From nostalgia-driven trips and rural escapes to FIFA World Cup travel and activity-focused ‘playcations’, Airbnb says travellers are rethinking how and where they spend their summer holidays.

Airbnb has identified three key forces shaping summer travel in 2026: play-driven holidays, nostalgia-inspired destination choices and a growing preference for short-haul trips closer to home. According to new booking data, travellers are increasingly seeking experiences centred on activities, affordability and familiar destinations viewed through a new lens.

One of the strongest emerging trends is the rise of the "playcation" – trips designed around hobbies and recreational activities rather than traditional sightseeing. In the US, Airbnb has recorded significant booking growth for properties located near golf courses, surf beaches and boating destinations, reflecting growing demand for active holidays.

Among surfers, destinations such as Holden Beach, Nags Head and Kill Devil Hills in North Carolina are seeing increased interest thanks to their combination of reliable waves and laid-back coastal lifestyles. Golfers, meanwhile, are discovering lesser-known destinations including Ann Arbor in Michigan, Cheyenne in Wyoming and Victor in Idaho, where scenic landscapes complement access to well-regarded courses. Waterfront destinations such as Saugatuck in Michigan, Osage Beach in Missouri and Chelan in Washington are also attracting boating enthusiasts looking for domestic adventures.

The trend reflects a broader shift towards experiential travel, where the activity itself becomes the primary motivation for a trip. Rather than building holidays around famous landmarks, travellers are increasingly selecting destinations that support their favourite pastimes.

Airbnb's data also suggests that many travellers are opting to stay closer to home. According to the company, around one-third of people are choosing shorter journeys, creating new opportunities for rural and lesser-known destinations. A recent Focaldata survey cited by Airbnb found that 86% of travellers and 94% of Gen Z travellers are interested in rural getaways.

As a result, destinations that offer similar experiences to more famous locations are seeing increased attention. Bellingham in Washington is attracting visitors with its outdoor lifestyle and craft beer culture, while Eastport in Maine offers a quieter alternative to busier coastal destinations. Marfa in Texas continues to draw travellers seeking desert landscapes and stargazing opportunities, while Cloudcroft in New Mexico provides a mountain escape above the White Sands desert. Other emerging destinations highlighted by Airbnb include Pinedale in Wyoming, Salmon in Idaho, Paonia in Colorado and Blanding in Utah.

The company says these destinations appeal to travellers seeking affordability without sacrificing access to nature, culture or outdoor activities. Average nightly rates in many of the highlighted locations remain below US$250, making them attractive alternatives to more established tourism hotspots.

Another major trend identified by Airbnb is the resurgence of destinations that were particularly popular with Millennials a decade ago. The company says Gen Z travellers are rediscovering many of the places that defined travel culture in 2016, but with a focus on lesser-known regions and more authentic local experiences.

Thailand, Greece, Brazil and Spain are among the destinations seeing more than 20% growth from Gen Z travellers. In Thailand, Surat Thani is attracting visitors as a gateway to island destinations such as Koh Samui and Koh Phangan. In Greece, younger travellers are exploring quieter islands including Folegandros and Lefkada. Brazil's Ubatuba and Fortaleza are also proving popular, while in Spain, destinations such as Zaragoza and Santander are benefiting from increased interest ahead of a solar eclipse expected in August.

Closer to home, Sevierville in Tennessee has emerged as one of the top trending destinations globally for Gen Z travellers, thanks to its location near the Great Smoky Mountains National Park.

Airbnb also expects the FIFA World Cup 2026 to become one of the biggest travel events in the platform's history. With the tournament taking place across North America, millions of fans are expected to travel throughout the region. The company says 77% of available stays during the tournament are priced below US$500 per night, while many local experiences cost less than US$100 per person, creating opportunities for visitors seeking affordable ways to engage with the event.

Taken together, Airbnb's findings point to a travel landscape increasingly shaped by flexibility, affordability and personal interests. Whether driven by hobbies, nostalgia or major sporting events, travellers are seeking experiences that feel more meaningful, local and tailored to their individual passions.