Summer 2026 Travel Trends Show Rising Domestic Demand and More Intentional Spending
MARKETING
Expedia Group's Unpack '26 Summer Trends Report reveals domestic demand rising as travelers choose closer-to-home getaways, value trips and event-led escapes for summer vacation.
Expedia Group has released Unpack '26 Summer: The Trends in Travel, the latest edition of its industry-leading report, revealing how travel behavior is shaping summer travel decisions.
The report combines first-party data from Expedia®, Hotels.com®, and Vrbo® along with traveler insights and social listening data to identify the trends shaping summer travel behavior. According to Expedia Group, social conversation around domestic vacations increased 77% globally year-over-year, while 63% of U.S. travelers say they plan to take a domestic trip this summer.
“This summer, travel isn’t slowing down, it’s being reshaped,” said Melanie Fish, Vice President of Global Public Relations at Expedia Group.
Domestic Travel Dominance and Closer-to-Home Shift
Demand for domestic travel is dominating summer vacation planning. Social conversation about domestic vacations has increased by 77 percent year-over-year globally, doubling in the U.S. in particular, and 63 percent of U.S. travelers are planning a domestic trip this summer. From major sporting events and concerts to reading escapes and screen-inspired travel, Unpack '26 Summer builds on insights from the flagship Unpack '26: The Trends in Travel report to highlight where travelers are headed this summer.
"This summer, travel isn't slowing down, it's being reshaped," said Melanie Fish, Vice President, Global Public Relations, Expedia Group. "As major global events and rising costs influence decisions, travelers are either staying closer to home or seeking out destinations where they can get more for their money."
Destinations of the Summer and Sustainability Framework
Domestic travel is shaping up to be the season's unexpected but understandable travel trend. Rather than far-flung destinations, more travelers are gravitating towards nearby escapes, from beach towns to mountain trails only a short drive or quick flight away. Searches for Florida and California beaches are up 50 percent this summer, and interest in local outdoor hotspots like lakes, mountains, and national parks has spiked 65 percent year-over-year.
Four of the Destinations of the Summer also meet the criteria for Expedia's Smart Travel Health Check, which was first introduced in 2025. This check is a first-in-travel framework from Expedia, inspired by the World Travel & Tourism Council, to recognize destinations that offer meaningful travel experiences while proactively managing tourism in a sustainable way.
Top Destinations of the Summer include St. George, Utah with 125 percent search increase for red-rock hiking; Tacoma, Washington with 120 percent increase for Mount Rainier & Olympic National Parks access; Asheville, North Carolina with 80 percent growth for breweries and Blue Ridge mountains; and Bradenton, Florida with 75 percent increase as Anna Maria island gateway.
Hotel Hopping Trend and Multi-Stay Itineraries
Hotel Hopping, booking multiple hotels on a single trip, is gaining momentum as travelers look to experience more of the destination and make the most of the stays, with demand increasing during the summer season. Key motivations include Event Hopping around concerts and sports events, Road Tripping along iconic routes with Route 66 mentions up 302 percent, and Bleisure Hopping adding leisure stays onto business trips with Helsinki up 71 percent, London up 47 percent, and Oslo up 46 percent.
Beach Readaways and Literary-Themed Travel
Books are becoming must-pack items for summer travel as more travelers build vacations around reading, relaxation, and quality time with loved ones. Social buzz for Beach Readaways is up 213 percent year-over-year while mentions of reading-related terms in Vrbo guest reviews have surged 285 percent year-over-year.
With searches for some of the most in-demand beach destinations also up by over 30 percent compared to last summer, travelers are packing their beach reads and continuing to make books the main character of their summer vacation rental stays, with top destinations including Panama City Beach, Prince Edward Island, Lake Michigan, and Maui.
Kick Off or Take Off: Diverging Event-Driven Behavior
With the world gearing up for the major soccer moment in North America this summer, traveler behavior is diverging. Sports fans are booking last-minute trips to host cities including Kansas City with 700 percent search increase, Philadelphia up 210 percent, and Monterrey up 210 percent, while deal-seekers are heading to European, Asian, and South American destinations seeing average daily rate decreases of nearly 25 percent including Fukuoka, Japan down 35 percent and Buenos Aires down 35 percent.
Set-Jetting Summer Forecast and Screen-Inspired Travel
From streaming hits to blockbuster films, Set-Jetting, travel inspired by TV shows and movies, continues to shape summer demand. Yorkshire, U.K. searches spiked 60 percent after Wuthering Heights release and remain up 35 percent year-over-year, while Muskoka, Canada interest climbed 110 percent after Heated Rivalry debut. Summer forecast destinations include Rhode Island for The Real Housewives of Rhode Island, Devon for Sense and Sensibility, and the Dolomites for Cliffhanger.
About Expedia Group
Expedia Group operates as the global travel marketplace with one purpose: to help travelers explore the world, one journey at a time. Expedia Group connects travelers, partners, and advertisers through its trusted brands including Expedia, Hotels.com, and Vrbo, leading technology, and rich first-party data.
The full Unpack '26 Summer report is available at www.expedia.com/newsroom.
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