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To get your full statistics fix with data from STR, Key Data, and the Charles M. Schulz Sonoma County Airport, check out the Monthly Tourism Destination Data Dashboard at sonomacounty.com/partners/statistics/.

Today's Takeaways

From SCT's Research and Data Systems Manager, Allie Nordby

These past few weeks have been tough for air travel, and we believe this will be the year of domestic trips. With continued disruptions, from staffing challenges and runway constraints to the impacts of the government shutdown, 2026 is shaping up to be a pivotal year for U.S. travel. Recent industry data and traveler‑behavior trends point to a clear shift: travelers are prioritizing domestic destinations that offer accessibility, flexibility, and high‑quality experiences without the added friction of international travel.


In the most recent State of the American Traveler by Future Partners, it states that there is more enthusiasm for leisure travel within the next 12 months. Leisure travel momentum remains strong and there is still excitement for travel, with 62% of respondents in the latest survey stating that they consider leisure travel a high near‑term priority. Travelers are also cautiously optimistic about the economy; 49% likely to travel internationally, and recession concern stays elevated (40% agree; 37% unsure).


Having this mindset that consumers want to travel but are cautious with their spending could be a positive trend as we head into summer. Relaxation and reconnection are dominant themes, with 58% of travelers planning summer trips for relaxation. Other top summer interests include beaches and water activities (41%), the local food scene (27.0%), scenic drives (27.1%), and state and national parks (26.8%). I believe this summer will continue to see strong domestic travel and road‑trip activity.


This idea is supported by a recent article by TravelAge West which reports a rising demand for U.S. national park trips as travelers seek domestic, nature‑focused experiences. Bookings are up 10–20% at major parks like Yellowstone, Yosemite, and Arches, with some destinations seeing growth as high as 60%.


If you’d like to read more from Future Partners, click here.

Here are a few other notable insights from the travel and tourism sector:


Some TSA officers say they’re still hurting after receiving backpay, ABC News 
Transportation Security Administration employees continue to face financial struggles despite earning back pay following the two government shutdowns so far this year. Some officers still have not received their full compensation, while others are dealing with debt from late payments and missed bills. A union representative says officers have been told they cannot accept donations related to their TSA positions.


Luxury travelers are ditching passports for U.S. escapes, The Manual

There has been a continued increase for luxury travelers opting for domestic destinations, which is mostly driven by ease of planning and flexibility. Some popular locations include the Florida Keys, Sonoma County and large mountain areas such as Big Sky, Montana and Deer Valley, Utah. The trend reflects a shift towards destinations that offer immersive experiences and natural beauty without the complexities of international travel.


2026 Tasting Room Survey Report, Wine Business 

As we know, tasting-room visitation is down nationally. However, there was a 12% increase in traffic in California, not including Napa, Sonoma County and the Central Coast. In this report, its confirmed that the wine industry is undergoing a reset, not a rebound to pre‑pandemic norms. Wineries that adapt to new consumer expectations, such as casual environments, experiential value, and diversified offerings, are finding stability despite economic and cultural headwinds.

 

2026 Travel Trends Report, Skyscanner 

This report shows an exceeding number of travelers who are prioritizing time in the outdoors and nature when considering vacation spots. Destinations such as national parks, scenic landscapes and mountains are no longer seasonal adventures, but are becoming integral to overall personal growth, wellness and self-discovery in travelers’ lives. This trend also highlights the ongoing shift we’re seeing in travel with experiencing adventure that is immersive, authentic and restorative. 

 

The SKI Trend That’s Reshaping Travel, Travelpulse by Northstar 

A new trend, "Spending Kids Inheritance" (SKI), is beginning to reshape how affluent travelers, especially baby boomers, are prioritizing experiences over traditional luxury purchases. Many are opting to spend their massive generational wealth transfer on bucket list trips and unique experiences, often including children and grandchildren. This shift is motivated by a desire to create lasting memories with family rather than passing wealth onto them.

STR Tracking for Sonoma County

Things to Note:

  • STR compares “Weekly Year Over Year”
  • Full county participation is approximately 51% of hotel properties and 78% of rooms
  • Total hotel supply rooms in Sonoma County in February 2026: 8,321
  • The average from other destinations includes Napa, Palm Springs, Monterey, South Lake Tahoe, Vallejo/Napa Valley, and San Luis Obispo

 

STR is the recognized leader in hospitality industry benchmarking around the globe. Powered by the world's largest hotel data sample, they deliver confidential data, accurate and actionable insights, and comprehensive solutions to empower decisions. Discover how STR collects data, how it is calculated, and a glossary of terms by clicking here. 

Occupancy Data for Hotels & Short Term Lodgings

*Please note the charts below contain different date ranges.

Air Travel Year Over Year Trends

At Charles M. Schulz Sonoma County Airport

Recent Travel By Month

At Charles M. Schulz Sonoma County Airport

Total passenger enplanements and deplanements year-over-year

*Source STS: Sonoma County Airport

Total passenger enplanements and deplanements by month

*Source STS: Sonoma County Airport

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