DALLAS – From championship games and global music tours to once-in-a-lifetime celestial events, 2026 is shaping up to be a landmark year for event-driven travel. According to Hotels.com® search data, travelers are already planning trips that will put them front and center for some of the biggest moments of the year.
Whether it’s February’s pro football finale or snagging a stay in the path of totality for August’s total solar eclipse, hotel prices tend to rise in the runup to the event, with sharp spikes starting around three weeks out.
Big events drive intense demand, which means hotel availability shrinks quickly and prices rise fast. Timing is key. During the 2024 total solar eclipse, hotel rates spiked a few weeks out when occupancy hit 85-90% in towns in the path of totality. With searches already up triple-digits for this summer’s eclipse, your best bet is to book now with free cancellation — and that strategy applies to other big games and concerts, too. Melanie Fish, Vice President of Public Relations for Hotels.com
Hotels.com data shows that these six events are expected to be among the biggest travel drivers of 2026:
- Pro Football’s Finale (February 8, 2026): The huge game is one of the most traveled to sporting events each year. This year’s game in Santa Clara is already driving a 395% YoY increase in searches and an average room price of $415 a night, double what it was at the same time last year. Historically, travelers book two to three weeks ahead of the game on Hotels.com.
- Winter Sports’ Biggest Event (February 6-22, 2026): The world’s top athletes descend on Northern Italy tocompete in thrilling snow and ice sports. Many travelers are eager to experience the excitement firsthand, making Milan (+135%) and Cortina d’Ampezzo (+280%) both see increases in YoY searches.
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100 years of Route 66 (May 1-3, 2026): America’s most iconic highway turns 100 this year, reigniting interest in nostalgic road trips and small town stays along Route 66. Early data shows increased summer demand across some of the most iconic towns on Route 66, from Illinois to California.
- IL: Chicago (+30%), Springfield (+50%)
- AZ: Flagstaff (+15%)
- CA: San Bernard