: Domestic Is in Demand
Expedia Group has released its Unpack ’26 Summer: The Trends in Travel report, which found that 63% of U.S. travelers are planning a domestic trip this summer. Searches for California and Florida beaches are up 50%, while other outdoor attractions (such as lakes, mountains and national parks) are trending 65% higher than last year.
Trend 2: Multi-Stop Trips
Expedia reports an uptick in travelers booking multiple hotels for a single trip this summer, driven by event-related trips (such as pairing a concert or sports match with a second stay elsewhere in the city), road tripping and bleisure travel. For road trips in particular, social mentions of Route 66 are up 302% as the highway approaches its 100th anniversary.
Trend 3: World Cup Destinations
Ahead of the 2026 FIFA World Cup, travelers are showing increased interest in North American host cities across June and July. Searches are up significantly for Kansas City (+700%); Philadelphia (+210%); Monterrey, Mexico (+210%); Atlanta (+200%); and many more destinations that are hosting matches.
Trend 4: Set-Jetting
The ongoing set-jetting trend (visiting popular film and television locations) continues this summer, with new releases driving searches for Yorkshire, U.K. (up 35%), thanks to “Wuthering Heights;” Muskoka, Canada (up 110%), after the release of “Heated Rivalry;” and Rome (up 35%), following the latest season of “Emily in Paris.”
Trends From BestMoney
Trend 1: Divided Approaches to Travel Amid Rising Prices
BestMoney, a financial comparison platform, surveyed 1,000 American adults about their summer travel plans, revealing a divide in how consumers are reacting to rising travel prices. Eighty-one percent of respondents say travel feels more expensive now, and 53% say planning a trip is financially stressful.
In response, 22% of Americans do not plan to travel this summer; this figure rises to 35% among Boomers, but drops to just 13% of Gen Z. Other approaches include reducing everyday spending to afford summer trips (38%) or simply committing to overspending (50%). Regardless, travel remains a top priority for many consumers: 63% of those surveyed say that vacations are worth making financial sacrifices for, and 67% prioritize vacations and experiences over material purchases. Twenty-seven percent of respondents even say they are willing to go into debt to fund travel.
Trend 2: Travel Plans Remain Undecided for Many
While 21% of respondents have already booked a trip, a larger 35% plan to travel but have not booked yet. Another 18% are considering a trip but remain undecided, creating a prime opportunity for travel advisors to step in and help them make plans.
Trends From Hilton
Trend 1: America’s 250th Anniversary Is Driving Road Trips
Hilton’s 2026 Trends Report found that America’s 250th anniversary — with celebrations across the nation peaking in July — is driving a surge in road trips this summer. In fact, 71% of Americans plan to drive to their next vacation, per the report. Search traffic on hilton.com further showed that travelers are favoring outdoor escapes and regional favorites, including Montana; Ohio; Oklahoma City; Madison, Wisconsin; and Mobile, Alabama, all of which are seeing the biggest increases in search.
Trends From Talker Research
Trend 1: Cost Keeps More Americans at Home
A survey of 5,000 Americans conducted by Talker Research on behalf of Current found that four in 10 Americans will not travel at all this summer due to high costs. Among those forgoing travel, 52% can’t afford a vacation, 25% are saving money and 22% are paying off debt.
Trend 2: Those Who Travel May Do So Differently Than in the Past
Behavioral changes were even noted among respondents who traveled last summer and plan to do so again this summer (52%), including being more budget-conscious (31%) and choosing more affordable destinations (25%). Travelers also plan to vacation for shorter lengths of time (22%) or take more day trips within their own city or state (22%).
Trends From Enterprise Mobility
Trend 1: A Shift Toward Shorter Trips
New data from Enterprise Mobility revealed that nearly half of travelers (47%) are planning to take more short getaways this summer compared to last year, with 40% preferring them to a longer vacation. A driving factor in the preference is cost: 69% of respondents are taking weekend getaways, among which, 46% say their reason is affordability.
Other reasons travelers are choosing short trips include seeing them as important for mental recharging (81%); feeling they are easier to take spontaneously (83%); finding them easier to work into their schedules and budgets (74%); and finding multiple short trips less stressful than planning one long vacation (56%). Among those taking one- to three-day trips, 63% will visit friends and family, while 33% will celebrate special occasions or events.
Travelers are favoring shorter getaways this summer, according to Enterprise research.
Credit: 2026 Enterprise MobilityTrend 2: Younger Travelers Choose Domestic Destinations
According to Enterprise, Gen Z and millennial travelers are driving travel this summer, with nearly three-quarters planning to hit the road. Notably, 90% of millennials and 77% of Gen Z will stay within the U.S. for their trips, with cities leading the way for 70% of Gen Z travelers and 44% of millennials.
Among these age groups, those who are not traveling this summer cite gas prices (38%), concerns about inflation (39%) and airfare costs (30%) as the top barriers.
