Nearly half of Americans (49%) are planning more travel in 2026 than in 2025, according to a recent survey from Marriott Bonvoy. An analysis from insurer TravelGuard reveals which destinations are seeing American interest surge, with two years’ Google search showing “a clear split between aspirational, big-ticket trips and value-driven escapes,” a press release said.
Luxury travel interest
Abu Dhabi tops the luxury list, seeing a massive 421% rise in searches year-on-year. The UAE capital’s popularity is thanks to landmark architecture, like the Louvre Abu Dhabi and upcoming Frank Gehry-designed Guggenheim, as well as opportunities for desert escapes that offer the increasingly sought-after #TouchSand experiences Travel Tomorrow has already written about. The city’s event sector is a draw too, boasting, for example, the Formula 1 season finale.
Acapulco, Mexico, follows behind Abu Dhabi, characterised by a vintage luxury reputation, beach resorts and diving, local culture, and architecture, such as its cathedral, and again, events, such as the 2026 World Cup.
In third place for luxury comes Punta del Este, Uruguay, which draws US visitors with pristine beaches, fine dining, and a European feel that earns it the nickname “the Monaco of South America.”
The top three luxury destinations in the list showed more than twice as much growth in search interest as their closest rivals.
| Rank | Destination | Country | Yearly growth in luxury travel searches (%) |
| 1 | Abu Dhabi | United Arab Emirates | 421% |
| 2 | Acapulco | Mexico | 253% |
| 3 | Punta del Este | Uruguay | 236% |
| 4 | Macau | China | 87% |
| 5 | Da Nang | Vietnam | 83% |
| 6 | Tallinn | Estonia | 39% |
| 7 | Aswan | Egypt | 35% |
| 8 | Tokyo | Japan | 34% |
| 9 | Banff | Canada | 33% |
| 10 | Chengdu | China | 32% |
Budget travel
For budget US holidaymakers, Crete leads. The largest and most populous of the Greek islands saw a 180% surge in search interest, which TravelGuard attributes to “hidden beaches, authentic cuisine, and Mediterranean charm, all at a fraction of the cost of Santorini or Mykonos.”
Kathmandu, gateway to Everest Base Camp, took second place for its street food, low-cost Thamel district, and world-class trekking. This echoes Amex booking data on the Indian Himalayas for 2026.
In third, Türkiye’s Cappadocia, where “fairy chimneys” landscapes and hot air balloon rides drove a 170% increase in budget holiday searches. It is also known for underground cities and cave hotels.
| Rank | Destination | Country | Yearly growth in budget travel searches (%) |
| 1 | Crete | Greece | 180% |
| 2 | Kathmandu | Nepal | 174% |
| 3 | Cappadocia | Türkiye | 169% |
| 4 | Riga | Latvia | 160% |
| 5 | Agra | India | 141% |
| 6 | Belgrade | Serbia | 127% |
| 7 | Phnom Penh | Cambodia | 126% |
| 8 | Rotterdam | Netherlands | 122% |
| 9 | Hong Kong | Hong Kong SAR | 122% |
| 10 | Baku | Azerbaijan | 106% |
Domestic US luxury
For luxury travel within the US, it could be good news for Las Vegas, which seemed to struggle for visitor numbers in 2025, but has seen high-end travel searches increase by 207%. Beyond the casinos of the Strip, visitors are seeking spas, infinity pools, and Michelin-starred cuisine. Vegas is followed by Washington DC (searches up 114%) and Fort Lauderdale (searches up 102%) year-on-year.
| Rank | Destination | Yearly growth in luxury travel searches (%) |
| 1 | Las Vegas | 207% |
| 2 | Washington DC | 114% |
| 3 | Fort Lauderdale | 102% |
| 4 | Palm Beach | 67% |
| 5 | Newport | 45% |
| 6 | Williamsburg | 42% |
| 7 | Aspen | 42% |
| 8 | Chicago | 41% |
| 9 | New York City | 37% |
| 10 | Lake Placid | 27% |
Domestic US budget destinations
For affordable vacays, Santa Barbara is in first place with a 218% increase in searches. TravelGuard notes its relaxed Californian vibe and wine country charm, west coast sunsets, and beach strolls.
Interestingly, Las Vegas appears again on the budget list, up 129% year-on-year for low-cost holiday searches, driven by free fountain shows, all-you-can-eat buffets, dips in hotel rates, and arrays of special offers.
Oklahoma City rounds out the top three, with budget travel searches rising 96%. The Bricktown entertainment district, classic American dining, and a thriving arts scene in the Paseo Arts District make it a standout for those “seeking value without compromise,” TravelGuard said.
| Rank | Destination | Yearly growth in budget travel interest (%) |
| 1 | Santa Barbara | 218% |
| 2 | Las Vegas | 129% |
| 3 | Oklahoma City | 96% |
| 4 | Palm Springs | 83% |
| 5 | Nashville | 24% |
| 6 | Virginia Beach | 22% |
| 7 | Santa Fe | 22% |
| 8 | Gatlinburg | 22% |
| 9 | Glacier National Park | 21% |
| 10 | Maui | 14% |
Expert tips for planning your 2026 trip
Rhonda Sloan, Travel Guard’s Head of Marketing, noted vacationers’ “more adventurous” choices and advises “a little planning goes a long way: check local seasons, understand refund and change policies, and think through ‘what-ifs’.” Her top tips for getting the best rates include early booking, considering low season, and balancing splurges with compromises, for example, saving on a non-direct flight in order to enjoy a fancy meal.
