Q3 Traveler Insights: Demand returns as summer peaks

Traveler confidence had weakened at the end of Q1 amid geopolitical uncertainty, but our Q2 data shows it steadily returning in most regions just as the traditional last-minute summer booking season arrives. Meanwhile, forward-looking travelers are already turning their attention to planning fall and end-of-year travel. 

Search demand gathers momentum in the second half of Q2

Following softer-than-expected demand in the first half of Q2, global search volumes started to pick back up in the second half as traveler confidence returned.  

Overall domestic searches surged by more than 10% in the first week of June, which typically marks the start of peak summer booking season in many key markets. However, growth across major regions was uneven.  

Latin America (LATAM) — which had seen volatility earlier in the quarter — showed renewed momentum in mid-to-late June, with international searches rising by up to 15%. Asia Pacific (APAC) posted 20% year-over-year (YoY) growth during the same period, making it the fastest-growing region in Q2, while Europe, the Middle East, and Africa (EMEA) saw a more modest 5% YoY increase.

Meanwhile, North America (NORAM) continued to dominate global search with 75% of the total volume. 

Takeaway

Smooth out uneven demand with Expedia Group insights

When demand is uneven, use Partner Central's Data & Insights, Revenue Management (Rev+), and Portfolio Performance dashboards to track forward-looking demand signals and respond quickly to shifting trends.  

As peak summer winds down, Revenue Management (Rev+) and Data & Insights can also help you fine-tune rates for late summer and early fall dates, while visibility boosters can help defend share during the key shoulder season.  

Search windows shorten as summer booking season kicks off

In a reversal of Q1's long-lead planning patterns, many travelers shifted to shorter booking windows in Q2, with 20% of searches falling into the 0-6-day range as more summer trips moved from the planning phase to active booking.  

This near-term shift was most pronounced in EMEA, where the 0-6-day window surged by 25% quarter-over-quarter (QoQ), while long-lead windows (91-180 days) compressed sharply by 30% — consistent with European travelers looking to lock in last-minute summer plans. 

However, APAC bucked this trend with the 91–180-day window growing (+20%) QoQ, suggesting that some travelers in the region are already beginning to plan year-end travel.  

Takeaway

Boost your visibility to capture last minute bookings

With European travelers now in active last-minute booking mode, ensure your rates and availability are open and competitive for upcoming summer dates. Visibility boosters and urgency-driven promotions on Expedia Group points of sale in EMEA can help capture this demand before it books elsewhere.  

For APAC partners, year-end inventory is already entering early search. Now is the time to load competitive rates and content for winter vacations and New Year travel while competition for those bookings is still low.  

Aegean summer surge leads EMEA growth

Turkey was the standout fastest-growing destination country in EMEA in Q2, with Turkish domestic searches up 55% and Germany-to-Turkey searches up 50%. This surge was reflected at the city level, where Turkish and Greek coastal resorts dominated EMEA's fastest-growing rankings. 

Popular Turkish destinations such as Ayvalik, Datça, and Didim each posted growth of 200% or more, signaling that Aegean and Eastern Mediterranean destinations have become a key area of competition for European summer travel in 2026.  

Takeaway

Prepare for peak season

As peak demand builds along the Aegean coast, inventory depth, pricing competitiveness, and promotional visibility are all critical. Maximize TravelAds visibility and last-minute deal inventory before the summer window closes.  

Domestic leisure travel drives LATAM search growth

In LATAM, Brazilian domestic leisure destinations led the fastest-growing cities. Searches for Atibaia, home to Edmundo Zanoni Park, were up 95%, while the mountain resort town of Gramado also entered the top 10 searched destinations, signaling a growing demand for premium travel experiences closer to home. 

Dhigurah in the Maldives also appeared at number four on the list of LATAM’s fastest-growing destinations, with searches up 195%. This suggests that appetite for bucket-list and luxury travel is growing among LATAM travelers. 

Takeaway

Position yourself to capture domestic demand

As domestic demand grows across LATAM, ensure your supply is visible and competitive on Expedia Group platforms to capture travelers who are increasingly choosing premium domestic options over international trips. 

Fall travel plans are already taking shape

U.S. travelers are already planning for Labor Day weekend (Sep 4-7), with searches up 35% YoY. Sunny destinations leading the way include: 

• Las Vegas (+120%) 

• Mexico City (+90%) 

• Punta Cana (+90%)  

Fall foliage is also emerging as a notable seasonal draw, with global searches for travel between Sep 15 and Oct 31 up 10% YoY. Asheville in North Carolina is the standout destination at 60%, while Northeast U.S. destinations are also showing broad momentum, particularly: 

• Litchfield (+25%) 

• Stowe (+20%) 

• Lake Placid (+20%) 

Foliage destinations are also trending positively in Japan, led by the Tateyama Kurobe Alpine Route and Kyoto.  

