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 July 24, 2026.
Trends From the American Hotel & Lodging Association
Trend 1: Budget-Stretching
The American Hotel & Lodging Association (AHLA) has released a new report showing that while 57% of Americans say travel costs more now than last year, 56% still plan to take a summer trip. In order to do so, they are finding ways to stretch their budgets, such as choosing closer-to-home (33%) or less expensive (33%) destinations, driving instead of flying (30%) and seeking out hotels with added-value amenities. Only 18% plan to cancel or postpone their trip.
When asked where they are cutting back to save money, survey respondents indicated that they would reduce spending on shopping (43%), dining out (39%) and entertainment (26%) rather than scale back on their hotel (24%).
Trends From Jet Linx
Trend 1: The Wealthy Are Going Private
Private aviation company Jet Linx reports that sales of jet cards (prepaid memberships offering guaranteed access to private jets) rose 65% year-to-date this summer, with flight activity for the season up 5.8% over last year. Hot markets include Texas, with flights to San Antonio doubling year over year, while Houston is up 24% and Dallas is up 10%. Flights to the Hamptons in New York have also tripled, while Nantucket, Massachusetts, flights have risen 42%.
Trend 2: Private Flyer Demographics Are Shifting
Jet Linx is seeing bookings trend toward younger private flyers, as well as families over executives — it estimates that nearly a third of summer flights carried at least five passengers, including grandparents, parents and children.
Clients are also leaning into last-minute travel, with the median booking window for the company dropping from 13 days in 2025 to 10 days this year. A quarter of its summer flights were booked within four days of departure.
Trends From Daytrip
Trend 1: Europe’s Sightseeing Hotspots
Daytrip (a platform providing private transfers and optional sightseeing stops) has released new data revealing its most-booked sightseeing spots in Europe this summer. Topping the list? The ancient site of Pompeii, Italy.
Three destinations in Portugal also made the cut (Obidos, Coimbra and Averio), showing the country’s ongoing popularity, as well as two spots in Croatia (Plitvice Lakes National Park and Ston), another growing hotspot. Eastern Europe made other showings on the list, including destinations in the Czech Republic (Cesky Krumlov), Bosnia and Herzegovina (Mostar) and Slovakia (Bratislava). Ever-popular Stonehenge in England also made the top 10.
Trends From Classic Vacations
Trend 1: Desire for Multi-Destination Trips
With prices high, travelers are becoming more intentional about how they spend their vacation budgets, and as a result, Classic Vacations is seeing more demand for multi-destination itineraries this summer. Visiting more than one place per trip helps circumvent the added cost and logistics of planning separate trips, driving the trend.
Trends From GetYourGuide and TikTok
Trend 1: Experience-Driven Travel Takes Off
GetYourGuide, a travel experience booking platform, partnered with TikTok to discover that activity bookings by U.S. travelers are up 35% this summer, reflecting growing interest in experience-led travel.
Trend 2: The Heartland Is Happening
GetYourGuide reports that travel to the U.S. heartland is surging, with historic areas such as the Ozarks Heritage Preserve rising on travelers’ radars.
Trends From TTC Tour Brands
Trend 1: World Cup Boosts Future Travel to Europe and South America
This summer’s FIFA World Cup has put a spotlight on global destinations, and TTC Tour Brands is seeing a resulting spike in interest for countries across South America and Europe. According to the company’s booking data, June bookings for 2026 travel show strong year-over-year growth for South America (+250%) in general and Brazil (+175%) in particular. In Europe, TTC has seen increased bookings for the Netherlands, Austria, Belgium, Switzerland, Spain and Portugal. For 2027, demand is also on the rise for Austria (+85%), Portugal (+59%), Switzerland (+27%) and France (+24%).
South America bookings are up thanks to the World Cup.
Credit: 2026 TTC Tour BrandsTrends From RateHawk
Trend 1: The U.S. and Canada Lead Summer Bookings
RateHawk (a B2B platform for booking accommodations, flights, transfers and car rentals) found that overall demand for summer travel is strong, with bookings up 20% worldwide. Leading the way are the U.S. and Canada, supported by the season’s FIFA World Cup matches.
Trend 2: Top International Spots
In Asia, Japan is a consistent choice for travelers. Top European spots booked through U.S. travel advisors range from Italy and Greece to Spain, France, the U.K., Germany and Switzerland. Though Iceland sits just outside the top 10 destinations, it has seen growth of 47% compared to last summer.
Trends From GuruWalk
Trend 1: Italy and Spain Reign
GuruWalk, a free walking tours platform, analyzed bookings for summer 2026 and found that Italy is the top pick for Americans heading abroad this season, followed closely by Spain. In Italy, Rome is the most popular city, then Florence, Venice, Milan, Naples and Catania. In Spain, travelers are headed to Barcelona, Madrid, Bilbao, Valencia, Seville and Grenada. Other European hot spots include the U.K., France, Portugal and Croatia.
