A recent Tripadvisor report, The Great American Road Trip 2026, reinforces what many in the Black Hills & Badlands tourism industry are already seeing firsthand: road trips are not only thriving, they are becoming increasingly meaningful to travelers seeking connection, flexibility, adventure, and authentic experiences.
According to the study, 62% of U.S. travelers have taken a road trip in the past year, and more than half say road trips are more important today than they were previously. Interestingly, that growth is being driven heavily by younger travelers, with 63% of Gen Z saying road trips have become more important in recent years.
For the Black Hills & Badlands region, the findings align exceptionally well with the types of experiences visitors come here to enjoy. Travelers increasingly view the journey itself as part of the vacation experience, not simply transportation. In fact, 89% of travelers say road trips make “the journey feel like the destination,” while 51% specifically seek scenic drives and 49% say road trips help them discover new destinations.
The report also highlights the strong emotional connection travelers associate with road trips, particularly families. Road trips are increasingly viewed as opportunities for meaningful shared experiences and uninterrupted time together. Tripadvisor found that “spending quality time” is the number one reason travelers take road trips, and 54% say they road trip specifically to make memories with family and friends.
For family destinations like the Black Hills & Badlands, one statistic stands out especially well: 50% of parents say road trips strengthen shared experiences. Additionally, 67% of parents value the rare screen-free conversations that happen while traveling together.
Adventure also remains central to the appeal of road travel. The study found:
- 55% say road trips feel like an adventure
- 55% take road trips specifically “to have an adventure”
- 52% say road trips break them out of their daily routine
- 48% value the scenery and landscapes experienced along the way
Those findings strongly support the region’s outdoor recreation, scenic beauty, wildlife experiences, roadside attractions, and sense of exploration that travelers often associate with a Black Hills & Badlands vacation.
The report also reinforces a trend many tourism businesses are already noticing firsthand: travelers are booking later and seeking greater flexibility in their plans.
According to Tripadvisor, modern road trips are increasingly shorter, more spontaneous, and less rigidly planned than traditional vacations:
- 71% of road trips last just 1–4 days
- 52% are planned less than a month ahead
- 87% of travelers make spontaneous stops during their trip
- 62% adjust their route while already traveling
The study also found that only 20% of road-trippers plan nearly everything in advance, while 80% leave at least some flexibility in their plans.
For businesses across the Black Hills & Badlands, these findings help explain the shorter booking windows many lodging properties, attractions, and activities have been experiencing. Today’s road trip travelers are increasingly making decisions in real time, often while already traveling.
This trend highlights the growing importance of strong digital visibility, mobile-friendly information, updated hours and availability, social media activity, and positive online reviews. Travelers are often searching for places to stay, things to do, and dining options while already on the road, creating opportunities for businesses that remain visible and easy to discover in the moment.
The report also suggests that road travelers are highly valuable visitors for destinations and local businesses. Road trips are significantly more likely to include multiple stops, and travelers spend more on experiences and dining during these trips than on many other types of travel.
Travelers specifically seek out:
- Local restaurants (65%)
- Scenic viewpoints (54%)
- Historical landmarks (54%)
- National parks (52%)
- Roadside attractions (52%)
Another interesting takeaway is the growing role affordability plays in travel decisions. While affordability is not necessarily the primary reason travelers choose road trips, it is becoming increasingly influential in the decision-making process. Tripadvisor found that 44% of travelers say road trips are becoming more important because they feel more affordable. As the report notes, “Affordability may not spark the trip — but it’s increasingly shaping the decision.”
Finally, the study reinforces how travelers are discovering destinations and businesses in real time while on the road. Travelers increasingly rely on digital tools and online inspiration throughout their trip planning and travel experience:
- 60% use search engines
- 34% use social media for inspiration
- 28% use travel review platforms while traveling
- 11% already use AI to help plan trips
As BH&B implements AI tools and trip-planning resources on BlackHillsBadlands.com, these findings reinforce the importance of meeting travelers where they are increasingly searching for inspiration and travel guidance.
Overall, the report paints a strong picture for destinations like the Black Hills & Badlands. Today’s travelers are seeking flexibility, scenic beauty, authentic experiences, meaningful family connections, spontaneous discovery, and adventure, all strengths that continue to position the region as an ideal road trip destination.
Today’s road trip travelers are actively looking for places to discover along the way. BH&B offers a variety of marketing opportunities designed to help put your business in front of visitors exploring the Black Hills & Badlands. Contact our team to learn how we can help you connect with travelers throughout every stage of their journey.
Source: Tripadvisor’s The Great American Road Trip 2026 study conducted with Morning Consult among 2,014 U.S. travelers.