Tourism Industry Performance & Insights

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

As we move into 2026, several vacation trends are emerging. Future Partners’ State of the American Traveler survey, based on input from more than 2,000 travelers, reveals some of the biggest themes shaping how people plan to explore this year.

Foodie Tourism: Traveling to explore destinations known for their food and drink experiences; a trend especially popular among millennial travelers.

Slowcations: Leisurely, immersive trips that prioritize quality over quantity. Travelers spend more time in one place, deepening their connection with local culture, community, and environment.

Experiential Travel: Hands-on, immersive activities that help travelers engage with a destination’s culture, history, or natural surroundings in meaningful ways.

Plan-free Travel: Embracing spontaneity by minimizing pre-planned itineraries, allowing for more flexible and unstructured experiences.

Town-Sizing: Choosing small towns and laid-back communities over major metropolitan cities for their charm, authenticity, and slower-paced exploration.

Noctourism: Selecting destinations for their nighttime appeal, including stargazing and dark‑sky parks, night safaris, and late-night cultural or urban experiences.

Sleep Tourism: Travel centered on rest, relaxation, and improving sleep quality. This trend is especially appealing to travelers from high-stress urban environments.

Gig-Tripping: Planning trips around major concerts, tours, and music festivals, often turning a single event into a full getaway.

Event-Driven Domestic Travel: Choosing U.S. destinations over international options because of major national events, such as the World Cup, Route 66 celebrations, or America 250.

Buy Now, Pay Later Travel: Allows travelers to book and pay for their trips over time rather than pay the full cost upfront. Unlike traditional credit cards, BNPL plans are usually offered by OTAs, airlines, and hotels through third-party finance companies.

Click here to access additional details on the latest insights from the State of the American Traveler.

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

Megatrends Debate: Rising AI Trust, Live Tourism, and U.S. Travel Risks, Skift

The U.S. travel industry recorded consistent month-over-month declines in inbound international tourism throughout 2025, particularly from major markets such as Canada, New Zealand, and Australia. Industry leaders are hopeful that the 2026 World Cup will help drive a resurgence in international visitation. At the same time, travelers are increasingly using AI tools for trip planning and booking, though human travel advisors remain important for more complex or personalized travel needs.

Rising Costs Reshape How Americans Travel in 2026, Hotel Business

As travel costs continue to rise, the industry is reshaping the travel landscape for Americans in 2026. A new report from the Internova Travel Group shows that while demand for travel remains strong, price increases are hitting premium travel the hardest, with some luxury experiences becoming significantly more expensive. For example, expedition cruise prices have jumped more than 20% since 2023. As a result, travelers may shift from luxury to midrange options, shorten their trips, or choose different destinations to keep their budgets in check.

Something About Americana, Travel Weekly

The US will celebrate its 250th birthday in 2026 with nationwide celebrations highlighting the signing of the Declaration of Independence and the American Revolution. These celebrations are inspiring Americans to seek authentic travel experiences that bring them closer to the country's roots and history. Experts note that the desire to engage with real people and traditions is growing as AI-generated content and its use become increasingly popular, making genuine human connections and cultural understanding more appealing than ever.

Travel Trends Redefining Wellness in 2026, TravelPulse

Wellness travel continues to grow as we head into 2026, shifting from traditional spa-focused getaways to more comprehensive retreats focused solely on long-term mental and physical well-being. Travelers seeking these experiences are looking for offerings that include longevity programs, sleep-focused stays, mental health retreats, nature-led itineraries, and specialized offerings for women and multigenerational travelers. This trend also emphasizes sustainable habits and wellness insights that can be integrated into daily life.

Dog-First, Guest-Approved: Inside the Next Evolution of Pet Travel, Lodging

The happiness and health of pets while on the road have become a major priority for many travelers. According to the BARK Air’s 2026 State of the Pet Travel Report, pet parents are increasingly prioritizing their dogs’ emotional well-being and comfort when planning trips. Guests are seeking accommodations and services that meet their pets’ needs, even choosing them over traditional amenities to ensure a welcoming environment for their animals. This trend presents hotels with a clear opportunity to stand out by going above and beyond for these travelers and their furry companions.

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 December 2025: 8,298
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 .