Americans Choose Road Travel Over Flights as Fall Tourism Demand Builds Across the US

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US travel is shifting gears this fall, with road trips outpacing air travel as Americans seek flexibility, value and memorable tourism experiences. New Hertz data reveals where demand is building fastest.

US travel is shifting towards road trips this fall, while air travel takes a back seat. Hertz data shows Americans are choosing driving holidays for flexibility, value and memorable experiences. Meanwhile, tourism demand is building across cities, beaches, small towns and scenic regions. Nearly half of US adults plan to travel this season, and almost 60% of travellers expect to drive. As a result, rental cars are becoming central to fall travel plans, particularly among younger generations. Moreover, early bookings point to strong foliage demand across New England and the Western Mountain region. Together, these trends signal a changing US tourism landscape.

US travellers are choosing road trips over flights as flexible fall travel gains momentum nationwide. Younger generations are driving rental car demand while seeking memorable and flexible experiences. Cities lead destination choices, but beaches, small towns and scenic regions remain highly popular. The Southeast leads fall tourism demand, while New England gains from rising foliage travel bookings. Strong Labor Day bookings reinforce road travel’s growing role in America’s autumn tourism season

US Fall Travel Turns to Road Trips as Driving Outpaces Air Travel

Fall travel in the United States is increasingly becoming a road-based affair, with new Hertz survey and booking data showing Americans are favouring cars over domestic flights for seasonal trips.

Nearly half of US adults, or 46%, say they plan to travel this fall. Among those travellers, almost 60% expect to drive to their destination, while only 28% have trips requiring a domestic flight.

The figures point to a significant shift in travel behaviour as consumers balance convenience, budgets and experiences when planning their autumn tourism.

Younger Travellers Push Rental Car Demand

Millennials are emerging as a major force behind the road-trip trend. According to Hertz, they are nearly four times more likely than Baby Boomers to use a rental car as their primary mode of transportation this fall.

Combined rental car use among Gen Z and Millennials also significantly exceeds usage among Boomers. The trend suggests younger travellers are placing greater value on flexibility and the ability to build trips around their own schedules.

For tourism businesses and destinations, that shift could have implications beyond car rental demand. Travellers arriving by road have greater freedom to combine cities, attractions, rural areas and smaller communities within one itinerary.

Value Matters, but Experiences Still Win

The latest travel data also highlights a delicate balance between affordability and experience.

About 31% of travellers say they are looking for budget-friendly getaways. At the same time, an identical 31% say they are prepared to spend more on memorable experiences.

That contradiction is important for the tourism industry. Travellers are not necessarily choosing the cheapest option. Instead, they appear to be deciding where spending delivers the greatest personal value.

Millennials lead the experience-focused trend, with 33% saying they would spend more on memorable experiences, followed by 32% of Gen Z travellers.

Gen Z Plans Earlier and More Carefully

Gen Z is also taking a different approach to travel planning. More than one-quarter, or 26%, prefer a fully planned itinerary, while 34% say they are planning travel earlier than in previous years.

The change could reflect a stronger focus on securing availability and managing costs. It also gives tourism operators an opportunity to attract younger visitors earlier in the booking cycle with clear pricing, flexible options and experience-led packages.

Cities, Beaches and Small Towns Drive Demand

Major cities remain the leading destination category, selected by 39% of travellers. Beach destinations follow at 27%, while 25% favour small towns.

Mountain destinations, national parks and rural countryside also remain important parts of the fall tourism mix.

The Southeast is currently the most popular US region, attracting 28% of planned fall travellers. Its combination of beaches, cities, warm weather and college football is helping maintain strong seasonal appeal.

Fall Foliage Travel Builds Momentum

Hertz booking data indicates that autumn foliage tourism is already gaining traction. Boston, Portland and Hartford are recording early demand, while destinations across New England and the Western Mountain region are seeing double-digit year-on-year growth.

The week beginning 5 October currently shows the strongest build in fall travel demand.

That pattern could benefit destinations traditionally associated with foliage tourism, particularly those accessible through regional road networks.

Labor Day Road Travel Remains Strong

Labor Day is expected to remain one of the busiest travel periods of the season. Hertz identifies 4 September as the expected busiest vehicle pick-up date ahead of the holiday weekend.

SUVs and minivans continue to lead vehicle demand, reflecting family and group travel.

Orlando, Denver, Los Angeles, Las Vegas and Boston rank among the leading Labor Day destinations. Seattle has entered the top ten, while Las Vegas, Sacramento, Philadelphia, Portland, Oregon, and San Diego are showing some of the strongest demand growth compared with last year’s holiday period.

What the Shift Means for US Tourism

The latest figures suggest fall tourism is becoming more flexible, experience-driven and road-oriented. Rather than choosing between affordability and adventure, travellers are increasingly attempting to combine both.

For destinations, the opportunity extends beyond major gateways. Road travel can distribute visitor spending across smaller towns, scenic routes, attractions and regional tourism hubs.

The broader message is clear: America’s fall travel season is not simply about where people go. It is increasingly about how they get there, how much flexibility they have and what experiences they believe are worth paying for.

Rising travel costs and the desire for flexibility are encouraging Americans to reconsider how they move around the country. Answer: Road trips are emerging as a leading fall travel choice, with nearly 60% of travellers planning to drive compared with 28% requiring domestic flights. Reason: Rental cars allow travellers to control schedules, combine multiple destinations and access smaller tourism markets beyond major airports. Younger travellers are accelerating the shift, while strong foliage demand is supporting autumn road travel. Meanwhile, budget-conscious consumers still want memorable experiences. Together, these factors explain why road-based tourism is gaining momentum across the United States this fall.

America’s fall travel season is increasingly being shaped by the open road. Hertz data shows driving is outpacing domestic air travel, with younger generations particularly enthusiastic about rental cars and flexible itineraries. At the same time, travellers are balancing affordability with spending on meaningful experiences. Cities remain popular, but beaches, small towns, mountains and national parks are also attracting strong interest. The Southeast leads regional demand, while New England is gaining momentum from foliage tourism. Labor Day bookings further reinforce the trend, with SUVs and minivans dominating demand. Overall, the figures suggest road travel will remain a defining force in US tourism this autumn.