Elsewhere, the U.S. Grand Prix in Austin (Oct 23-25) is generating the most significant event-driven search uplift of the quarter, with global searches up 90% YoY. While the U.S. and Canada remain the primary drivers at 90%, growth is broad-based, with all super-regions (APAC, EMEA, LATAM, and NORAM) contributing to the uplift.   

Takeaway

Fine-tune your fall offerings

Fall travel demand is building quickly, so now is the ideal time to ensure your rates, availability, and content are loaded and competitive. Use Revenue Management (Rev+) to fine-tune pricing for high-intent periods before demand peaks.  

For partners in Austin and surrounding areas, Revenue Management’s (Rev+) events data can help you anticipate the demand impact of the U.S. Grand Prix and adjust pricing and availability accordingly.   

EMEA search rankings shift toward coastal destinations

Global rankings were broadly stable in Q2, with Chicago re-entering the top 10 destinations while Fort Lauderdale dropped out.  However, EMEA’s summer rotation toward coastal destinations is clear. Palma de Mallorca entered the top five, replacing Dubai from the previous quarter, while two Turkish destinations — Antalya and Fethiye — also entered the top 10.  

Top searched destinations by region

*New top 10 searched destinations

For APAC travelers

1. Tokyo, Japan

2. Seoul, South Korea  

3. Sydney, Australia  

4. Melbourne, Australia  

5. Osaka, Japan  

6. Incheon, South Korea  

7. Singapore  

8. Fukuoka, Japan  

9. Gold Coast, Australia  

10. Busan, South Korea* 

For EMEA travelers

1. London, England  

2. Paris, France  

3. Istanbul, Turkey  

4. Antalya, Turkey*  

5. Palma de Mallorca, Spain*  

6. Stockholm, Sweden  

7. Rome, Italy  

8. Barcelona, Spain  

9. Copenhagen, Denmark*  

10. Fethiye, Turkey*  

For LATAM travelers

1. Mexico City, Mexico  

2. Cancun, Mexico  

3. São Paulo, Brazil  

4. Rio de Janeiro, Brazil  

5. Puerto Vallarta, Mexico  

6. New York, New York  

7. Madrid, Spain  

8. Gramado, Brazil*  

9. Mazatlán, Mexico*  

10. Paris, France   

For NORAM travelers

1. Cancun, Mexico  

2. Las Vegas, Nevada  

3. Orlando, Florida  

4. Punta Cana, Dominican Republic  

5. Los Angeles, California  

6. Miami, Florida  

7. New York, New York  

8. Chicago, Illinois  

9. San Diego, California*  

10. Boston, Massachusetts*  

Texas gains popularity among NORAM Vrbo travelers

Two Texas cities made a notable debut in the NORAM Vrbo ranking this quarter. Austin entered the top 10, while Port Aransas jumped straight to the number two spot.**  

APAC rankings were largely dominated by destinations in Australia and New Zealand, while New York and Rome joined the top 10 in LATAM.  

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. Canberra, Australia  

10. Paris, France  

For EMEA travelers

1. Paris, France  

2. London, England  

3. Berlin, Germany  

4. Rome, Italy  

5. Nice, France  

6. Marseille, France  

7. Hamburg, Germany  

8. Barcelona, Spain  

9. Kissimmee, Florida  

10. Amsterdam, Netherlands  

For LATAM travelers

1. Rio de Janeiro, Brazil  

2. São Paulo, Brazil  

3. Mexico City, Mexico  

4. Paris, France  

5. Orlando, Florida  

6. Kissimmee, Florida  

7. Madrid, Spain  

8. New York, New York*  

9. Florianópolis, Brazil  

10. Rome, Italy*  

For NORAM travelers

1. Nashville, Tennessee  

2. Port Aransas, Texas*  

3. Chicago, Illinois  

4. Orlando, Florida  

5. New York, New York*  

6. Paris, France  

7. Kissimmee, Florida  

8. Las Vegas, Nevada*  

9. New Orleans, Louisiana  

10. Austin, Texas*  

Capitalize on returning confidence

Earlier uncertainty made many travelers more hesitant to plan too far in advance. With confidence steadily returning, now is the time to capture built-up demand for both last-minute summer bookings and longer-term fall and winter travel.  

Takeaway

Power up your September

Maximize bookings and reach new travelers during a slower travel period by joining our September Sale, putting your property in a stronger position for the season ahead. You can also unlock additional exposure with our 

72-hour flash sale, which connects you to high-intent travelers across our global B2B distribution network throughout the September Sale period.   

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