As North America prepares to host one of the world’s largest international soccer tournaments, new data indicates diverging traveler behavior.

New Expedia Group data from the Unpack ’26 Summer: The Trends in Travel report identifies “Kick Off or Take Off” as a defining global travel trend this summer, with travelers making one of two distinct choices as the world prepares for the major international soccer tournament held in North America.

The new data highlights a growing intentionality around crowds, cost and experience:

• Kick Off: Soccer superfans traveling to North American host cities to experience the match-day excitement in person, with demand skyrocketing in destinations like Kansas City, U.S. (+700%), Philadelphia, U.S. (+210%) and Monterrey, Mexico (+210%).
• Take Off: Other travelers are choosing destinations across Europe, Asia and South America with lower hotel prices – nearly 25% lower on average – even with interest rising an average of over 35% year-over-year.

“This summer, we’re seeing a clear split in traveler behavior: soccer fans are heading straight into the action, while others are using the moment to travel somewhere quieter and more affordable,” said Melanie Fish, Vice President, Global Public Relations, Expedia Group. “What’s driving both decisions is purpose: travelers are being more intentional about how and where they want to spend their summer.”

Which cities are seeing the biggest surge in soccer travel this summer?

As tournament anticipation builds, these are Expedia’s 2026 Kick-Off Destinations — the cities seeing the biggest search increases for the games:

• Kansas City, U.S. (+700%)
• Philadelphia, U.S. (+210%)
• Monterrey, Mexico (+210%)
• Atlanta, U.S. (+200%)
• Houston, U.S. (+120%)
• Dallas, U.S. (+115%)
• Guadalajara, Mexico (+95%)
• Mexico City, Mexico (+85%)
• Boston, U.S. (+80%)
• Los Angeles, U.S. (+60%)
• Seattle, U.S. (+55%)
• Miami, U.S. (+45%)
• Vancouver, Canada (+40%)
• Toronto, Canada (+25%)
• San Francisco, U.S. (+25%)
• New Jersey, U.S. (+20%)

Which destinations have lower hotel prices this summer?

For travelers looking to get away this summer, Expedia’s 2026 Take-Off Destinations highlight popular spots in Europe, Asia and South America with lower hotel prices, measured by Average Daily Rate (ADR):

• Fukuoka, Japan (-35% ADR)
• Buenos Aires, Argentina (-35% ADR)
• Nara, Japan (-30% ADR)
• Thasos, Greece (-30% ADR)
• Shenzhen, China (-25% ADR)
• Courchevel, France (-20% ADR)
• Krabi, Thailand (-20% ADR)
• Manchester, U.K. (-15% ADR)
• São Sebastião, Brazil (-15% ADR)
• Kyoto, Japan (-15% ADR)

For more information about these diverging travel behaviors dominating summer travel, check out the Kick Off or Take Off travel trend.

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Notes to Editors:

Methodology

• Kick-Off Destinations are based on increases in accommodation searches on Expedia and Hotels.com for travel between June 10, 2026 and July 20, 2026 versus the same dates in 2025.

• Take-Off Destinations are based on Average Daily Rates (ADR) and accommodation searches on Expedia and Hotels.com from August 4, 2025 to February 1, 2026 for stays between May 22 and September 30, 2026.

FAQ

What is Unpack ’26 Summer?

Unpack ’26 Summer is a seasonal update to Unpack ’26: The Trends in Travel™ that highlights summer travel trends. The Unpack ’26 Summer report draws on first-party data from Expedia, Hotels.com and Vrbo, as well as social listening, and builds on first-party and traveler insight data from Unpack ’26 to forecast traveler behavior this summer.

What makes Unpack ’26 Summer a credible source for travel trends?

Unpack ’26 Summer combines real-time platform data, social listening and third-party research. The report combines data from millions of users and builds on third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct, first shared in the Unpack ’26 report. Findings are backed by behavioral insights, booking patterns and cultural signals, making it a trusted resource for media, industry leaders and travelers alike.

What is the Kick Off or Take Off travel trend?

Kick Off or Take Off is a Summer 2026 travel trend that describes two diverging travel behaviors during this year’s major international soccer tournament in North America. Soccer fans are booking trips to host cities to attend matches, while other travelers are choosing alternative destinations where hotel prices are nearly 25% lower on average.

Which cities are trending for soccer travel this summer?

Expedia’s 2026 Kick-Off Destinations highlight the cities seeing the biggest search increases tied to the tournament. They include:

Philadelphia, U.S. (+210%)

Monterrey, Mexico (+210%)

Atlanta, U.S. (+200%)

Houston, U.S. (+120%)

Dallas, U.S. (+115%)

Guadalajara, Mexico (+95%)

Mexico City, Mexico (+85%)

Boston, U.S. (+80%)

Los Angeles, U.S. (+60%)

Seattle, U.S. (+55%)

Miami, U.S. (+45%)

Vancouver, Canada (+40%)

Toronto, Canada (+25%)

San Francisco, U.S. (+25%)

New Jersey, U.S. (+20%)

Which destinations are cheaper to visit this summer?

Expedia’s 2026 Take-Off Destinations highlight places across Europe, Asia and South America with lower hotel prices this summer. They include:

Buenos Aires, Argentina (-35% ADR)

Nara, Japan (-30% ADR)

Thasos, Greece (-30% ADR)

Shenzhen, China (-25% ADR)

Courchevel, France (-20% ADR)

Krabi, Thailand (-20% ADR)

Manchester, U.K. (-15% ADR)

São Sebastião, Brazil (-15% ADR)

Kyoto, Japan (-15% ADR)

Why does this trend matter for travelers in summer 2026?

Kick Off or Take Off matters because it shows how travelers are making more intentional summer decisions based on crowds, price and experience. Travelers who want to be close to the tournament action can look to host cities, while travelers seeking quieter or lower-priced alternatives can look to destinations with lower hotel rates.

In practical terms, the trend helps answer two summer travel questions: where should travelers go if they want to be part of the soccer excitement, and where should they go if they want lower hotel prices?