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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

After a turbulent 2025 marked by a government shutdown, slowing economic growth, and rising travel costs, the outlook for the travel industry seemed uncertain, and many wondered how confident Americans would be about traveling in 2026. New data from Longwoods International indicates the outlook is much brighter than expected.

 

According to the latest tracking study, major events are becoming strong motivators:


  • 34% of U.S. travelers say they are likely to take an overnight trip to attend a sporting event, including professional and college games.
  • 20% say they are likely to attend a FIFA World Cup match, which is part of the huge tourism boost expected across North America, with 1.3 million international visitors expected to arrive for the tournament (TravelWeekly).
  • 52% plan to travel overnight for cultural events like concerts and festivals, highlighting the ongoing popularity of experience-driven travel.

 

Historic celebrations are also sparking travelers’ imaginations. Nearly 47% of Americans want to tour Route 66 during its 100th anniversary, highlighting the route’s natural beauty, historic importance, and the appeal of a classic road trip with friends and family. This shows the growing trend of domestic travelers and their wish to experience road trips; a trend we expect to continue in 2026, both locally and across the state.

 

Together, these milestones offer a welcome boost of hope and remind us of the importance of welcoming both domestic and international visitors with open arms.

 

Click here to view additional details on Longwoods International’s latest insights.

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


U.S. Airlines Seem to Accept Uncertainty as the New Norm in Trump 2.0, Aviation Week by informa

US airlines are entering 2026 with a mindset of “constant uncertainty,” but they’ve learned how to operate within it. After early optimism in 2025, carriers faced policy changes, tariffs, and a government shutdown. By early 2026, executives report they’re better prepared for unpredictable federal actions and shifting economic signals. Delta Air Lines and United Airlines remain optimistic about 2026, with Delta experiencing strong bookings and improving corporate travel, and United confident it can meet its financial commitments even in a volatile environment.

 

Spring Travel Trends to Know for 2026, TravelAge West by Northstar

Spring 2026 is shaping up to be busy, but not in the same predictable patterns as before. Travelers seek good value, are open to spontaneity, and choose destinations that feel both fun and manageable. Some of these trends include more last-minute bookings, classic beach spots, and unconventional getaways, such as wildlife-focused expeditions to the Galápagos Islands or a Western national park.


Most National Parks Won’t Require Reservations This Summer, The Wall Street Journal

Most U.S. national parks are removing or reducing their reservation systems for summer 2026, making it easier for visitors to access parks without advance planning. Some highly popular parks, like Yosemite and Arches, will continue using timed-entry systems during their busiest times to manage crowds and protect natural resources. These parks have experienced record demand and require crowd control to prevent traffic jams and trail damage. For travelers, this means visiting most parks will be more straightforward without needing reservations, though expect ongoing crowds at famous sites even without reservation requirements.

 

RV Travel Continues to Surge in United States, Travelpulse by Northstar

RV travel is gaining popularity in the US as an affordable and flexible vacation option, according to RVshare's 2026 Travel Trend Report. What started as a pandemic-era discovery has now become a mainstream, long-term travel trend driven by flexibility, affordability, and the allure of slow, intentional travel. Such travelers include retirees, who enjoy extended stays and slow travel, and families, who value the space, convenience, and ability to bring everything along the trip.

 

There’s Good News for the Wine Industry, WineEnthusiast

According to the 2025 BMO Wine Market Report, which surveys hundreds of wineries across the U.S. and Canada, there is a surprisingly optimistic outlook for the wine industry. About 70% of wineries expect sales to grow more than 5% over the next five years. The industry isn’t out of the woods, but the report shows signs of stabilization, adaptation, and areas of strong growth. For example, wineries are gradually engaging younger consumers by offering more approachable, customizable, and “fun” options. They are also aligning with wellness trends by expanding into “better-for-you' wines; low-alcohol, low-calorie, and zero-sugar wines are gaining popularity.

STR Tracking for Sonoma County

Things to Note:

  • STR compares “Weekly Year Over Year”
  • Full county participation is approximately 48% of hotel properties and 78% of rooms
  • Total hotel supply rooms in Sonoma County in January 2026: 8,294
  • 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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