As the days lengthen and temperatures rise, travelers sense the coming of summer — and with it comes school breaks, road trips and much-needed escapes to destinations far and near.
But where are travelers heading, and what kinds of adventures do they seek? Following is a roundup of tracked and observed trends from industry players for the summer of 2024. (Note: This story will be updated as new trends are spotted.)
Trends From Natural World Safaris
Trend 1: European Destinations Continue to Top the Charts
By analyzing Google search volumes, Natural World Safaris uncovered the top destinations that U.S. travelers are considering for summer travel.
According to its research, Naples, Italy, was the most-searched-for destination, up 100% from the same time last year. The Spanish island of Ibiza came in second, with a 97% increase year over year. And the third most-searched destination was Edinburgh, Scotland, with interest up 77% since this time in 2023.
Trend 2: Less Searches for Paris, Puerto Vallarta and More
Natural World Safaris also looked at significant decreases in search volume, and the largest drop was for Paris. The city was searched for 53% less since last year, though it seems likely that, given the Olympics and the demand the event has driven, travelers know that availability will be low and crowds will be sizeable. Searches for Puerto Vallarta, Mexico, decreased by 38%, and Cuba saw the third-largest dip, with 34% less searches than this time last year.
Trends From Squaremouth.com
Trend 1: Travel Costs Are Up — Way Up
Travel insurance marketplaceSquaremouth.com has reported that travelers are spending an average of $10,000 on summer trips. According to the company, that’s a 7% increase over last summer and a 14% increase when compared to 2022. Rising vacation costs are being attributed to both higher prices in the travel world (for flights, accommodations and more) and inflation. The brand looked at thousands of trips planned (and insured) for mid-June to mid-September this year.
Trends From Booking.com
Trend 1: American Travelers Are Looking to the Beach for Memorial Day
A long-weekend escape in late May is a fine way to kick-off summer travels, and according to Booking.com, South Carolina’s Myrtle Beach was the most-searched-for destination by American travelers aiming to get away for the holiday. Las Vegas came in second, and Florida’s Panama City Beach took third place. Two other sandy spots in Florida were in the top 10 Memorial Day destinations, as well: Miami Beach and Destin.
Trend 2: International Destinations Are Trending for Memorial Day
Among those looking outside the U.S., Booking.com discovered that Americans are searching for Paris travel for May 23-30, with search volume up 8% over the same time last year. Paris was the most-searched-for international destination by American travelers across those dates, but Rome and Tokyo, which took the second and third spots, respectively, showed even larger jumps in demand over 2023 numbers; interest in Rome is up 34% over last year, and interest in Tokyo is up 45%.
Trends From Justfly.com
Trend 1: Top-Booked International Summer Flights
Online travel agency Justfly.com has looked at data (collected over 90 days in spring) for flights booked by Americans for travel between June 1 and Aug. 31, and the most-booked round-trip ticket is to Manila, Philippines. Coming in second is Lagos, Nigeria, followed by Ho Chi Minh City in Vietnam, Egypt’s Cairo and then London. In 2023, the top five spots went to Istanbul, London, Dubai, Turkey’s Antalya and Paris.
Trends From Pinterest
Trend 1: “Quiet Life” Travel is Trending
According to Pinterest’s Summer 2024 Travel Report, which looks at global user data from winter 2023 to winter 2024, people are using (and searching for) terms like “calm places” and “quiet life” at much higher rates year-over-year. Digital detox travel is also of interest, and use of terms like “village vibe,” “cabin in the mountains” and “forest walk” is increasing. Pinterest reports that trending “quiet life travel” destinations include Okinawa, Japan and the English countryside.
Trend 2: Pinterest Users Are Seeking Adventure
According to the study, use of the search terms “adventure activities” is up 45% from last year. Then, within that category, the following search terms showed the highest jump year-over-year: “luxury safari lodge” (up 110%), “water park rides” (170%), “train journey” (90%) and “hiking trail” (94%).
Trend 3: Road Trip-Related Searches Up for Gen Z
Pinterest users of Gen Z are looking for more affordable and spontaneous travel, and trips they can easily do with friends. Enter the road trip, which checks all of those boxes. Pinterest’s study shows that trending searches for Gen Z users include “what to bring on a road trip” (up 66% year-over-year), “road trip snacks” (up 65%), “places to go with friends list” (up 50%), “nature with friends” (up 50%) and “comfy road trip outfit” (up 250%). Pinterest names Jasper, Canada, as the top destination for Gen Z (up 155% year-over-year).
