American road trip resurgence signals new opportunities for Sun Belt tourism

Writer: Mirella Franzese

November 2025 — After an unexpectedly subdued year for domestic travel, the great American road trip is poised for a comeback in 2026 as traveler preferences shift in the lead-up to the nation’s 250th anniversary.

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According to Hilton’s latest report, this rebound in domestic travel could drive significant growth for emerging hospitality and tourism markets in the country. 

“As we look ahead to 2026, it’s clear that the meaning behind each journey matters more than ever. People are traveling with purpose, whether that’s to reconnect, recharge, (re)discover, or just take a breath, “ said Hilton’s President and CEO Chris Nassetta in a message to customers. “It’s a global movement rooted in intentionality, where travel begins not with a destination, but with motivation.”

According to the report, 71% of Americans plan to drive on their next vacation, as it gives them greater control over their own travel plans, which is an increase from the previous year. 

This is because travel priorities have shifted heading into 2026. Per Hilton, today’s road-trippers increasingly value comfort and perks above convenience. Ninety percent believe that a comfortable bed is the most important amenity after a long day on the road, while 83% say that “breakfast included” is a must-have benefit. 

“Today’s travelers come with intention, not just to enjoy amenities but to feel something,” Onal Kucuk, general manager of the 1 Hotel Nashville, told Invest:. 

Amid this shift, leisure and wellness travel continue to gain momentum nationally, as evidenced by elevated spending and consumer sentiment in the segment. In Hilton’s global research survey, 56% of respondents cited “rest and recharge” as the number one motivation to travel.  Meanwhile, in a 2024 report by McKinsey, approximately 82% of U.S. consumers said they considered wellness a top priority. 

Additionally, in North America, the average spend per trip on wellness is significantly higher compared to Europe or Asia-Pacific, as locals consistently invest more in wellness travel. 

In emerging tourism and hospitality markets, like the Sun Belt region, leisure travel drives the most foot traffic and spending.  

Yet, economic volatility throughout the year had a big impact on the leisure traveler, who is more susceptible to uncertainty, according to Mario Bass, president of Visit San Antonio. “Leisure is a more fickle market segment, one that is critical to the success of our destination,” he stated in an interview with Invest:.

According to Bass, nearly 70% of regional visits come from the leisure segment. In 2025, however, fewer international travelers came to San Antonio compared to the previous year, especially those from Canada and Mexico, who typically account for the most demand. 

“People are still coming, but there have been fewer travelers. Our international numbers are down about 10% for 2025 compared to 2024,” Ryan Fender, general manager of the Grand Hyatt San Antonio River Walk, told Invest:.  This decline was seen on the national level. According to the U.S. Travel Association, every 1% drop in international visitor spending is equivalent to $1.8 billion lost in export revenue annually. Yet, domestic travel remained largely stable this year, and American travel sentiment held steady, even if preferences shifted, as Bass noted. 

Despite uncertainty, most national travelers still went on their planned vacations this year, but traveled closer to home instead — a trend which is likely to extend into 2026, given the return of the great American road trip.

“This bodes well for San Antonio,” said Bass about travelers preferring visits “close to home.” 

This shows that national tourism isn’t slowing down, but rather evolving, as Fender notes.  “We’ve seen a shift in consumer behavior, not necessarily increased price sensitivity, but increased discernment. Guests want to feel confident in how they spend their money. They have more choices than ever, and they’re thinking critically about value.”

Luxury travelers, for instance, continue to gain market share throughout the Sun Belt. 

“We’re seeing that the luxury market is still traveling — the higher-income demographic. They’re what our industry calls “recession-proof travelers,” representing about 35% of the population,” Deana Ivey, president of the Nashville Convention Visitors Corp, told Invest:. 

“They’re still on the move. That’s an important note for Nashville. We’ve added new luxury products over the past several years that we didn’t have before,” said Ivey, citing the Four Seasons, Conrad, The Joseph, 1 Hotel, and the construction of the Ritz-Carlton. 

 In an effort to sustain this shift, hotels like the Grand Hyatt San Antonio River Walk are pivoting to leisure and wellness events in order to attract guests. These include 200-person community runs, weekly live music, rooftop Pilates, and comedy shows. 

“To meet this shift, we focus on creating energy and activity around the hotel. Even if guests do not participate directly, that vibrancy contributes to their overall impression….It all helps make the hotel feel alive, not just a place to sleep,” said Fender of the initiative.

“Promoting those strengths helps position the city and our property as top-tier destinations,” he added.

Want more? Read the Invest: reports.