RateHawk Reveals Powerful Summer Travel Surge as North American Travellers Flock to Europe’s Historic Destinations, Discover Iceland’s Rising Coolcation Trend and Explore Australia’s Long-Haul Adventure Experiences

Written By: Ricky Acharjee

Ricky Acharjee

I am travel writer at Travel And Tour World with 3 years of experience covering global tourism, aviation, hospitality, and destination news. Dedicated to accurate reporting and compelling storytelling, Ricky explores the trends, innovations, and developments shaping the international travel industry while delivering engaging insights for travellers and industry professionals.

See Full Bio

July 9, 2026 23:09 GMT+5:30

Image generated with Ai

RateHawk, a global B2B travel booking platform offering accommodation, flights, transfers, and car rental services, has revealed the latest summer travel patterns among travel advisors and their customers. The company’s data highlights a continued appetite for international holidays, with travellers from North America showing strong interest in traditional European destinations while increasingly exploring long-haul destinations such as Iceland and Australia.

European cities and countries with rich histories, cultural landmarks, famous attractions, and diverse experiences remain among the most preferred choices for travellers from the United States. At the same time, demand is expanding beyond traditional holiday routes, with more visitors searching for unique experiences, cooler climates, and destinations offering new adventures.

Despite challenges affecting global travel, including geopolitical uncertainty in the Middle East and the introduction of the European Union’s new border management system, international travel demand continues to demonstrate resilience. According to RateHawk’s booking data, global summer travel bookings have increased by 20% compared with previous periods.

The United States and Canada are currently among the strongest markets for summer travel bookings. The upcoming FIFA World Cup has also contributed to increased interest, encouraging both domestic and international visitors to plan journeys connected with major events, tourism experiences, and city exploration.

Japan remains a leading destination in Asia, maintaining its position as one of the most popular choices among North American travellers. The country’s combination of modern cities, traditional culture, natural landscapes, and unique experiences continues to attract visitors throughout the year.

Europe continues to dominate international travel preferences, with Italy, Greece, Spain, France, the United Kingdom, Germany, and Switzerland ranking as the most booked European destinations through travel advisors in the United States.

Iceland is emerging as one of the fastest-growing destinations despite remaining outside the top ten most-booked locations. The country has recorded a significant increase in demand, with bookings rising by as much as 47% compared with the previous summer season. The growth reflects the increasing popularity of the “coolcation” trend, where travellers choose destinations with milder temperatures and refreshing climates during the summer months.

Spain and Portugal are also experiencing strong growth as American travellers increasingly select these countries for summer holidays. Spain attracts visitors seeking Mediterranean beaches, historic cities, and cultural experiences, with travellers spending an average of around $288 per night for approximately four-night stays. Portugal is also gaining popularity, with visitors spending an average daily accommodation rate of about $328 for stays averaging three nights.

Germany continues to play an important role in European tourism due to its strong connectivity, cultural heritage, major cities, and position as a key travel hub. The country remains a preferred destination for visitors from the United States, offering a mix of historic attractions, modern urban experiences, and easy access to neighbouring European markets.

Among long-haul destinations, Australia is witnessing rising demand from American travellers. The increase has been supported by the introduction of new direct flight connections between the United States and major Australian cities, making travel between the two countries more convenient.

Australian tourism data has previously shown strong growth from the US market, with the number of American visitors increasing significantly compared with previous years. Travellers visiting Australia are mainly choosing major cities such as Sydney and Melbourne, with average accommodation spending reaching around $150 per night. Visitors typically spend about four nights in Sydney and three nights in Melbourne during their trips.

Brazil stands out among the most-booked international destinations as the most affordable accommodation market for North American travellers. The country records an average daily accommodation rate of approximately $116, with visitors typically staying around four nights. Brazil’s combination of beaches, nature, culture, and competitive travel costs continues to attract budget-conscious international tourists.

On the opposite end of the pricing spectrum, Switzerland remains the most premium destination among the leading international markets. Accommodation rates in the country average around $619 per night, with travellers usually booking stays of approximately three nights. Switzerland’s luxury tourism appeal, scenic landscapes, alpine experiences, and high-quality hospitality continue to attract premium travellers.

Across the most-booked international destinations, the average daily accommodation rate during the peak summer season stands at approximately $421. This represents a 5% increase compared with the previous year. The average length of stay remains around three nights, reflecting continued demand for shorter but higher-value international trips.

The latest RateHawk findings indicate that North American travellers are continuing to prioritise international exploration despite global uncertainties. Europe remains the strongest attraction due to its cultural depth and accessibility, while emerging destinations such as Iceland and Australia highlight a broader shift towards unique experiences, cooler climates, and long-distance adventures.

Astrid Kastberg, Managing Director at RateHawk, comments: “Despite a range of challenges
this season, including the ongoing jet fuel crisis and Middle East conflict, demand for summer
travel remains strong. RateHawk’s diverse supply has enabled travel agents to stay flexible and
responsive. Since the beginning of the year, we have built strong direct partnerships with more
than a hundred hotels across Europe, Latin America, and other key markets. This ongoing
expansion allows us to meet the evolving needs of our partners and their clients, ensuring
excellent options are always available, no matter the destination.”