When it comes to Asia, Americans favor Japan, visiting Tokyo, Kyoto and Osaka.
Within the U.S., bookings are highest in New York, Boston, Philadelphia, San Francisco and Chicago.
Trends From Sixt
Trend 1: “Widow’s Bay” Boosts Travel to New England
According to Sixt, there is a growing appetite for summer travel to New England this year, driven largely by the Apple TV show “Widow’s Bay.” The rental car company reports that search demand for “Where is ‘Widow’s Bay’ filmed?” has jumped 526% in the last month following the horror-comedy show’s first season; searches for “summerween,” the trend of enjoying spooky, Halloween-style festivities over the summer, have also surged 809% since April.
Trends From Experian
Trend 1: Travel Is Less Affordable, But Still a Priority
Ahead of the summer travel season, Experian conducted a survey of consumers which found that two-thirds of Americans find travel less affordable this summer compared to 2025. Fuel costs, especially, are a factor, given that 43% of those polled plan to take a domestic road trip this season.
In spite of cost concerns, most respondents (70%) say they are planning to travel. With trips high on Americans’ priority lists, 36% are willing to go into debt to travel, especially to attend marquee international events this summer and further out.
Trends From HotelPlanner
Trend 1: July 4 Travel Demand and Prices Are Up
New booking data from HotelPlanner shows that hotel demand for the July 4 weekend is up 48% over last year, with average rates also increasing by 30% year over year.
The company’s most popular destinations for the holiday weekend span the country, including Las Vegas; San Diego; Chicago; Ocean City, Maryland; Washington, D.C.; Honolulu; Nashville; New Orleans; Boston; and Orlando, Florida. The most expensive destinations range from Malibu, California, to Nantucket, Massachusetts, and Kailua-Kona, Hawaii. Some of the best value can be found in Cambridge, Ohio; Dyersville, Iowa; and Stephenville, Texas.
Trends From Deloitte
Trend 1: July Will Be the Busiest Month for Summer Travel
Deloitte’s 2026 Summer Travel Survey found that the majority of planned summer travel (31%) will take place in July this year. That said, the summer travel season is seeing a significant extension into September for many Americans, with the number of trips taking place after Labor Day increasing from 12% in 2022 to 20% in 2026.
Trend 2: High Costs Are Taking a Toll
Forty-five percent of Americans plan to take a summer vacation with a stay in paid accommodations, the lowest figure in six years, according to Deloitte. High costs are also causing some travelers to stay home: 32% of non-travelers say trips are too expense and 35% say they simply can’t afford to travel. Concerns about travel disruptions are still a factor for only 11% of non-travelers, though that figure has almost doubled since last year, when it was 6%. Those who are concerned about feeling unsafe while traveling have also risen since last year (11% compared to 8%).
Trend 3: Those Who Are Traveling Are Willing to Spend
Among Americans who do plan to travel this summer, their budgets are up 17% from last year, with an average cost of $4,069 for their longest trip of the season. About one in four travelers plans to significantly raise their trip budgets, mostly due to higher airline and lodging costs. Longer trips are the top upgrade (40%); other enhancements include upgraded airfare class (23%), better lodging locations (29%) and more luxurious accommodations (26%). Millennials plan to spend the most for their longest trip ($6,559) and also represent the generation with the highest intent to travel overall (82%). Most respondents (82%) report that they have seen some impact on their ability to spend on travel due to everyday expenses, but mostly characterize the effects as slight or moderate.
Trend 4: Travel Plans
Surveyed travelers plan to take an average of 3.1 summer trips, the same as last year. Younger Americans plan to travel a bit more, with 3.4 trips for Gen Z and 3.3 for millennials.
Average trip length for the season is expected to be slightly longer this year than last, with 38% of trips planned for three nights or fewer, versus 41% in 2025. On the other end of the spectrum, 42% of travelers say their longest trip will span a week or more, down from 45% last year. About one-third (34%) of travelers also plan to work during their longest summer trip, up from 23% in 2025.
Among those planning to fly at least once over the summer, 61% will take a domestic flight (up from 58% last year), while 32% will fly internationally (up from 27%). Overall, Europe remains the top international destination (45%). Within North America, Canada is up four percentage points.
Bookings aren’t being completed as far in advance as in the past, a possible sign of price sensitivity, according to Deloitte. Among respondents, 35% report that their marquee trips are fully booked, down from 39% last year.
Trends From JustFly
Trend 1: Fourth of July Hotspots
Flight search tool JustFly analyzed data related to the Fourth of July, and found that searches for the holiday weekend were up nearly 50% compared to last year. Specifically, searches for Washington, D.C., more than tripled (+173%) year over year, while Las Vegas was up 93% and Orlando, Florida, rose 69%. Miami was up 63% and Denver increased 72%. More under-the-radar spots having a moment include Bozeman, Montana, up 141%, and Portland, Maine, up 172%.
