Global vacation rental marketplace uses search, price, and survey data
to uncover the upcoming season’s top destinations, key trends,
and tips for changing traveler priorities.
BERLIN, GERMANY – HomeToGo, the SaaS-enabled marketplace of vacation rentals, released its 2024 Summer Travel Forecast,revealing the vacation preferences and plans of U.S. travelers for the warmer months. According to HomeToGo’s 2024 Summer Travel survey, 76% of Americans have summer trips planned, and 50% indicate that they will go on more vacations in comparison to last year.
Where is hot for summer 2024? The most in-demand destinations, and affordable up-and-coming spots to watch:
Beach retreats are the top priority for the majority of U.S. travelers, with 70% of Americans planning to visit coastal locations this summer. This is followed by city breaks (58%), national park and wilderness area retreats (56%), mountain escapes (50%), and visits to rural towns and communities (42%). HomeToGo’s traveler demand data reflects these preferences: beach destinations rank as eight of the 10 most in-demand U.S. locations for summer 2024, with major cities taking all 10 spots in the list of the top-searched international destinations.
Cost remains the key element in the location selection process for American travelers, with almost one-third (32%) stating that price is the most important factor in their choice of vacation destination, overtaking activities and experiences (25%) and weather (19%). Using exclusive search and accommodation price insights, HomeToGo has pinpointed a selection of up-and-coming U.S. and international destinations in which travelers can still find great value during summer 2024.
Sustainability, as well as spending, is a top determinant when it comes to Americans’ choice of vacation location for summer 2024, with 39% traveling to destinations closer to home this year with climate change in mind. Looking at vacation plans for this summer in comparison to last year, Americans will be journeying on average 518 miles fewer to reach their destination, covering 1,180 miles in 2024 versus 1,698 miles in 2023.
The 10 Most In-Demand Destinations amongst American Travelers for Summer 2024
(based on searches via HomeToGo.com with a check-in date between June 20, 2024 – September 22, 2024)
Domestic Destinations
International Destinations
#1 Destin, Florida
#1 London, England (UK)
#2 Myrtle Beach, South Carolina
#2 Paris, France
#3 Gulf Shores, Alabama
#3 Barcelona, Spain
#4 Hilton Head Island, South Carolina
#4 Amsterdam, The Netherlands
#5 Panama City Beach, Florida
#5 Dublin, Ireland
#6 Gatlinburg, Tennessee
#6 Rome, Italy
#7 Orange Beach, Alabama
#7 Málaga, Spain
#8 Pigeon Forge, Tennessee
#8 Edinburgh, Scotland (UK)
#9 Virginia Beach, Virginia
#9 Vancouver, Canada
#10 San Diego, California
#10 Lisbon, Portugal
Myrtle Beach, South Carolina.
Top 10 Affordable, Up-and-Coming Destinations, Ranked by Search Increase
(year-on-year search uplift, median price per night for a vacation rental during summer 2024)
Domestic Destinations
International Destinations
#1 Maumee Bay State Park, Ohio (+438%, $135)
#1 Sapporo, Japan (+757%, $123)
#2 North Cascades National Park, Washington (+340%, $173)
#2 Rethimno, Greece (+717%, $143)
#3 Mountain View, Arkansas (+308%, $193)
#3 Limerick, Ireland (+676%, $140)
#4 Bay City, Michigan (+265, $186)
#4 Vodice, Croatia (+603%, $140)
#5 Lake Worth, Florida (+126%, $177)
#5 Vlorë, Albania (+598%, $110)
#6 Johnson City, Tennessee (+101%, $197)
#6 Ferrara, Italy (+511%, $108)
#7 Port Washington, Wisconsin (+84%, $183)
#7 Münster, Germany (+450%, $119)
#8 Roanoke, Virginia (+81%, $166)
#8 Costa Calma, Spain (+448%, $126)
#9 Grayling, Michigan (+67%, $120)
#9 Vilnius, Lithuania (+429%, $96)
#10 Allatoona Lake, Georgia (+54%, $175)
#10 Essaouira, Morocco (+283%, $84)
Why are Americans traveling in summer 2024? The season’s defining trends and vacation motivations:
Gig-tripping Goes International for the Eras Tour: “Gig-tripping” is here to stay for the 2024 summer season. 41% of Americans will travel to attend a music event, with Taylor Swift’s Eras Tour leading as the top reason. Following the announcement of the singer-songwriter’s European shows in June 2023, cities such as Lyon, Dublin, and Liverpool registered staggering search increases of 174%, 195%, and 669% respectively for vacation rental stays around the performance dates.
Sports-loving Americans are Game to Travel: Sports fans are also getting in on the travel action. 43% of Americans indicated that they will take a vacation to visit a sporting event in summer 2024, notably for the UEFA EURO 2024 and Paris Olympics. HomeToGo registered a +122% year-on-year search increase for vacation rental stays in Paris during the dates of the big games (July 26, 2024 – August 11, 2024).
Silent, Celestial, Psychedelic Trips on the Rise: Outside of arenas and stadiums, Americans will be embracing the outdoors in summer 2024, with almost half (49%) stating that they have adventure tourism planned for the season ahead. Silent, celestial, and psychedelic trips are also on the agenda, with 47% of U.S. travelers eager to visit tranquil destinations for unplugged experiences, 35% indicating an interest in astrotourism, and 32% intrigued by the idea of traveling to experience psychedelics safely or legally.
How are U.S. travelers planning trips for 2024? From attitudes towards AI, to planning priorities and pet peeves:
AI-enhanced Vacation Planning Reaches All-time High: U.S. travelers are increasingly seeing artificial intelligence as a key tool, with 62% reporting that they are likely to use AI to support vacation planning for summer 2024. This represents a notable shift in attitude from 2023, when less than half (44%) of Americans stated that they were able to imagine themselves using AI to plan a trip within the next five years. Vacationers increasingly expect AI to be able to assist with all stages of travel planning, from finding the perfect accommodation (72%), to activity and itinerary ideas (71%), and arranging transport (63%).
Cool-cations Gain Traction with Temperate Travelers: 46% of Americans stated that they will opt for travel during the off-peak periods in summer 2024, with 39% planning to take trips at different times to avoid extreme weather such as heat waves. Bad weather is seen as a key concern, selected as the top vacation disruptor by 31% of U.S. vacationers, ahead of unsatisfactory/inadequate accommodation (28%), overcrowded destinations for (20%), underwhelming experiences (12%), and arguments within one’s travel group (9%).
Hidden Fees Rank as the Biggest Vacation Pet Peeve: Hidden costs such as taxes and fees are the most commonly encountered pet peeve for Americans, selected as the top concern by 31% of U.S. travelers when booking rentals. This was ahead of accommodation cleanliness (20%), sharing a space with strangers (18%), and the misrepresentation of amenities and/or location (16%).
