Trendspotting: Summer 2026 Travel

Summer has historically been the busiest travel season of the year. While many travelers are keeping a closer eye on their budgets this year, they aren’t giving up vacations entirely. Instead, they’re traveling smarter, prioritizing meaningful experiences, opting for road trips and shorter getaways, seeking out hidden gems, and making every dollar count.

 

To see what summer trends look like beyond the headlines, we asked the MassMedia team to weigh in. Here’s what’s capturing our attention.

 

“I’ve noticed that travel has become more of a priority than buying material things. I just returned from a trip to the United Kingdom to visit my sister who lives in northern Scotland, which allowed me to finally see a place that’s been on my bucket list for years. We have family living in Europe during summer, so we turned it into a bigger trip by meeting up in London to explore. I feel like more people are treating travel as an investment in memories and experiences rather than possessions, and I totally get it!” – Alyssa Grock, Senior Account Executive, Integrated Marketing

“Zara Larsson is the soundtrack of summer and her aesthetic is the ultimate hot girl European vacation. Her pop songs celebrate girls coming together for sun-soaked adventures, seaside cocktails, late-night dancing, and making memories. It’s a celebration of friendship, confidence, freedom, and the kind of summer that feels straight out of a dream.” – Jacki Doroshow, Paid Media Intern

“I’m traveling this summer with some friends to see my favorite WNBA team play at their field house. Just like FIFA World Cup travelers visiting the Americas from around the world, many are using sporting events as the centerpiece to build their vacations around.” – Mariana Weber, Senior Social Media Strategist

“I tend to base my summer travel plans around not only seeing family and friends but attending some great shows. This summer, I went to the Kilby Block Party in Salt Lake City to see some of my favorite bands and later this summer I’ll be traveling to Minneapolis and St. Paul for the Minnesota Yacht Club music festival.” – Sean Kenny, Assistant Account Executive, PR

“I recently took a trip to a tiny mountain town in California called Idyllwild. It is a super small town with one grocery store and one gas station. I can safely say it was one the best trips I’ve taken in years. I’m drawn to environments where I can relax and have a laid back experience that is  close to home, because who can afford insane airfare prices in this economy?” – Mikayla Corgan, Media Coordinator

“Earlier this summer I attended a family reunion in Cloudcroft, New Mexico. Not only was it amazing getting out of the heat and enjoying the stunning mountain setting, but it was so much fun getting to spend time with my extended family and reconnect with people I haven’t seen in years. Multi-generational travel has continued to trend in recent years and I understand why, it’s great getting to visit someplace new with people you don’t get to see everyday.” – Jenn Smulo, Director of Consumer Public Relations

“An interesting new travel trend I’ve noticed is grocery store tourism. People are planning trips, or detours, to check out unique places to shop. Buc-ees has become a social media phenomenon in the United States. Eataly has long been a destination people sought out. Japan’s 7-Eleven’s have a cult following. But, I’ve started visiting unique destinations like Cincinnati’s Jungle Jim’s International Marketplace and Stew Leonard’s in the Northeast, which combine a grocery store with an attraction.” – Alexis Cordell, Account Supervisor, Integrated Marketing