Trends from Allianz Partners
Trend 1: All Signs Point to Europe
In reviewing its own data, travel insurance provider Allianz Partners found that 34% more Americans are heading to Europe this summer, compared to 2023. When looking at travel bookings between Memorial Day and Labor Day, the top three destinations in Europe are London, Paris and Dublin, Ireland, respectively. Allianz also noted that Nice, France, has made its first appearance on the list, coming in at No. 10.
Trend 2: Orlando Tops the Domestic Chart
Allianz looked at more than six million flight bookings to better understand where U.S. travelers are heading domestically this summer (again from Memorial Day to Labor Day), and Orlando, Fla., tops the chart. Coming in as the second most-booked destination is Seattle, followed by Boston, New York City and Honolulu.
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Trend 3: Summer Spending is Up
Allianz’s latest Vacation Confidence Index indicates that American travelers are expected to collectively spend more than $220 billion on summer travel this year. Notably, that figure is 118% higher than summer spending in 2019. On average, American households will spend approximately $2,843 on summer vacations.
Trends From Matador Network
Trend 1: Travelers Consider Using AI Tools to Plan Summer Trips
According to a recent survey by Matador Network (the creator of GuideGeek, a free AI tool that provides travel assistance), nearly 51% of travelers say they might use AI tools to help them plan their summer trips. Respondents with kids were especially likely to do so (about 57%).
Trends From Hertz
Trend 1: Americans Will Travel—and Spend—More This Summer
According to a survey of U.S. adults conducted by Hertz, 52% of American travelers will travel more this summer than they did last summer, with the most popular destinations being the beach (40%), urban centers (34%) and small towns (30%). To make their vacations happen, 54% say they’ll spend more in 2024 than they did for summer 2023 travel.
Trends From Fora Travel
Trend 1: Demand for Spain is Up
Advisors with host agency Fora Travel looked at year-over-year numbers to determine summer booking patterns among its clientele. A key takeaway is that international travel is up (making up 58% of bookings for 2024, compared to 47% in 2023). Italy remained the most sought-after destination among Fora clients, while Spain overtook Greece this year, grabbing the second spot. Top cities booked in Spain are Barcelona, Madrid, Mallorca, Ibiza and Seville. Bookings for the latter city are 33.3% from last year.
RELATED: Fora Travel's Co-Founder, Henley Vazquez, on Bringing More Advisors Into the Industry
Trend 2: Interest in the South of France Jumps
No doubt fueled by the number of travelers heading to France for the 2024 Summer Olympic Games, Fora Travel reports a 76.6% jump in bookings to the south of France. Clients will visit the region of Provence, Alpes and Cote d'Azur.
Trends from the American Hotel & Lodge Association (AHLA)
Trend 1: Overnight Leisure Travel is Up
Arecent pollfrom AHLAconnected with more than 2,000 adults in the U.S., and the data shows that 61% of Americans plan to take overnight leisure trips this summer. Of those travelers, 34% will travel more than they did during summer of 2023, and 46% say they’ll book in hotel rooms for their accommodations (versus home rentals or camping spots, for example).
Trend 2: Inflation Is Impacting Traveler Decisions
Inflated prices in the U.S. are impacting how travelers hit the road, according to the survey. Data shows that in the next four months, inflation might reduce travelers’ chance of staying in a hotel (55%); reduce the chance of them traveling overnight (51%); reduce the chance of them traveling by air (46%); and reduce the chance of them renting a car (44%).
“This survey shows hotels are poised to benefit from a strong summer travel season, but it also underscores that inflation remains a stubborn obstacle to growth for our industry,” said Kevin Carey interim president and CEO of American Hotel & Lodge Association (AHLA). “As hoteliers continue to face serious economic challenges – including a nationwide labor shortage, high interest rates and aggressive federal regulatory efforts – AHLA will be fighting at all levels of government to overcome those obstacles on behalf of our members.”
Trends From Hilton.com
Trend 1: Hawaii Is Calling American Travelers
Hilton.com search data collected over 90 days shows that Hawaii is the most searched-for destination by Americans looking to travel this summer for five days or more. Cancun came in second in search volume and was followed by London, Orlando, Fla. and Myrtle Beach, S.C.