Trends From Airalo
Trend 1: Avoiding Hot Spots in Favor of “Coolcations”
New research from eSim marketplace Airalo found that many Americans are rethinking visiting traditional European hot spots due to crowding concerns. While staples including Italy (up 15%) and Portugal (up 29%) are still drawing travelers, their year-over-year growth has slowed in favor of less-visited destinations such as the Czech Republic (up 149%).
“Coolcationing” is also driving travelers to Central Europe, Nordic countries and southern hemisphere destinations (for their winter season). To this end, the fastest-growing summer destinations for the year include Kyrgyzstan (up 135%) and Australia (up 58%) in addition to the Czech Republic.
Trend 2: Traveling for Passion
Americans are leaning into their passions as they plan their summer travel, according to Airalo. These include wellness retreats, international competitions, culinary tours and adventure treks.
Trends From Dollar Flight Club
Trend 1: Dream Destinations for Summer
Dollar Flight Club’s Summer 2026 Travel Report revealed where travelers are dreaming of going this summer. These include European classics but also show a shift toward shorter-haul beach spots and cooler climates. On the international front, travelers are hoping to visit Rome; Paris; Tokyo; Cancun, Mexico; and Reykjavik, Iceland. Domestically, the top spots are Honolulu; New York City; Orlando, Florida; Las Vegas; and Seattle.
Trend 2: Fuel Issues Are Making Airfare More Expensive, Though Affordable Options Still Exist
With jet fuel prices rising from $2.50 per gallon in late February to nearly $5 by mid-April, summer domestic airfare is now running 10-15% higher than last year. International fares to Europe are up about 20%.
That said, Dollar Flight Club has found that some destinations are still a good deal for travelers. Among the most affordable international locations for summer travel are San Juan, Puerto Rico; Puerto Vallarta, Mexico; Guatemala City, Guatemala; San Jose, Costa Rica; Mexico City; and Punta Cana, Dominican Republic. In Europe, the top spots for affordable airfare include Reykjavik; Dublin; Helsinki, Finland; Oslo, Norway; and Stockholm, Sweden. In the U.S., travelers can find the best rates to Fort Lauderdale and Orlando, Florida; Charlotte, North Carolina; and Houston and Dallas, Texas.
Those seeking a beach escape might look to Puerto Vallarta; San Juan; San Jose, Costa Rica; Nassau, Bahamas; or Montego Bay, Jamaica. And for cooler climates, clients can consider Canada for affordability, including Halifax, Vancouver, Calgary, Montreal and Toronto.
Trends From Hertz
Trend 1: It’s a Road Trip Summer
According to new data from Hertz, 64% of Americans are planning a road trip this summer, despite the fact that gas prices are their top concern this season. Trips along Route 66 are proving popular, with rentals starting in Chicago and ending at other spots along the historic highway are up 8% year over year between Memorial Day and July 4. Bookings tied to Boston and other New England states are also up 14%. Both increases are likely due to excitement around America’s 250th anniversary.
Trend 2: Top Destinations
For Memorial Day, top locations include Orlando, Las Vegas, Los Angeles, Denver and Boston. For summer overall, cities seeing year-over-year booking growth range from Dallas and Houston to Maui and Chicago.
Trend 3: Experiences Are Top of Mind
Hertz reports that live events and experiences are driving travel this summer. Cities hosting major international sporting events are seeing average rental demand climb more than 40% over last year. Demand is also up for cities tied to major summer concert tours.
Trends From Campspot
Trend 1: Instability Is Affecting Travel Planning
Campspot (a booking platform for RV, tent and glamping campgrounds) released its Dust-Off Summer Trend Report, with findings that indicate 47% of Americans are reshaping their summer vacation plans due to current events and travel uncertainty. Sixty-eight percent of respondents cite higher costs as a factor in their planning, with 79% reducing air travel and 60% avoiding flights when possible.
Trend 2: Stretching the Summer
The survey found that travelers are extending the summer travel season into more affordable months: 77% into September and 58% into October.
Trends From PwC
Trend 1: Higher Spending This Summer
In a new report focused on summer travel spending, accounting and consulting firm PwC has found that 71% of consumers plan to spend the same or more on travel this season compared to last summer. Twenty-four percent plan to spend less than last year, and only 18% say they’ll delay or skip trips; instead, budget-conscious travelers will take shorter vacations, spend less on restaurants and stay closer to home. On average, Americans plan to spend more than $2,800 per adult on travel this summer.
Trends from Skyscanner
Trend 1: Top Destinations and Under-the-Radar Spots
New survey data from global travel app Skyscanner’s annual Smarter Summer report shows that the cheapest weeks to book currently are the weeks of August 17 and August 31. The most popular destinations this summer include Tokyo, London, New York, Madrid and Spain. However, 73% of Americans are saying that visiting somewhere no one they know or follow on social media has been is appealing. Top under-the-radar destinations curated by Skyscanner experts include Aberdeen, Scotland; Redmond, Oregon; Asuncion, Paraguay; Trieste, Italy; Liverpool, United Kingdom; and Hilo, Hawaii.