Miami is trending for the Fourth of July.
Credit: 2026 Carsten Reisinger/stock.adobe.comTrend 2: Domestic Demand Is on the Upswing
While international travel is still making up the majority of late-summer searches on JustFly, the company has found that domestic demand is up more than 34% year over year. Washington, D.C.; Las Vegas; New York; Denver; Boston; and Seattle have seen the largest gains in search volume. Comparatively, international searches have declined 17.4%.
Trends From CheapOair
Trend 1: Americans Are Still Booking Summer Trips
Flight booking site CheapOair is finding that travelers are still booking trips for this summer, planning vacations closer to departure. Search trends show demand for European capitals such as London, Paris and Rome, as well as value-driven destinations including Mexico City, Vietnam and Panama City. Experience-led travel is another emerging category per the brand; interest in rich cultural spots is growing, from Okinawa, Japan, to Marrakech, Morocco, and the Swiss Alps.
Trend 2: Beating the Heat
CheapOAir data released in July shows growing demand for coolcations, with more temperate cities such as Seattle, Denver, Toronto and Portland seeing 26% search growth and 15% booking growth.
Trend 3: The “Odyssey Effect”
The new film “The Odyssey” appears to be inspiring travel to Greece; CheapOAir data shows a significant spike in demand for departures following the movie’s July 17 premiere. Searches for flights to Athens are up 153% while bookings have increased 151%. Searches for Greek islands are also on the upswing, from Santorini (+265%) to Kos (+258%), Mykonos (+230%) and Crete (+197%). What’s more, travelers want to get there soon — 70% of searches and 81% of bookings are for the July-September period.
Trends From Truist
Trend 1: Summer Travel Demand Is Divided
Truist is seeing split demand for travel this summer, amid inflation, rising fuel prices and geopolitical issues. On one end, the bank is seeing higher-income consumers continue to prioritize experiences, premium accommodations and destination-driven trips. On the flip side, middle- and lower-income households are becoming more selective about their travel purchases by trading down, shortening trips or seeking out better value. Overall, demand for the season remains strong, with Truist’s Economic Data Tracker showing air-passenger volumes on track to build through the summer and peak in the third week of July, potentially surpassing last year’s numbers.
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.
Trend 4: Fourth of July Favorites
Additional data from Hertz revealed the most popular destinations for July 4 travel include Orlando, Denver, Boston, Los Angeles and New York City.
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 1: 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.
Trend 2: World Cup Fever Drives Bookings to Soccer Hubs
July data from JustFly shows that demand to soccer capitals is surging, thanks to this summer’s FIFA World Cup. Buenos Aires, for instance, is up 71%, while Mexico City bookings jumped 125%. Bookings for Sao Paulo, Brazil, are up 150%, while Bogota, Colombia, has climbed 76% for the agency.
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.
The company’s newly released 2026 State of Summer Travel Report further shows that 79% of Americans still plan to take at least one trip this season, as nearly seven in 10 respondents say it wouldn’t feel like summer without a vacation. Seventy-three percent indicate that they’ll do “whatever it takes” to make a trip possible, and 36% are cutting everyday expenses to fund summer travel.
That said, consumers are feeling the squeeze: 84% say they are paying more and getting less when it comes to travel, 55% find travel less affordable than the same time last year and 50% are turning to AI to find better deals — in part, because 81% of Americans find vacation planning exhausting, mostly due to the frustration of hunting for deals (43%).
To make trips happen, many consumers are making cost-cutting decisions, though 69% report regretting those sacrifices later, be it staying with loved ones instead of a hotel, driving instead of flying, taking shorter trips or booking flights with stops.
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.
Trend 5: Top Destinations for July 4
Hotel searches on Priceline for the Fourth of July weekend reveal that the most in-demand spots to be Washington, D.C. (+79%); Virginia Beach, Virginia (+68%); Nashville (+30%); New Orleans (+28%); and Clearwater Beach, Florida (+20%). Flight searches, meanwhile, show increasing interest for San Juan, Puerto Rico (+31%); Washington, D.C. (+28%); New Orleans (+28%); Myrtle Beach, South Carolina (+24%); and Boston (+22%).
Trend 6: July’s Standout Destinations
The July Priceline Postcard shows that the month’s most popular domestic destinations (based on hotel searches) are Las Vegas, New York, Orlando, Chicago and San Diego. Top international cities include Tokyo, Paris, London, Cancun and Seoul.
“Breakout” destinations for the month, which have seen the biggest year-over-year increases in hotel search volume, span South Lake Tahoe, Nevada; Orange Beach, Alabama; Pensacola Beach, Florida; Frisco, Texas; and Oceanside, California. Internationally, the list includes Pattaya, Thailand; Phuket, Thailand; Seoul; Kawasaki, Japan; and Ottawa, Canada.
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.
