“I saw in their eyes something I was to see over and over in every part of the nation, a burning desire to go, to move, to get under way… Nearly every American hungers to move.”
– John Steinbeck, Travels with Charley
If you’ve worked in destination marketing for a minute, you’ve seen what Steinbeck saw. Americans do not simply travel; they yearn to move. Even in the hardest moments of the pandemic, Future Partners’ survey data showed many travelers aching to get out and explore. And today? That hunger has fully roared back. Nothing satisfies that deep-seated American instinct quite like the open road. More than two-thirds of leisure trips in the last month involved a car. Road tripping isn’t just a mode of transportation, it’s an identity. A national pastime.
Which brings us to 2026, and one of the biggest opportunities for destinations in recent memory: The 100-Year Anniversary of Route 66.
Eight states. Hundreds of communities. A century of stories, neon, nostalgia, diners, motor lodges, wide open skies, and now, a year-long calendar of car shows, festivals, parades, restoration events, cultural celebrations, and once-in-a-generation trip inspiration. No wonder 51.9% of Americans say they’re interested in traveling to enjoy these Route 66 centennial experiences. That is a massive demand signal.
But here’s the real story for marketers:
Route 66–interested travelers are a dream audience.
Future Partners’ monthly State of the American Traveler data shows travelers attracted to the anniversary are:
- Highly adventure-oriented.
More than 84% describe themselves as moderately to extremely adventurous, that’s gold for DMOs crafting bold messaging. - Optimistic about travel.
They expect to travel more next year and spend more doing it. - Events-driven.
They already travel for special events and sporting events at far higher rates, so a large-scale celebration like the Centennial is squarely in their wheelhouse. - Social-media power users.
Majority use social platforms for trip planning and destination discovery. - DMO-engaged.
They turn to official visitor bureaus, tourism offices, and local guides significantly more often than other travelers.
This is not a passive audience. This is a ready-to-convert, eager-to-plan, adventure-seeking segment looking to be inspired. And that’s where your opportunity comes into play.
If your destination is anywhere near Route 66, or even thematically connected, you need to understand the intersection of two groups:
- Travelers who are interested in celebrating Route 66
- Travelers who are interested in your destination
That intersection is where marketing magic happens. Our research will tell you:
- Who your best-fit Route 66–inspired prospects really are
- Where they live
- What they want to do
- How they book
- Which messages move them
- And how to reach them more efficiently than your competitors
And the one-and-only place you can explore these intersections? The State of the American Traveler Insights Explorer
This dashboard now includes a special segmentation that allows you to analyze travelers interested in Route 66 anniversary trips alongside those interested in your destination. No guessing. No “spray and pray.” Just clean, fast, strategically powerful traveler intelligence updated monthly. If you want your community, region, hotel, or brand to stand out during one of America’s biggest travel moments of 2026, this tool is essential.
Let’s harness America’s hunger to move.
Let’s turn the Route 66 Centennial into real ROI for your destination.
To see how your destination can optimize this mega event, subscribe to The State of the American Traveler Insights Explorer here.
For the complete set of findings, including data on your audience segments and historic brand performance of your travel brand or destination, subscribe to The State of the American Traveler Insights Explorer tool.
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