Insights reveal a road trip revival centered around iconic routes, major live events and scenic journeys ahead of the nation’s 250th anniversary

ESTERO, Fla.--(BUSINESS WIRE)--May 12, 2026-- Memorial Day weekend marks the unofficial start of summer travel season, and 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.

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New Hertz Data Signals a Road Trip Renaissance, as 64% of Americans Plan to Hit the Road this Summer

Smart Summer Travel Tips

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. Hertz’ top road trip tips:

• Plan your road trip with Hertz: Hertz’s American Road Trip Planner has 52 bespoke and unique routes that take in everything from the tried and tested to the wild and weird. Simply choose where you want to start and get going.
• Travel on a quieter day to save: Thursdays and Fridays are typically the busiest days for airport rentals, while starting earlier in the week – like Tuesday – often means lower rates. Travelers can save 20% off summer drives when they book the Hertz Flash Sale from May 21–29, with savings valid on rentals through September 30.
• Pair your car to the trip: Whether it’s the INEOS Grenadier for outdoor escapes, a Ford Mustang for cruising, a sleek Volvo SUV for smooth city and highway drives, or a Chrysler Pacifica for a family getaway – choosing the right vehicle from Hertz’s newest fleet can make the journey as enjoyable as the destination.
• Add flight details to your reservation: This lets Hertz monitor delays or cancelations, so your car is ready when you arrive.
• Consider neighborhood locations: Not flying? Renting from a local Hertz location can be convenient and sometimes cheaper – a great option for road trips, staycations, or long‑weekend getaways.
• Manage changes online: You can easily update your reservation in the Hertz app or on Hertz.com if your travel plans change – no phone call required.
• Prepay for fuel: This saves time when you’re rushing to return the car.
• Join Hertz Gold+ (it’s free) and skip the counter: Going straight to your car can be a big time saver, especially at busy airports during peak summer travel and you’re just ready to get to your destination.

AI Drives Road Trip Planning

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:

1. Orlando
2. Las Vegas
3. Los Angeles
4. Denver
5. Boston

Growing Destinations

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.

Iconic Routes Make a Comeback

As America approaches its 250th anniversary, Hertz data points 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.

*Travel insights are based on Hertz internal data as of the date of release.
**About the survey: The Hertz survey was conducted online from April 28th to April 30th, 2026 among 2,003 U.S. adults aged 18+, weighted to be nationally representative. Among this national sample, 1,526 adults plan to travel this summer.

About Hertz

Hertz Global Holdings, Inc. is one of the world’s leading car rental and mobility solutions providers. Its subsidiaries, including The Hertz Corporation, and licensees operate the Hertz, Dollar, Thrifty, and Firefly vehicle rental brands, with more than 11,000 rental locations in 160 countries around the globe. The Company also operates the Hertz Car Sales brand, which offers a range of quality, competitively priced used cars for sale online and at locations across the United States, and the Hertz 24/7 car-sharing business in Europe. For more information about Hertz, visit www.hertz.com.

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Media Contact:
mediarelations@hertz.com

Source: Hertz