Trends from Kampgrounds of America
Trend 1: Freeform Camping Trips
Unstructured “analog” camping trips inspired by nostalgia are trending, according to an annual report conducted by Kamprounds of America (KOA), one of the world’s leading privately-owned campground operators. In a survey of 4,000 randomly selected U.S. and Canadian households, 50% of those who were campers were likely to plan a camping trip that relived a childhood memory. Seventy-seven percent stated that “just being in nature [was] enough,” without the need for structured activities or amenities.
However, hands-on skills are part of the draw, which might present a potential opportunity for advisors — 61% of respondents said they wanted to learn wilderness skills such as fire-making, shelter-building and foraging. This preference was particularly high among Gen Z and millennials.
Trend 2: Heritage Travel and Road Trips
Data also shows that the classic road trip is also having a moment, with 43% of participants reporting that they were in the middle of planning heritage trips to commemorate America’s 250th birthday and the Route 66 Centennial. Among those planning road trips, 38% wanted to visit historically significant sites and 33% were interested in visiting small towns.
Trends From JustFly
Trend: Amid Global Uncertainty, Domestic Travel Reigns Supreme
Data from Canadian travel agency JustFly shows that North American travelers are leaning into domestic trips this year, with searches for domestic travel up 161% year over year. Among North American destinations, Florida continues to dominate, with Orlando, Miami, Fort Lauderdale and Tampa all ranking among the state’s most searched-for destinations. Domestic city escapes are also of interest; trips to cities such as New York and Chicago offer easy access to cosmopolitan experiences rich in dining, culture and entertainment with multi-generational appeal
Trends From Priceline
Trend 1: Memorial Day Global Getaways
According to Priceline, recent flight and hotel search data shows that while domestic airfare for Memorial Day weekend, is up slightly year-over-year, international flights are seeing notable price drops. This means travelers might have an opportunity to plan early summer trips abroad.
Trend 2: Memorial Day Hotspots
Separately, Priceline reports that the most popular U.S. destinations are Las Vegas, Orlando, Chicago, Atlanta, Miami and New York based on flight and hotel searches. Other trending destinations include San Juan, Puerto Rico (+52% year-over-year), Sint Maarten (+133%), Aruba (+62%) and Toronto (+24%).
Trend 3: Affordability Is a Concern, But Most Still Plan to Travel
Consumer data from Priceline found that while 44% of Americans feel that summer trips feel financially out of reach right now, most are still prioritizing travel: 73% say a summer vacation is too important to skip, and only 21% plan to stay home entirely. That said, rising prices have travelers paying closer attention to cost, timing and overall value.
Trend 4: Demand for Japan
Japan's popularity will continue this summer, according to Priceline. The company says Tokyo ranks No. 1 and Osaka is No. 5 among its most popular international hotel destinations.
Trends From Friendly Planet Travel
Trend 1: Intentional Safaris and Multi-Country Africa Trips
Tour operator Friendly Planet Travel reports that interest in its Kenyan wildlife safari with a Victoria Falls leg has surged by 190.9% year-over year. Additionally, the operator has seen a 63.2% increase in interest in its joint Kenya and Tanzania trip. Both jumps signal continued growth in demand for multi-country African travel.
Social group travel company Contiki also reports a 370% growth in interest in its Kenya-Tanzania itinerary. For 2026, the African Travel and Tourism Association (ATTA) has also broadly observed [link to report] that travelers are moving away from the traditional “nature on demand” safari towards slower, conservation-led wildlife travel.
Trends From Google Flights
Trend 1: Hot International Destinations
Based on Google Flight data, the Caribbean, Europe and Latin America continue to dominate search interest for summer travel. Trending international destinations include St. Maarten, Sint Maarten; Mexico City, Mexico; Dubrovnik, Croatia; Santiago, Dominican Republic; and Tel Aviv, Israel. Others include Stockholm, Sweden; Palma de Mallorca, Spain; and Budapest, Hungary.
Trend 2: Up-and-Coming Domestic Spots
Among domestic U.S. trips, the top five destinations that saw the greatest year-over-year increase in searches were Kansas City, Missouri; Sarasota, Florida; Asheville, North Carolina; Dallas/Fort Worth, Texas; and Fort Myers, Florida. Other places that saw increased interest include Missoula, Montana; San Diego, California; and San Francisco.
Trends From Untamed Travelling
Trend 1: Hands-on Cultural Experiences
Increasingly, travelers are interested in activities that require active participation rather than passive engagement, according to Untamed Travelling, a luxury adventure travel specialist based in the Netherlands. The company cites tango classes in Buenos Aires as an example of an active itinerary addition, which could then be followed by a visit to a traditional milonga, or tango dancehall.
Trend 2: South America and Lesser-Known Destinations
For Untamed Travelling, South America has emerged as the fastest growing destination, particularly to Pantanal in Brazil. Other rising destinations include Mongolia, the Republic of the Congo and the Balkans.
