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Q2 Traveler Insights: Summer demand is heating up

Explore the latest trends and travel insights from our exclusive Q1 2026 first-party data.

author
Richard Kocher

May 12, 2026

2026 began with a clear signal of intent: Travelers were ready to plan their seasonal adventures. Whether it’s the annual spring break rush or high-stakes demand for the summer’s big soccer tournament, the year ahead promises significant scale. However, geopolitical unrest in the Middle East is already posing challenges across the travel industry.  

 

In this Q2 update, we unpack where search demand is growing, how planning windows are shifting, and what you can do now to capture both early planners and last-minute bookers.

Searches climb while unrest reshapes demand

As travelers started to plan their itineraries, Q1 brought a 10% increase in searches over Q4 2025, with the biggest rise (20%) coming from Europe, the Middle East, and Africa (EMEA).*

 

The first week of the new year proved particularly popular for travel planning, showing the strongest week-over-week (WoW) search gains of the quarter (10%). On the other hand, search demand softened slightly in the second half of March. This was likely a result of ongoing geopolitical tension in the Middle East and its impact on both the cost of travel (due to rapidly rising fuel prices) and traveler confidence. The same effect showed up in broad year-over-year (YoY) search declines to Middle East destinations during that period.

 

Elsewhere, search volumes in Latin America (LATAM) also slowed between the week of February 23 and March 2, likely due to significant disruption at several Mexican airports during that period. The airports affected included Guadalajara (GDL) and Puerto Vallarta (PVR).

Takeaway

Navigate uncertainty with Expedia Group insights

In the current environment of unpredictable demand, you can use Partner Central’s Data & Insights, Rev+, and Portfolio Performance dashboards to track forward-looking demand signals and events data. You can also leverage our upcoming sales and visibility boosters to hold on to stronger dates and spark traveler interest on less popular ones. 

Search windows shift over time

As is typical with Q1 seasonal patterns when travelers began planning their spring and summer trips, searches increased in longer-term windows such as the 91-180-day window (+35%), 61-90-day window (+10%), and 181+-day window (+10%). This trend was particularly true for domestic trip planning, which saw a 60% increase in searches in the 91-180-day window.  

 

At the regional level, EMEA showed the most pronounced quarter-over-quarter (QoQ) future planning shift, with the 91-180-day share rising 70%, while the Asia-Pacific region (APAC) also stood out in the 181+ day window, increasing by 40%. 

   

However, when comparing YoY data trends, the strongest increases were in the 7-13-day search window (+25%), showing that travelers were planning much shorter-term than they traditionally had in Q1. The strongest YoY increases during this 7-13-day window were in LATAM (+30%), NORAM (+25%), and APAC (+25%).

Takeaway

Target both early planners and procrastinators

Make sure your rates, availability, and content are loaded and competitive 3-6+ months out to secure early bookings for late summer and early fall. Setting up targeted, mobile-friendly promotions and TravelAds bids for the growing 7-13-day window will also help you convert short-notice bookers throughout the season. 

Major matches and festivals fuel summer searches

Soccer fans around the world are gearing up for this summer’s big tournament, with many aiming to lock in their travel plans to the three host countries (U.S., Canada, and Mexico). Our data shows a 10% YoY increase in searches to the U.S. and Canada for the tournament window, with Mexico showing an even larger 15% YoY increase. 

 

Looking at search patterns from each super region, travelers from Türkiye, Brazil, and India are showing the most interest in tournament host cities, with the strongest YoY search increases in the following corridors (based on travel dates during the event):  

EMEA
  • Türkiye to Atlanta, Georgia (+4,760%)  
  • Türkiye to Dallas, Texas (+3,445%)  
  • Türkiye to Toronto, Ontario (+535%)
LATAM
  • Brazil to Atlanta, Georgia (+1,875%) 
  • Brazil to Houston, Texas (+1,265%) 
  • Brazil to Monterrey, Mexico (+1,035%) 
APAC
  • India to Atlanta, Georgia (+4,890%)  
  • India to Vancouver, British Columbia (+2,865%) 
  • India to Seattle, Washington (+1,215%)  

Other notable summer sporting events driving increased search interest include the major tennis tournament in London, England, attracting travelers from Hamburg (+90% increase in YoY searches for the event dates), Glasgow (+40%), and Frankfurt (+30%).  

 

Sports aren’t the only thing on the agenda this summer though. The Gion Festival in Kyoto, Japan, is also driving increased interest during the time of the event from travelers in Helsinki (+215% YoY), Dallas (+120%), and Manchester (+120%). 

Takeaway

Get ready for kickoff

Host cities and their surrounding areas are set to see a major uptick in demand during this summer's big soccer tournament. For more data on which cities are already seeing the strongest increases plus tips on how you can get in the game to win bookings, check out our latest data and insights on the tournament.

U.S. travelers chase the sun

Despite big YoY rises in shorter planning windows, Q1 also saw a modest 5% YoY increase in travel planning for the months of June through August among North American (NORAM) travelers, many of whom are likely aiming to secure their summer vacation bookings early. 

