by Mia Taylor
Last updated: 3:00 PM ET, Wed August 19, 2026
Fall is just around the corner and not a moment too soon for those of us melting amid the record summer temperatures.
Heat aside (or maybe in an effort to escape it), the planet’s globetrotters haven’t wasted a moment planning fall getaways. New survey data from Hertz shows nearly half of U.S. adults (46%) intend to travel this fall, with road trips significantly outpacing air travel.
In addition to planning road trips, many travelers this fall will be focused on value, but without giving up on the experiences that make travel so memorable. The same Hertz survey found that nearly one-third (31%) of travelers said they're seeking budget-friendly getaways, while an identical share (31%) are willing to spend more on memorable experiences – suggesting travelers are carefully weighing value against adventure, rather than simply defaulting to the cheapest option.
But not all travelers are willing to spend equally for those special moments. According to Hertz, millennials and Gen Z are driving the so-called ‘experience economy.’ Meaning: millennials are the generation most likely to say they’re willing to spend more on memorable experiences (33%), followed closely by Gen Z (32%).
Another notable observation surfaced by the Hertz survey is that Gen Z is very much leaning into structured travel, with more than one-quarter (26%) stating that they prefer a fully planned itinerary. That's a notable contrast to older travelers, who are more likely to embrace loose plans when traveling and figure things out as they go. (Raising hand in favor of this version of travel)
Some additional takeaways surrounding fall travel include:
City escapes, beach getaways and small-town charm top the travel to-do list. Major cities rank as the most popular destination type (39%), followed by beach destinations (27%) and small towns (25%), highlighting travelers’ desire for both energy and relaxation. Mountain destinations, national parks and rural countryside escapes also remain popular choices.
The Southeast emerges as fall’s most popular region. More than one-quarter of travelers (28%) plan to visit the Southeast this fall, making it the season’s most popular region. The mix of beaches, vibrant cities, warm weather and college football continues to draw travelers.
Fall foliage travel is building momentum. Hertz’s booking trends show early demand building in Boston, Portland and Hartford, while destinations across New England and the Western Mountain region are experiencing double-digit year-over-year growth. The week of October 5 is currently showing the strongest demand build for fall travel.
Boston's Fenway Park is one of the most iconic and legendary stadiums in the country. (Photo Credit: Courtesy AdobeStock)
Lore-tripping, weekending and ground hopping
Hertz is not the only travel industry brand making its big reveal this week with regard to emerging fall travel trends. Airbnb also released its annual fall trends report, indicating that this fall may give rise to such developments as “Lore-Tripping” and “Groundhopping.”
Let’s start with Lore-Tripping first, shall we?
It seems this is a trend among Gen Z travelers, and it involves exploring quirky, colorful, under-the-radar small towns in the United States that may offer unique history or a hidden-gem appeal. Travelers visiting these places are trading long vacations for weekend getaways.
About 90% of Gen Z travelers say small towns and under-the-radar destinations appeal to them this fall - with affordability, authentic local culture, and offbeat attractions cited as the biggest draws, says the Airbnb report.
Some of the unique or lesser-known destinations highlighted by Airbnb as part of this travel trend development include Twentynine Palms, CA; Gibsonton, FL; Bemidji, MN; Leavenworth, WA; Helen, GA; Hot Springs, AR; Wildwood, NJ; Williams, AZ; Point Pleasant, WV, and Rapid City, SD.
Moving on to Groundhopping, this trend involves travelers visiting famous stadiums and arenas, where the venue itself is as much the draw as what's on the calendar - whether a tour stop or a rivalry game. It's part of a broader trend of fans traveling globally to check bucket-list venues off their list.
Notable venue destinations being swept up in this trend include Tuscaloosa, AL; Boston, MA; Green Bay, WI; Los Angeles, CA; Nashville, TN; and Arlington, TX. On the international front think: Mexico City, Mexico; London, United Kingdom; Toronto, Canada; Bangkok, Thailand.
And finally, (as it has always been), Fall 2026 will be another season of “weekending.” Some 60% of travelers are planning a weekend getaway this fall, according to Airbnb.
Who can blame them? With dazzling fall colors blanketing many regions of the country and (hopefully) cooler temperatures, fall can’t come soon enough.
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