Media release from AAA – The Auto Club Group:
ATLANTA (September 16, 2026) – As Labor Day marks the unofficial end of summer, AAA says now is the time for travelers to begin planning their Thanksgiving, Christmas and New Year’s vacations.
According to a new AAA travel survey, almost 3 in 10 (29%) Georgians begin planning holiday trips during September and October, while only 9% wait until November or December.
For many travelers, cost is driving those decisions. The survey found that budget concerns (46%) and waiting for lower prices (35%) are the leading reasons travelers delay booking trips. Yet that strategy often backfires. Nearly half (49%) of residents said they delayed booking a trip and later paid more than they would have if they booked earlier. Seventeen percent paid significantly more, while 32% paid somewhat more.
“Many travelers are hoping to find a better deal by waiting,” said Montrae Waiters, spokeswoman for AAA – The Auto Club Group. “Unfortunately, our survey shows that strategy doesn’t always pay off. Travelers don’t need to book the first itinerary they find, but this is a good time to start researching options, comparing prices and making decisions before choices become more limited.”
The survey also found that staying within budget and finding the best price are travelers’ biggest sources of planning stress. Overspending is the most common travel-planning regret, followed by waiting too long to book.
Why Do Travelers Wait to Book Trips?
23% cite concerns about weather or travel disruptions
25% are waiting for family or friends to commit
35% are waiting for lower prices
46% cite budget concerns
What Are the Benefits of Booking Holiday Travel Early?
Starting early gives travelers:
More flight options
Greater hotel availability
More vacation package choices
More flexibility if plans change
More time to compare destinations and pricing
The ability to optimize complicated vacation
Letting a Travel Advisor know your vacation interests early, will allow them to watch for deals and available options, that travelers don’t see otherwise. Travelers considering international vacations, cruises, or multi-country itineraries may also benefit from professional travel planning assistance. According to the survey, those are the types of trips most likely to prompt travelers to work with a travel advisor.
How can Travelers Save Money on Holiday Travel?
Travelers looking to stretch their budgets may also benefit from avoiding peak holiday travel periods. Among travelers who prefer taking holiday vacations before or after the actual holiday week:
35% cite less travel stress
38% cite more flexibility
47% cite lower prices
52% cite fewer crowds
What are the Best Holiday Travel Planning Tips?
Establish a budget before booking
Compare multiple travel dates
Consider traveling before or after peak holiday weeks
Set price alerts and monitor fare changes
Book once the itinerary aligns with your budget and priorities
When Should You Work with a Travel Agent?
Travelers planning complex vacations, cruises, international or multi-country itineraries, or family trips may benefit from working with a travel agent. AAA’s travel survey found that international vacations and multi-country itineraries are the types of trips most likely to prompt travelers to seek professional assistance.
“Travelers are balancing price, flexibility, and peace of mind when planning vacations,” said Waiters. “A travel agent can help travelers compare options, maximize value, and understand important considerations before booking, especially for more complicated itineraries.”
About the AAA Consumer Pulse™ Survey
The AAA Consumer Pulse™ Survey was conducted online among 400 Georgia residents from August 5–13, 2026. Survey results asked for all respondents have a maximum margin of error of ± 4.9 percentage points. Responses are weighted by age and gender to ensure reliable and accurate representation of the adult population (18+) in Georgia.
About AAA – The Auto Club Group
The Auto Club Group (ACG), named a 2026 Forbes Most Trusted Company in America, is the second-largest AAA club in North America, with more than 13 million members across 14 U.S. states and two U.S. territories. ACG and its affiliates provide members with roadside assistance, insurance products, financial services, travel offerings and more. ACG is part of the national AAA federation, which serves more than 66 million members across the United States and Canada. AAA’s mission is to protect and advance freedom of mobility and improve traffic safety. For more information, download the AAA Mobile app, visit AAA.com, and follow us on social media.
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