Trove Tourism Development Advisors and Atlas Obscura teamed up on a new report, 2026 Survey: What Makes U.S. Travelers Explore More, Spend More, and Travel Off-Season, to answer the questions destinations actually lose sleep over. Where do people choose to go, what will they pay more for, when will they travel, and how are world events reshaping their plans?

The result is a field guide built for destination marketing organizations. It is a direct read on the high-intent, discovery-driven traveler, and an early signal of where demand is heading through the back half of the year and into 2027.

The timing matters. Fielding this in the summer of 2026, amid shifting economics, a crowded travel calendar, and real geopolitical uncertainty, gives destinations a snapshot of how travelers are thinking right now, not last year. And the picture is clear. This is a curious, self-directed audience that plans months ahead, books its own trips, and rewards places that stand out rather than places that simply shout the loudest.

A few of the headline findings on how they are traveling for the rest of 2026. 95% choose a lesser-known place over a major hub at least sometimes, driven by authenticity and the thrill of discovery far more than by price. 94% will pay a premium for a genuinely local experience, proof that authenticity is a pricing lever, not a soft brand value. 93% travel in the off-season, and experiences convert just as well as deep discounts. And when world events flare, 58% do not cancel. They redirect, flowing toward destinations that read as stable. The report breaks each of these down with the numbers behind them and what they mean for your marketing.

Whether you are fighting seasonality, competing with bigger-name neighbors, or rethinking how you reach travelers before they book, this survey turns traveler behavior into a practical playbook.

Download the full report below for the complete data, section-by-section analysis, and nine concrete takeaways for destinations.

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