Forget the Hamptons and Miami... Americans are seeking out unexpected destinations for Labor Day vacations

Labor Day is the last hurrah of summer, as families fire up the barbecue and squeeze in a final beach weekend getaway.

More and more, Americans are looking beyond well-trodden beach destinations for Labor Day vacations and seeking quieter trips to lesser-known spots.

HomeToGo found that online searches for Labor Day getaways this year are up 23 percent from 2025, with nine out of 10 searches focused on rural destinations.

The trend points to a growing appetite for small towns and under-the-radar locales, with Mississippi's historic coastal city of Bay St. Louis as the most searched destination.

The appeal of Bay St. Louis lies in its vibrant arts community, scenic harbor and relaxed small-town charm.

It also won't break the bank for a weekend stay, with the median nightly cost per person for a vacation rental hovering around $119, according to the study.

That's significantly cheaper than Miami, where a mid-range hotel typically costs between $180 and $260 a night, according to Skyscanner data - meaning travelers could save roughly 34 to 54 percent by opting for Bay St. Louis.

Evan Saunders, senior vice president of Travel at Azira, said the shift is being driven by a combination of high airfares, better marketing from smaller cities and towns, and new technology that makes it easier to discover places outside the traditional tourist circuit.

'It's a combination of high flight prices coupled with more effective marketing campaigns and easier access to AI tools for destination discovery,' Saunders told the Daily Mail.

With airfare prices up 26.5 percent in June from a year earlier, flying has become a more expensive proposition for families planning a long weekend.

Airline executives have also indicated they expect pricing to remain elevated as demand continues through the rest of the year.

That is making the classic road trip more appealing, Saunders told us.

'We've spent years associating vacation with getting on a plane, but a lot of travelers are realizing they can drive three, four, five hours and find something they've never experienced before,' he said.

For families, the savings can be significant. Driving eliminates the cost of airfare, airport parking and rental cars, while smaller destinations can offer cheaper accommodation than major tourist hubs.

But money isn't the only factor.

'Honestly, I'd call it both, working together,' Saunders said of affordability and the desire for quieter destinations.

'There's also a real appetite for authenticity. People want a moment they haven't seen a thousand times on Instagram.'

And smaller destinations are becoming better equipped to deliver that experience.

'Rural destinations have caught up in a way they hadn't before,' Saunders said, pointing to improvements in restaurants, lodging and activities that allow smaller towns to offer a full vacation experience rather than simply being a stop along the way.

Technology is also changing how those destinations are discovered.

Tourism boards are increasingly trying to make sure their towns appear in travelers' searches - including searches powered by AI - giving places that once struggled for national attention a new way to get in front of potential visitors.

Saunders said Bay St. Louis is a perfect example of how travelers are discovering lesser-known places on their own rather than through traditional travel guides or TV shows, and then spreading the word to friends and family.

The shift is not necessarily because Americans are tired of the classic vacation destinations. Instead, Saunders said there are simply more travelers than ever, and more of them are looking for something different.

'Americans want local and they want authenticity, and rural destinations are well positioned to deliver that,' he said. 

Anna Brown, a travel expert at Going.com, said the move toward lesser-known destinations is part of a broader shift she has seen in how Americans approach travel.

Brown described it as the 'trendification' of travel - where destinations become hugely popular after going viral, only to become more expensive and crowded as more travelers pile in.

She compared it to a popular food truck that suddenly has lines around the block and higher prices.

'That's basically what's happening with travel destinations right now,' Brown said.

As destinations go viral, airlines add more flights and hotels, restaurants and attractions can become more expensive, she said, while travelers also have to contend with the crowds that follow the hype.

'Selective travelers have caught onto that pattern, and they're steering around it before it happens to them,' Brown said.

Brown said affordability and the desire to avoid crowds are increasingly intertwined.

Going's Summer Pulse Check found that 'selective' has overtaken 'ready and open to adventure' as the dominant travel mindset this summer, with budget concerns playing a major role.

A quarter of travelers told Going they were shifting toward trips closer to home specifically because of cost, while interest in domestic destinations is up 8 percent year over year compared with international travel.

For smaller towns and rural destinations, Brown said, travelers can often get the best of both worlds - lower costs and fewer crowds.

Number two on the list was Red River Gorge, Kentucky, an opt spot for outdoor enthusiasts as it's known for its towering sandstone cliffs, natural arches and forested hiking trails. Median stays are slightly higher, costing $138 per person for a vacation rental. 

In third place was Orcas Island, Washington, known for its evergreen forests, secluded shorelines and sweeping views across the Salish Sea.

The largest of Washington's San Juan Islands, Orcas has seen its popularity soar as travelers seek out quieter alternatives to traditional vacation hotspots.

The wider San Juan Islands are also earning national recognition. The archipelago was recently named the fifth-best island in the U.S. by Travel + Leisure, scoring 85.20 out of 100 in the publication's national travel awards.

Other destinations rounding out the list included Port St. Joe, Florida; Ludington, Michigan; Whidbey Island, Washington; Edisto Island, South Carolina; Jekyll Island, Georgia; Yachats, Oregon; and Bodega Bay, California.

And the growing appetite for these lesser-known destinations doesn't appear to be limited to the Labor Day weekend.

Brown expects the shift toward smaller cities and lesser-known destinations to stick around as travelers are increasingly looking beyond the usual gateway cities for trips that feel more personal, less crowded and often more affordable.

'People are also choosing the experience they want first, rather than defaulting to the biggest name on the map,' Brown said.

Expanding airline service is also making some smaller destinations easier to reach, introducing them to a wider pool of travelers.

For those still trying to make it to one of the destinations on HomeToGo's list this Labor Day, Brown said the airport travelers choose can make a major difference.

Travelers heading to Orcas or Whidbey Island should compare flights into both Seattle and Bellingham before continuing by car and ferry.

Visitors to Jekyll Island and Ocracoke should also factor in the longer drive from the nearest practical airports, Jacksonville and Norfolk respectively, since neither island has regular commercial air service.

Going.com also found Labor Day flight deals still available, including Richmond to Charleston for about $108 round trip, compared with a typical $280 fare, and Portland to Savannah for about $199 round trip, versus more than $440 normally.