Hertz Survey Reveals How Travelers Are Adapting Their Holiday Plans Amid Higher Travel Costs

Travelers are prioritizing affordability this holiday season by choosing road trips, extending stays and leaving earlier

ESTERO, Fla., Oct. 29, 2026 /PRNewswire/ -- Americans are adapting their holiday travel plans in response to rising travel costs, according to new survey and booking data from Hertz. Six in 10 respondents planning to travel for Thanksgiving and the December holiday period say higher airfares make them more likely to drive. Among respondents planning to travel for Thanksgiving, 37% say they are driving instead of flying to save money on holiday travel.

As travelers weigh driving against higher airfares, Hertz advance reservations offer another indicator of holiday driving plans: bookings are up 16% year over year for Thanksgiving and 7% for Christmas and New Year's.

"Travelers are looking for ways to stretch their holiday budgets without giving up time with family and friends," said Chris Berg, President of Rental at Hertz. "For families or groups traveling together, loading everyone into a rental car rather than buying several airline tickets may help make the trip more affordable and give them more flexibility over when they come and go."

Holiday Travel by the Numbers
Americans continue to prioritize holiday travel despite ongoing cost pressures. Nearly half of respondents (48%) plan to travel for Thanksgiving, while 44% plan to travel during the Christmas and New Year's holiday period.

As affordability remains top of mind:

• More than one-third of Americans (37%) say travel costs are affecting their Thanksgiving plans, whether by changing plans, cutting costs elsewhere or staying home altogether.
• Among all survey respondents, 45% would consider a drive of two to six hours rather than flying for Thanksgiving, and another 32% would consider seven hours or more.

Thanksgiving Travel Outlook
Among respondents planning to drive for Thanksgiving, 32% plan to leave the weekend before the holiday and 31% plan to depart on Wednesday, Nov. 25. Hertz booking data indicates the busiest rental pickup dates will be Tuesday, Nov. 24, and Wednesday, Nov. 25.

Top Thanksgiving destinations based on Hertz demand:

1. Orlando
2. Phoenix
3. Las Vegas
4. Atlanta
5. Denver

Orlando remains the top Thanksgiving destination for the second year based on Hertz bookings, while Phoenix, Las Vegas and Atlanta posted the largest increases in ranking compared with 2025.

Small and standard SUVs are the most-booked vehicle categories, with vehicles seating seven or more travelers expected to sell out first.

Christmas and New Year's Travel Outlook
Among respondents planning to travel between Dec. 20 and Jan. 4, nearly two-thirds (65%) say they are using vacation/PTO, remote work or both to make their holiday trips longer.

Hertz expects the busiest rental pickup dates to be Dec. 23, Dec. 24 and Dec. 26.

Top Christmas and New Year's destinations based on Hertz demand:

1. Orlando
2. Los Angeles
3. Phoenix
4. Las Vegas
5. Oahu

Phoenix and Florida destinations are seeing the largest increases in advance reservations compared with last year's holiday travel period.

Small and standard SUVs are also the most-booked vehicle categories for year-end travel, with vehicles seating seven or more travelers expected to sell out first.

Holiday Travel Saving Tips

With higher airfares making driving a more likely option for many holiday travelers, Hertz highlights ways travelers could stretch their holiday budgets on car rentals.

• Book ahead: Just as airfare tends to rise closer to departure, rental vehicle demand increases as the holidays approach. Reserving early can help travelers secure lower rates before peak holiday periods.
• Pick up before the Thanksgiving rush: Hertz rental data suggests travelers could find lower rates by picking up their vehicle the weekend before Thanksgiving.
• Compare pickup days: Hertz rental trends suggest travelers may find lower daily rates by picking up on Sundays, Mondays and Tuesdays in November and December.
• Look for seasonal savings: Check Hertz's current promotions for additional savings, including its upcoming Cyber Sale offering up to 30% off qualifying rentals starting Nov 20.

*The Hertz holiday travel release combines Hertz internal booking data with a Zappi survey of 1,000 U.S. adults. Survey figures refer to all respondents unless a specific travel group is identified. The December holiday travel period is Dec. 20–Jan. 4.

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 approximately 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. The Company's operating affiliate, Oro Mobility, provides integrated driver-led and autonomous fleet management solutions across a range of mobility segments. For more information about Hertz, visit www.hertz.com.

SOURCE The Hertz Corporation