American travelers are looking beyond Europe's headline destinations this summer. New search data from vacation-rental marketplace HomeToGo shows surging U.S. interest in spots long beloved by Europeans. The list already stretches from Greece's laid-back Naxos to Italy's tranquil Lake Garda, underscoring the pivot. Industry observers say the movement reflects a broader demand for slower, more meaningful travel experiences. It also offers budget-conscious vacationers a chance to avoid the price premiums attached to Europe's marquee hotspots.
Key Points
- Why it matters: Americans are shifting spending toward authentic, less crowded European regions favored by locals.
- HomeToGo data show Alicante (+552 %) and Crete (+390 %) top YoY search gains.
- Lake Garda and Menorca rival long-time tourist magnets Lake Como and Ibiza.
- Greek islands Naxos, Lefkada, Zakynthos surge as crowd-light alternatives to Santorini.
- Half of U.S. travelers expect to use AI tools for trip planning in 2025.
Snapshot
HomeToGo's latest Summer 2025 Trends report examined millions of U.S. vacation searches between October and January. Europe dominates the findings, filling every top-ten international slot and 80 percent of trending destinations. Yet Americans are skipping Lake Como and Ibiza in favor of Lake Garda, Mallorca, Menorca, and Brittany. Greece's quieter Naxos, Lefkada, and Zakynthos all posted triple-digit growth in search interest compared with 2024. Average stays now stretch to ten days, underscoring travelers' desire to linger rather than city-hop. Combined with favorable exchange rates, the shift promises meaningful savings without sacrificing Mediterranean sunshine. Local tourism boards are responding with marketing that spotlights hiking, gastronomy, and off-season festivals.
Background
Europe's marquee destinations have battled overtourism for years, prompting both governments and travelers to rethink holiday patterns. Spain and Greece have introduced crowd-control measures, while Italian hotspots now levy entry fees and hefty fines. Against this backdrop, lesser-known resorts have quietly refined visitor infrastructure without losing village charm. Upgrades include boutique hotels, expanded ferry links, and bike paths that still feel low-key. Naxos, for instance, invested in new hiking trails across Mount Zas and restored Venetian towers in Chora. Lake Garda's coastal promenades were upgraded, linking Limone and Malcesine with efficient hydrofoil service. These improvements, coupled with nightly rates often 20 percent below big-name neighbors, strengthen the value argument. Consequently, American travelers gain rich scenery, local gastronomy, and culture without facing record summer crowds. Travelers seeking deeper planning details can explore Adept Traveler's comprehensive Lake Garda destination guide.
Latest Developments
Lake Garda Leads a New Top-Ten List
HomeToGo now ranks Lake Garda ninth among top-trending international destinations for U.S. travelers online. Its search volume rose sharply, recently matching Alicante's 552 percent leap and Crete's 390 percent gain. The Italian lake edged out longtime favorite Lake Como thanks to more moderate accommodation prices. Frequent low-cost flights via Verona Villafranca Airport and robust sailing, cycling, and food scenes complete the appeal. Local tourism boards say hotel bookings for June through September are already 28 percent higher than 2024. The figures suggest that HomeToGo search momentum is rapidly converting into real booking demand. Villa rental companies have responded by extending shoulder-season discounts into early October, giving late-summer travelers more flexibility. Local ferry operator Navigazione Lago di Garda has added 12 weekly crossings to accommodate rising demand. Regional officials also fast-tracked funding for a lakeside bike path, slated to open in 2026.
Greek Islands Offer Crowd-Light Alternatives
Searches for Naxos jumped 327 percent year-over-year, propelling the Cycladic island onto HomeToGo's top-ten list. The surge signals a quiet dethroning of Santorini among U.S. travelers this summer season. The municipality rolled out summer buses linking Agios Prokopios Beach with mountain villages such as Apeiranthos. The new route aims to cut rental-car traffic and ease parking congestion during peak summer weeks. Lefkada and Zakynthos posted comparable spikes, at 189 percent and 175 percent respectively in search interest this year. New seasonal flights from Boston and New York to Aktion National Airport on JetBlue have helped. The carrier attaches a quick Athens stop, bundling the islands into existing East Coast schedules. Hoteliers say average nightly rates still hover below €150, far under Mykonos prices during peak season. Beaches like Kathisma and Gerakas remain spacious even in August, when crowds elsewhere usually crest. Tourism officials aim to preserve that balance by capping cruise-ship arrivals at two per day. A pilot program will expand English trail signage and QR-coded audio guides, promoting low-impact exploration.
Analysis
In economic terms the pivot toward secondary European destinations reflects the classic tourism value curve: once a market reaches saturation-think Santorini's sunset viewpoint or Como's waterfront promenades-marginal utility falls while prices climb. U.S. travelers, freshly conditioned by pandemic-era flexibility, are now comfortable researching alternatives that promise similar scenery at lower cost. Lake Garda's average nightly rental price currently trails Lake Como's by roughly 18 percent, according to STR data, yet offers comparable lake-and-Alp panoramas plus wine regions like Valpolicella within an hour's drive. In the Cyclades, Naxos delivers broad sandy beaches and authentic taverna culture, but its airport handles turboprops rather than wide-bodies, naturally throttling arrivals. These structural factors help sustain the "sweet spot" of moderate demand and local authenticity. The travel-tech angle is equally salient. With 53 percent of Americans saying they will use AI planners in 2025, destination discovery now happens through conversational prompts that surface non-mainstream options. HomeToGo's AI Mode, for example, steers users toward rental-dense locales with high review scores, boosting visibility for Mallorca's quieter cousin Menorca or France's windswept Brittany. If sustained, the trend may diffuse tourist spending more evenly across Europe, easing pressure on overtouristed hubs and widening the economic benefits of travel. Regional authorities across Italy, Spain, and Greece are therefore revisiting carry-capacity models and incentivizing off-season marketing. Still, destination managers must ensure infrastructure scales responsibly; otherwise, today's hidden gem risks becoming tomorrow's cautionary tale.
Final Thoughts
For travelers planning a European summer, the message is clear: look where the locals go. By choosing under-the-radar favorites such as Naxos, Menorca, Brittany, or the fruit-orchard shores of Garda, Americans gain both breathing room and a deeper cultural payoff. The HomeToGo data suggest that these choices are no longer fringe; instead, they define the new mainstream for value-driven, authenticity-seeking visitors. With airlines and tour operators already expanding capacity to meet demand, now is the moment to lock in shoulder-season rates and explore Italy's largest lake-before the word truly gets out about Lake Garda.