 

Looking at the fastest growing country-to-country data from Q1, there were notable increases in searches from the U.S. to popular sunny destinations as travelers sought to escape the cold winter weather at home. The locations seeing the strongest increases from January to March were: 

 

  • Indonesia (+50%) 
  • St. Lucia (+30%) 
  • Antigua and Barbuda (+35%) 

 

Multiple U.S. beach destinations also saw strong increases in Q1 as travelers began planning for their spring break and summer trips, including: 

 

  • Ocean City, Maryland (+110%) 
  • Panama City Beach, Florida (+85%) 
  • Destin, Florida (+85%) 
  • Virginia Beach, Virginia (85%) 
  • South Padre Island, Texas (+75%) 
  • Myrtle Beach, South Carolina (+65%) 

Takeaway

Keep seasonal inventory open to win stays

Providers in warm locations that are currently seeing stronger U.S. demand should focus on optimizing their inventory mix and visibility to boost bookings. Great ways to do this include keeping peak and shoulder season inventory open and using Rev+ and Data & Insights to fine‑tune rates by date. 

Global travelers seek warm escapes, too.

In Q1 global rankings for NORAM travelers, U.S. sun and beach destinations gained popularity: Orlando moved ahead of Las Vegas, Miami moved ahead of New York, and Fort Lauderdale entered the top 10. Chicago dropped in the rankings.   

 

In EMEA, two new Spanish destinations (Barcelona and Palma de Mallorca) joined the ranking, while Paris, Amsterdam, and Rome also increased their overall positions.   

 

Two destinations outside of the Latin American (LATAM) super region joined the LATAM rankings: Paris and Las Vegas.   

Top searched destinations by region

*New top 10 searched destinations

For APAC travelers

  1. Tokyo, Japan
  2. Sydney, Australia  
  3. Seoul, South Korea  
  4. Melbourne, Australia 
  5. Osaka, Japan    
  6. Fukuoka, Japan   
  7. Singapore  
  8. Incheon, South Korea
  9. Gold Coast, Australia  
  10. Taipei, Taiwan 

For EMEA travelers

  1. London, England    
  2. Paris, France  
  3. Istanbul, Türkiye  
  4. Dubai, UAE    
  5. Amsterdam, Netherlands
  6. Rome, Italy 
  7. Barcelona, Spain* 
  8. New York, New York  
  9. Palma de Mallorca, Spain*
  10. Stockholm, Sweden  

For LATAM travelers

  1. Mexico City, Mexico   
  2. Cancun, Mexico    
  3. Sao Paulo, Brazil   
  4. Rio de Janeiro, Brazil   
  5. Puerto Vallarta, Mexico  
  6. Madrid, Spain  
  7. New York, New York  
  8. Paris, France* 
  9. Las Vegas, Nevada* 
  10. Orlando, Florida

For NORAM travelers

  1. Orlando, Florida    
  2. Cancun, Mexico  
  3. Las Vegas, Nevada  
  4. Punta Cana, Dominican Republic  
  5. Miami, Florida  
  6. Los Angeles, California    
  7. New York, New York    
  8. Fort Lauderdale, Florida  
  9. Chicago, Illinois  
  10. Carolina, Puerto Rico*

Paris demonstrates its global appeal

Paris joined the Vrbo top 10 search rankings for both APAC and LATAM travelers in Q1, making it the only destination to be featured on all four super-region rankings at the same time.** 

 

Among NORAM travelers, Clearwater Beach and Chicago both re-entered the top 10 during the quarter. 

Top searched vacation rental destinations 

*New top 10 searched destinations

For APAC travelers

  1. Melbourne, Australia    
  2. Sydney, Australia    
  3. Perth, Australia   
  4. Adelaide, Australia   
  5. Brisbane, Australia   
  6. Auckland, New Zealand  
  7. London, England  
  8. Christchurch, New Zealand  
  9. Paris, France*  
  10. Canberra, Australia

For EMEA travelers

  1. Paris, France    
  2. London, England   
  3. Rome, Italy  
  4. Berlin, Germany   
  5. Barcelona, Spain  
  6. Hamburg, Germany  
  7. Nice, France  
  8. Amsterdam, Netherlands  
  9. Kissimmee, Florida  
  10. Marseille, France  

For LATAM travelers

  1. Rio de Janeiro, Brazil     
  2. São Paulo, Brazil  
  3. Mexico City, Mexico  
  4. Paris, France*  
  5. Florianópolis, Brazil  
  6. Orlando, Florida  
  7. Camaçari, Brazil  
  8. Kissimmee, Florida  
  9. Madrid, Spain*  
  10. Salvador, Brazil  

For NORAM travelers

  1. Orlando, Florida  
  2. Nashville, Tennessee  
  3. Kissimmee, Florida  
  4. Scottsdale, Arizona  
  5. Paris, France  
  6. New Orleans, Louisiana  
  7. Fort Lauderdale, Florida  
  8. Clearwater Beach, Florida*  
  9. Chicago, Illinois*  
  10. London, England  

Plan now for peak seasons

With the new year in full swing, millions of travelers around the world are finalizing their itineraries for spring and summer. While the impact of ongoing international tensions on global travel remains unclear, optimizing your offerings for upcoming peak periods will position you to capture bookings from both long-term planners and last-minute deal seekers.  

RESEARCH & INSIGHTS

Explore top travel trends

Explore the latest travel trends and learn how your business can adapt to attract more travelers with our data-driven guide to the year ahead – Unpack ‘26 

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A headshot of Richard Kocher

Richard Kocher

Senior Director, Advertising Planning & Insights, Expedia Group

 

Richard is senior director of Advertising Planning & Insights. His team is responsible for mining Expedia Group’s exclusive first-party search and booking data and market insights to inform partners’ strategies, product selection, and audience targeting. Prior to overseeing the global Advertising, Insights, and Planning team, Richard led Business Development and Account Management teams in display and sponsored listings across EMEA and APAC. He has postgraduate degrees in Anthropology from the University of Sussex and Business Administration from Warwick Business School — and lives with his family in Redmond, Washington.

 

Read more posts by Richard

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