Memorial Day weekend marks the unofficial start of summer travel season. A new survey from Hertz shows Americans are doubling down on car travel, with 64% planning a road trip this summer.
This resurgence reflects a growing desire to reclaim the road trip as an antidote to modern travel stress, embracing the freedom, flexibility and sense of control that driving brings to summer travel. As the country approaches its 250th anniversary, travelers are choosing iconic highways, scenic drives and experience-led itineraries as they rediscover the country through the open road.
Hertz booking data shows demand building steadily heading into Memorial Day, setting the tone for a strong summer travel season. Rental pickups are expected to peak just ahead of the holiday, with Thursday, May 21, and Friday, May 22, shaping up to be the busiest days nationwide.
AI is now a real planning channel for the open road, especially for younger travelers. Among those who plan to travel this summer, 45% have used AI to help plan their summer travel. Over a third of Gen Z (35%) and Millennials (34%) say they are already using AI vs. Boomers at 11%.
Where travelers are headed for Memorial Day
The top destinations for car rentals over Memorial Day weekend reflect a mix of theme‑park hubs, major entertainment markets and historic cities:
- Orlando
- Las Vegas
- Los Angeles
- Denver
- Boston
Destinations seeing notable year‑over‑year booking growth this summer include Dallas, Houston, Portland, Maui and Chicago, reflecting demand for both city breaks and nature‑forward escapes.
As America approaches its 250th anniversary, Hertz data points also to renewed enthusiasm for road trips tied to the nation’s most iconic routes and heritage destinations.
- Route 66: Trips starting in Chicago – the birthplace of Route 66 – and returning across Hertz locations along the historic highway are up 8% year over year between Memorial Day and July 4.
- Historic New England: Bookings tied to Boston and surrounding New England states, including routes connected to the Freedom Trail, are up 14%, reflecting increased interest in heritage travel.
Experience‑driven travel shaping summer demand
Live events and immersive experiences are playing a major role in where and when Americans are traveling this summer.
- Major international sporting events: Cities hosting these events are seeing average rental demand climb more than 40% year over year.
- Concert touring routes: Demand is rising in cities tied to major summer tours, reinforcing a travel mindset driven by moments and memories rather than destinations alone.
- Dark Sky tourism: Travelers are also seeking quieter, nature‑based escapes that allow them to unplug and digitally detox. Nevada, Arizona and Utah, are showing strong year‑over‑year growth, signaling a “less screens, more scenes” and appetite for scenic, open‑road experiences.
