Every May, Memorial Day weekend plays double duty. It officially launches the summer travel season and, for anyone watching summer prices, it also predicts what the next three months will cost.
This year, the forecast is expensive. Gas prices are up by more than 29%, current airfares are up 20% compared to last April, hotel prices rose by 4.3%, and food prices are up by more than 3%, according to U.S. Travel Association data. Yet, demand hasn’t flinched. AAA projects that more than 45 million Americans will travel for Memorial Day weekend, slightly above the 44.8 million who traveled in 2025.
“Summer travel is shaping up to be busy, but Americans are being more deliberate in when and where they go,” Lourdes Losada, director of the Americas for Skyscanner, told Travel Noire. “Interestingly, 38% of Americans haven’t booked yet but are actively planning, which suggests a later booking window than usual. That hesitation is largely tied to price sensitivity.”
However, even amid hesitation, Losada said people are planning to travel but taking more time to research and compare before committing.
Summer Travel Demand: What’s Already Surging (And Won’t Get Cheaper)
TripAdvisor data shows that America’s beach towns are in high demand this summer, with Myrtle Beach leading domestic travel searches. On the East Coast, popular destinations include Maryland’s Ocean City, Florida’s Miami Beach, and Fort Lauderdale, while Key West and Gulf Coast favorites like Clearwater and Panama City are also drawing crowds. Further afield, Honolulu rounds out the top destinations for domestic travelers, alongside Charleston for those seeking a mix of beach and culture.
Internationally, Barcelona, Cancun, London, Paris, and Rome are dominating international travel, and there’s no sign of relief anytime soon.
“We’re seeing a mix of high-demand classic destinations like Tokyo, London, and Rome, alongside growing interest in less crowded, more affordable alternatives such as Punta Gorda, Florida, [and] Myrtle Beach and Charleston, South Carolina,” Losada said.
Aside from avoiding busy summer holiday weekends, a general rule of thumb is to sidestep higher prices by avoiding travel between late July and mid-August, especially in European destinations. Millions of Europeans usually go on vacation simultaneously.
With the FIFA World Cup tournament spanning North America for the summer of 2026, avoid host cities on match days unless you are attending the games.
Where The Value Windows Still Exist
While demand is still strong, price remains one of the biggest hurdles this summer, with 1 in 5 Americans saying it’s their top concern when planning summer trips.
“Demand is still strong, but travelers are becoming much more strategic,” Losada said. “We’re seeing a clear shift toward value-driven decision making.”
Losada and her team have analyzed summer search data to identify places with the lowest search interest this season, which typically translates to lower prices and fewer crowds. Here are some destinations where the value window still exists:
- Aberdeen, United Kingdom – A coastal Scottish city with medieval architecture. London lure without the price tag.
- Redmond, Oregon – A gateway to Crater Lake and lower costs to Portland.
- Asunción, Paraguay – One of South America’s most underrated capitals.
- Trieste, Italy – A stunning Italian port city that rivals Venice without Venice prices.
- Bastia, France – A Saint-Tropez alternative for exploring the French Mediterranean with lower costs and fewer crowds.
- Hilo, Hawaii – Hilo offers waterfalls, volcanoes, and rainforests at a fraction of the cost of Maui and Honolulu.
Actionable Strategies For Travelers Still Planning
When it comes to ways that travelers can still plan and save for summer, flexibility remains the best tool. Adjusting your dates and being open to exploring various destinations could translate to meaningful savings.
In addition to flexibility, choosing the right week to book flights and accommodations has proven to be beneficial.
According to Skyscanner, the cheapest week to travel for summer 2026 is August 17 – 23, and the cheapest day to travel is Monday. When it comes to affordability, Punta Gorda, Florida, dubbed Florida’s best-kept secret, is the most affordable coastal destination, according to Skyscanner data. June and August are the cheapest months to travel to Punta Gorda, with flights averaging $179 round-trip.
“Many don’t realize that simply choosing the right week, like mid-to-late August, can significantly reduce costs,” Losada said. “Bottom line, higher prices aren’t stopping travel, but they are pushing people to plan more thoughtfully and make trade-offs. This summer isn’t about cutting travel — it’s about optimizing it.”
