Memorial Day weekend is setting the tone for a busy summer travel season in the United States, with new survey data from Hertz showing that Americans are increasingly choosing road trips over other forms of travel.
According to the company, 64% of Americans are planning to take a road trip this summer, reflecting growing demand for flexible, experience-driven travel and a desire to avoid the stress often associated with air travel.
The trend comes as the United States approaches its 250th anniversary, with travelers showing renewed interest in iconic highways, scenic drives and heritage-focused itineraries.
Rental demand expected to peak before Memorial Day
Hertz booking data indicates that rental demand will spike ahead of Memorial Day weekend, with Thursday, May 21 and Friday, May 22 expected to be the busiest pickup days nationwide.
The company noted that travelers looking to save money may find lower rates by starting trips earlier in the week, particularly on Tuesdays.
Among the most popular destinations for Memorial Day road trips are Orlando, Las Vegas, Los Angeles, Denver and Boston.
Meanwhile, cities including Dallas, Houston, Portland, Maui and Chicago are seeing some of the strongest year-over-year increases in rental demand for summer 2026.
Historic routes and experiential travel gain momentum
Hertz also reported growing interest in classic American driving routes and heritage tourism.
Bookings connected to Route 66 itineraries beginning in Chicago are up 8% year over year between Memorial Day and July 4, while demand tied to Boston and historic New England routes has increased 14%.
The company said major sporting events, summer concert tours and “dark sky tourism” are also influencing travel behavior this year.
Destinations known for scenic landscapes and stargazing opportunities, including Nevada, Arizona and Utah, are experiencing strong growth as travelers increasingly seek quieter, nature-focused experiences.
AI becoming part of travel planning
The survey also found that artificial intelligence is becoming an increasingly common tool for trip planning, particularly among younger travelers.
Overall, 45% of travelers said they have used AI to help plan summer travel. Usage is especially high among Gen Z and Millennials, with around one-third already relying on AI tools to organize trips.
Hertz said travelers continue to prioritize convenience, flexibility and personalized experiences when planning summer vacations, with road travel emerging as one of the strongest trends of the season.
