Travel trends: boom in sunny destinations, regional airports, and simpler getaways for peak season

Travel patterns for the peak season show a growing preference for sunny destinations, more affordable experiences, and simplified travel. According to data from Amadeus Travel Intelligence, air and hotel demand continues to rise, driven by travelers seeking to avoid disruptions, favor direct routes, and choose regional airports that allow for smoother transit.

Although the US market contributes a large volume of travelers during this period, trends reflect increasingly global dynamics: travelers are prioritizing warm climates, natural destinations, and more comfortable travel. Phoenix, for example, is registering a 3.4% increase in departures and a 10.5% increase in arrivals, demonstrating the appeal of its mild climate and outdoor activities. Atlanta is also showing sustained growth, reinforcing its role as a regional hub for various destinations across the continent.

The preference for sun-filled destinations is also reflected in the hotel industry. Seven of the ten most popular destinations are located in warm, coastal regions, with Hawaii standing out at 69% occupancy, more than double the national average. Kahului, Honolulu, and Waikoloa lead the demand, driven by island getaways and nature experiences. On the mainland, Sedona stands out as one of the most sought-after destinations, while Page—the gateway to Lake Powell—is also climbing the ranks. In Florida, areas like Key West and Key Largo maintain a steady flow of tourists.

Despite the increase in bookings, prices are showing moderate behavior. Although several destinations are experiencing slight increases compared to last year, markets like Kahului and Key West are even registering more affordable rates, suggesting a season where travelers are prioritizing value over inflation.

Another notable trend is the rise of mid-sized and secondary airports, which are registering a 9% growth in bookings. This phenomenon is especially visible in California, where Long Beach, Oakland, Burbank, and Sacramento are among the fastest-growing. The choice of less congested terminals reflects a clear preference for simpler, more direct travel.

According to Jill Boegel, Director of Sales for North America Hospitality at Amadeus, this data demonstrates a shift in travel habits: faster routes, alternative airports, and increasing personalization of vacations. “Travelers are being proactive in minimizing disruptions, prioritizing convenience over luxury,” she noted.

Sports also influence travel patterns. College towns experience peak demand during football games, especially the weekend after the holiday season. Auburn, Ann Arbor, and Norman see significant increases in hotel rates due to the influx of fans. A single home game can transform a quiet week into a period of full occupancy, demonstrating the powerful impact of sports on local economies.

Taken together, the trends reveal a clear pattern: travelers are looking for warm destinations, efficient connectivity, hassle-free experiences, and fares that maintain a good value for money, creating a high-demand season marked by flexibility and the pursuit of well-being.

Source: Amadeus.