Event-Driven Travel Surges for 2026: Solar Eclipse and Sports Finals Drive Hotel Demand :: Hospitality Trends

Overview: 2026 Event-Driven Travel Trends

Hotels.com has reported a substantial increase in hotel searches for 2026, highlighting a trend toward event-driven travel. The data shows that travelers are booking accommodations earlier for significant events, from sports finals and music tours to a highly anticipated total solar eclipse. These surges in demand are already impacting hotel prices and availability, especially in cities and regions hosting these events.

Impact of Major Events on Hotel Demand

The Hotels.com analysis indicates that hotel prices typically rise as major events approach, with sharp increases beginning about 3 weeks prior. Melanie Fish, Vice President of Public Relations for Hotels.com, explained that high demand quickly reduces availability and pushes prices up. For example, during the 2024 total solar eclipse, hotel occupancy rates in the path of totality reached 85-90%, resulting in significant rate hikes. The same pattern is expected for 2026, with searches for the summer’s total solar eclipse already up 445% compared to previous years.

Key Events Driving 2026 Travel

Six major events are identified as primary drivers of travel demand in 2026:

– Pro Football’s Finale (February 8, 2026): The annual championship game in Santa Clara has seen a 395% year-over-year increase in searches, with average nightly room rates doubling to $415. Travelers typically book two to three weeks in advance.

– Winter Sports’ Biggest Event (February 6-22, 2026): Northern Italy will host international winter sports competitions, causing increased searches for Milan (+135%) and Cortina d’Ampezzo (+280%). 

– 100 Years of Route 66 (May 1-3, 2026): The centennial of Route 66 is rekindling interest in road trips, with notable search increases in Chicago (+30%), Springfield (+50%), Flagstaff (+15%), and San Bernardino (+50%). 

– Summer Soccer Tournament (June – August 2026): International soccer matches across North America have led to a 665% surge in global searches for host cities. Notable increases include Los Angeles (205% for June 12), Seattle (385% for June 19), and Los Angeles again (270% for June 25), with hotel prices ranging from $530 to $805 per night.

– Total Solar Eclipse (August 12, 2026): The eclipse will be visible across parts of Europe and the Arctic. Cities like Reykjavik, Iceland (+445% in searches), Greenland (+55%), and northern Spain (+125%) are expected to see the highest demand. 

– Bad Bunny World Tour (January – July 2026): The artist’s tour is generating increased searches in cities such as Medellin (+25%), Buenos Aires (+55%), Sao Paulo (+80%), and Madrid (+45%). 

Booking Strategies and Price Trends

Hotels.com recommends booking accommodations as early as possible, especially for events with historically high demand. Flexible booking options, such as free cancellation, are advised to secure rooms before prices escalate. The company’s data from previous years demonstrates that waiting until the last minute can result in limited availability and significantly higher costs.

Conclusion

The 2026 travel landscape is being shaped by a series of major events that are already influencing hotel demand and pricing. Travelers planning to attend these events are advised to book early to avoid high costs and limited choices. Hotels.com’s data underscores the importance of early planning for event-driven travel in the coming years.