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Hertz Data Shows Road Trips Will Dominate Fall Travel as Millennials Fuel the Trend

Business Wire

Road trips outpace air travel this season as new survey and booking data reveal where and when America is traveling

ESTERO, Fla., August 19, 2026--Fall travel is shaping up to be a season of the open road. New survey data from Hertz shows nearly half of U.S. adults (46%) plan to travel this fall, with road trips significantly outpacing air travel.

Nearly 60% of travelers plan to drive to their destination, compared with just 28% whose trip requires a domestic flight. Millennials are leading the trend, proving nearly four times more likely than Baby Boomers to use a rental car as their primary mode of transportation this fall, and combined rental car usage among Gen Z and Millennials far outpaces Boomers – a sign that these generations are choosing the flexibility of a rental over rigid flight itineraries.

More key trends shaping travel plans this season:

  • Travelers Want Value Without Giving Up Experiences. Americans are balancing budgets with memory-making this fall. Nearly one-third (31%) say they are seeking budget-friendly getaways, while an identical share (31%) is willing to spend more on memorable experiences – suggesting travelers are carefully weighing value against adventure rather than defaulting to the cheapest option.

  • Millennials and Gen Z are Driving the Experience Economy. Millennials are the generation most likely to say they're willing to spend more on memorable experiences (33%), followed closely by Gen Z (32%) – together prioritizing meaningful moments over simply finding the lowest price.

  • Gen Z is Rewriting the Rules of Travel Planning. While older travelers are more likely to embrace loose plans and figure things out as they go, Gen Z stands out for taking a more structured approach. More than one-quarter (26%) prefer a fully planned itinerary, and 34% are planning travel earlier than in prior years, suggesting younger travelers are prioritizing preparation, value and availability.

  • City Escapes, Beach Getaways and Small-Town Charm Top the 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 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.

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