Hertz Data Shows Road Trips Set to Dominate Fall Travel as Millennials Lead the Shift
Fall travel is emerging as a season defined by flexibility, exploration and the freedom of the open road, with new data from Hertz revealing that road trips are poised to play a major role in Americans’ travel plans. As travelers balance rising costs with their desire to create meaningful experiences, driving is increasingly becoming the preferred way to reach fall destinations.
According to new survey findings from Hertz, nearly half of U.S. adults, or 46%, plan to travel during the fall season. Among those travelers, almost 60% expect to drive to their destinations, compared with just 28% whose plans involve a domestic flight. The figures point to a strong preference for ground transportation, particularly among younger generations that value flexibility and the ability to customize their journeys.
Millennials are at the forefront of this shift. The generation is nearly four times more likely than Baby Boomers to identify a rental car as their primary mode of transportation for fall travel. When Gen Z and Millennials are considered together, their combined use of rental vehicles significantly exceeds that of Boomers. The trend suggests that younger travelers are increasingly viewing rental cars not simply as transportation but as an important part of the overall travel experience.
Road Trips Become a Preferred Fall Travel Option
The growing popularity of road trips reflects broader changes in how Americans approach vacations. Travelers are no longer necessarily looking for the fastest way to reach a destination. Instead, many are interested in having greater control over their schedules, making spontaneous stops and exploring destinations that may be difficult to reach by air.
Driving can provide travelers with the flexibility to adjust their plans along the way. A road trip can incorporate scenic routes, small towns, restaurants, outdoor attractions and other experiences that might otherwise be missed during a conventional flight-based trip.
This flexibility appears particularly attractive to Millennials and Gen Z. Younger travelers are showing a willingness to spend on experiences while also paying close attention to value. For many, a road trip can combine both priorities by turning transportation itself into part of the vacation.
The data also indicates that travelers are approaching the fall season with a careful balance between affordability and experience.
Travelers Balance Value With Memorable Experiences
Budget considerations remain an important factor in fall travel decisions. Nearly one-third of Americans surveyed, or 31%, say they are looking for budget-friendly getaways. At the same time, an identical 31% say they are willing to spend more for memorable experiences.
The finding highlights a significant shift in consumer behavior. Travelers are not necessarily focused exclusively on finding the cheapest possible vacation. Instead, they appear to be evaluating whether their spending will deliver meaningful experiences and lasting memories.
This approach is especially pronounced among younger travelers. Millennials are the generation most likely to say they are willing to spend more on memorable experiences, with 33% expressing that preference. Gen Z follows closely at 32%.
For travel companies, the trend represents an opportunity to appeal to consumers by emphasizing both value and experience. Travelers may be willing to spend more when they believe the additional cost will improve their overall journey.
Rental cars can play an important role in that equation. A suitable vehicle can provide additional comfort, storage and flexibility while allowing travelers to visit multiple destinations during a single trip.
Millennials and Gen Z Lead the Experience Economy
The travel habits of Millennials and Gen Z are helping shape what could become one of the defining characteristics of fall travel: prioritizing experiences over simply reaching a destination.
Millennials, in particular, are demonstrating a strong preference for meaningful travel experiences. Their willingness to spend on memorable activities suggests that travel decisions are increasingly influenced by what consumers can do and experience rather than simply where they can stay.
Gen Z is also contributing to the experience-driven travel market, but its planning behavior reveals another important development.
Gen Z Takes a More Structured Approach to Travel
While older generations may be more comfortable with loosely planned vacations and spontaneous decisions, Gen Z appears to be taking a more organized approach to travel.
More than one-quarter of Gen Z travelers, or 26%, say they prefer a fully planned itinerary. In addition, 34% say they are planning their trips earlier than they did in previous years.
This behavior suggests that younger travelers are combining their desire for experiences with a greater focus on preparation. Planning earlier can help travelers secure preferred accommodations, transportation and activities while potentially giving them more opportunities to manage costs.
The trend also demonstrates that younger consumers are not necessarily choosing between spontaneity and organization. Instead, they may be using detailed planning as a way to create more opportunities for meaningful experiences once they arrive at their destination.
Cities, Beaches and Small Towns Attract Fall Travelers
Destination preferences also reveal a diverse picture of fall travel. Major cities rank as the most popular destination category, with 39% of travelers identifying urban destinations as their preferred choice.
Cities offer a combination of entertainment, dining, shopping, cultural attractions, sporting events and nightlife, making them attractive to travelers looking for variety. At the same time, travelers continue to seek relaxation and scenic experiences.
Beach destinations rank second, with 27% of respondents planning to visit them during the fall. Small towns follow closely, attracting 25% of travelers.
The popularity of small towns is particularly relevant to road-trip culture because many smaller communities can be reached more easily by car than by air. These destinations can also provide travelers with opportunities to experience local restaurants, seasonal festivals, scenic landscapes and regional attractions.
Mountain destinations, national parks and rural countryside locations are also expected to attract fall travelers, reinforcing the importance of scenic and outdoor experiences during the season.
Southeast Leads Regional Fall Travel
The Southeast is emerging as the most popular U.S. region for fall travel, with 28% of travelers planning to visit the area.
