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.

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

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

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.

Labor Day Travel by the Numbers

Labor Day remains one of the busiest travel weekends of the year. Hertz booking trends show:

  • September 4 is expected to be the busiest vehicle pickup date leading into Labor Day weekend.

  • SUVs and minivans remain the most popular vehicle categories, reflecting continued demand for family and group travel.

  • Top Labor Day destinations based on demand include Orlando, Denver, Los Angeles, Las Vegas and Boston.

  • Seattle broke into the top ten destinations this year, while Las Vegas, Sacramento, Philadelphia, Portland (Ore.) and San Diego are experiencing the strongest growth in demand compared with Labor Day travel last year.

Smart Moves for Fall Travel

With demand building throughout the season, Hertz recommends a few simple ways travelers can make the most of fall travel:

  • Match Your Vehicle to Your Adventure. Whether you’re leaf peeping or exploring mountain roads, choose a vehicle that makes the journey memorable. Hertz offers options like a Jeep Wrangler, Jeep Wagoneer, Ford Bronco and INEOS Grenadier, combining standout style and plenty of room for passengers and gear.

  • Let AI Help Plan Your Trip. Travelers looking for guidance can use the new Hertz plugin in ChatGPT to compare vehicle options, explore available services and receive personalized recommendations based on their travel plans before seamlessly booking on Hertz.com.

  • Take Advantage of Shoulder-Season Savings. Hertz’s September Flash Sale offers 20% off most vehicle classes for bookings made September 7–13, with pickups through December 15 – helping travelers plan everything from foliage road trips to holiday getaways.*

The Hertz fall travel release combines Hertz internal booking data with a Morning Consult survey of 2,001 U.S. adults conducted August 11-13, 2026.

*Discount applies to Pay Later base rate only. Additional terms & exclusions apply.

About Hertz

Hertz Global Holdings, Inc. is one of the world’s leading car rental and mobility solutions providers. Its subsidiaries, including The Hertz Corporation, and licensees operate the Hertz, Dollar, Thrifty, and Firefly vehicle rental brands, with approximately 11,000 rental locations in 160 countries around the globe. The Company also operates the Hertz Car Sales brand, which offers a range of quality, competitively priced used cars for sale online and at locations across the United States, and the Hertz 24/7 car-sharing business in Europe. The Company’s operating affiliate, Oro Mobility, provides integrated driver-led and autonomous fleet management solutions across a range of mobility segments. For more information about Hertz, visit www.hertz.com.

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