The region offers a combination of attractions that appeal to different types of travelers. Beaches provide opportunities for relaxation, while major cities offer entertainment and cultural experiences. Warm weather can also remain attractive as temperatures begin to cool in other parts of the country.
College football is another potential draw during the fall season, bringing travelers to cities and towns across the region.
The popularity of the Southeast demonstrates that fall travel is not limited to traditional foliage destinations. Travelers are seeking a broad mix of climates, landscapes and activities.
Fall Foliage Travel Gains Momentum
Although the Southeast is leading overall regional demand, fall foliage travel is also building momentum. Hertz booking data indicates increasing early demand in destinations such as Boston, Portland and Hartford.
Other locations across New England and the Western Mountain region are recording double-digit year-over-year growth in travel demand. These trends suggest that travelers are beginning to plan foliage-focused road trips earlier, particularly as peak viewing periods can be limited.
The week of October 5 is currently showing the strongest buildup in fall travel demand, according to Hertz booking trends.
For travelers interested in autumn colors, early planning can be especially important. Popular destinations can experience increased demand during peak foliage periods, making vehicle availability and accommodation planning more significant.
Labor Day Remains a Major Travel Period
The Labor Day holiday weekend continues to represent one of the busiest periods of the fall travel season.
Hertz booking trends indicate that September 4 is expected to be the busiest vehicle pickup date leading into Labor Day weekend. The strong demand highlights the continuing importance of road travel during holiday periods.
SUVs and minivans remain the most popular vehicle categories, reflecting continued demand from families and groups. These vehicle types offer additional passenger capacity and cargo space, making them particularly suitable for longer road trips.
The leading Labor Day destinations based on demand include Orlando, Denver, Los Angeles, Las Vegas and Boston.
Seattle has also entered the top ten destinations this year, while Las Vegas, Sacramento, Philadelphia, Portland, Oregon, and San Diego are showing some of the strongest growth compared with Labor Day travel last year.
The changes demonstrate that established travel hubs continue to attract large numbers of visitors while emerging destinations are gaining momentum.
Choosing the Right Vehicle for the Journey
As road trips become more popular, selecting the right vehicle can become an important part of the travel planning process.
Travelers heading into mountainous areas or scenic backcountry routes may prefer vehicles designed for different road conditions, while families may prioritize passenger capacity and cargo space.
Hertz offers a range of vehicles aimed at different travel styles, including models such as the Jeep Wrangler, Jeep Wagoneer, Ford Bronco and INEOS Grenadier.
The availability of different vehicle categories allows travelers to match their transportation choices with their destination and planned activities. A fall foliage trip, for example, may require different vehicle priorities than a city-to-city vacation or a family holiday.
Technology Becomes Part of Travel Planning
Technology is also playing an increasingly important role in the travel-planning process.
Hertz is encouraging travelers to use its plugin in ChatGPT to compare vehicle options, explore available services and receive recommendations based on individual travel plans. The technology is designed to help travelers navigate transportation choices before moving into the booking process on Hertz.com.
The development reflects a wider trend toward using artificial intelligence to simplify travel planning. Instead of searching through multiple sources separately, travelers can increasingly use digital tools to organize information and identify options based on their specific needs.
For travelers planning road trips, this can be especially useful because a successful itinerary may require coordinating destinations, vehicle types, driving routes and activities.
Shoulder Season Offers Additional Opportunities
As demand builds throughout the fall, travelers are also looking for ways to control costs.
Hertz’s September Flash Sale provides an opportunity for eligible travelers to save on vehicle rentals. The promotion offers 20% off most vehicle classes for qualifying bookings made from September 7 through September 13, with pickups available through December 15.
Such promotions may appeal to travelers who are planning foliage trips, weekend getaways or early holiday travel. Booking ahead can also provide travelers with greater choice when it comes to vehicle categories and travel dates.
The Road Ahead for Fall Travel
The latest Hertz findings illustrate a broader transformation in how Americans are approaching seasonal travel. Nearly half of U.S. adults plan to travel this fall, and road transportation is clearly emerging as a dominant component of those journeys.
Millennials and Gen Z are particularly influential in this shift. Millennials are embracing rental cars and demonstrating a strong willingness to invest in experiences, while Gen Z is combining experience-focused travel with earlier and more structured planning.
At the same time, travelers across generations are balancing two seemingly competing priorities: controlling costs and creating memorable experiences. The result is a travel environment in which consumers are looking for value but are willing to spend when the experience feels worthwhile.
The popularity of cities, beaches, small towns, mountains and national parks also shows that there is no single definition of the ideal fall getaway. Some travelers are looking for urban excitement, while others want scenic drives, outdoor adventures or quiet small-town experiences.
With Labor Day demand remaining strong and foliage destinations already showing increased interest, the fall travel season appears set for a busy period on the road. For travelers, the trend offers an opportunity to turn transportation into part of the adventure rather than simply a means of getting from one destination to another.
Hertz’s fall travel data combines the company’s internal booking trends with a Morning Consult survey of 2,001 U.S. adults conducted August 11–13, 2026. Together, the findings point toward a season in which flexibility, experience, preparation and value will influence how Americans travel—and where the road itself becomes an important part of the journey.
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