Jackson is the hottest U.S. destination for early summer bookings, according to data from AirDNA which tracks AirBnb, VRBO, and other short-term rentals. The trend mirrors a Gen Z pivot from beach vacations to mountain escapes.
Mountain escapes are beating out beach bookings, and Jackson is finding itself at the top of the early bird list.
Summer bookings in Jackson are filling up the fastest in the nation, according to an analysis by AirDNA Director of Economics and Forecasting Bram Gallagher. That’s put the mountain town at the top for hottest summer tourism spot in the nation.
Jackson’s early booking surge mirrors a broader shift in American travel, as vacationers — particularly Gen Z — swap beaches and sunbathing for cooler mountain towns, national parks, and #touchgrass getaways that promise immersion in nature, wellness, and shared outdoor group experiences, all in one place.
Gallagher said his analysis captures 90 to 95% of the short-term rental market and is a good indicator of where early birds are rushing to lock in their summer travel plans.
“It’s difficult to figure out, like what do we mean by the hottest market,” Gallagher said. “If you just look at demand nights, you end up with Orlando, because that’s just a gigantic market. We could also look at demand growth, but one of the metrics we looked at was occupancy. Just how full is a market? So, if it’s a hot summer market, it must be filling up.”
Jackson floated to the top of that list, with a 57% occupancy rate already on the books for June.
“That’s for today, April 7,” Gallagher said. “And when I compare that to April 7, 2025, so you can see an apples-to-apples comparison, last year we had 25,000 nights booked in April, early April (for June). This year we’ve got 30,000 booked. So that’s a pretty big increase — 20%.”
The jump in occupancy rates is even bigger for the core summer months of July, August and September, Gallagher added, indicating a broader shift for this market, which annually hosts millions of visitors and helps drive the state’s tourism economy. Bookings for those months show a 30% increase in early summer bookings for 2026, as compared to the same period for 2025.
Nature-Based Experiences Are Trending
Part of the surge in early summer bookings for Jackson reflects a broader shift in travel interests, away from beaches and sunbathing toward more active mountain escapes or other nature-based experiences like forest bathing, which involves immersing oneself in nature to improve health and reduce stress.
Searches for stays near national parks are up 35% in 2026, according to Airbnb data, and Jackson Hole makes the top 5 most-searched U.S. destinations.
Other highly searched destinations include Acadia National Park, Shenandoah National Park, the Great Smoky Mountains National Park, and Yosemite National Park.
The trend is being led by Gen Z, who want to get away from screens and #touchgrass. While that’s often tossed about on social media platforms to suggest someone is spending too much time online, the idea of actually going out to touch grass is actually appealing to many and has attracted its own channels and social media groups.
On TikTok, for example, #touchgrass has collected more than 90,000 posts since October 2025 and growing. That’s just one platform.
Charms Of Mountain Magic At Work
Jackson’s growing popularity doesn’t surprise Christopher Wardman, who is guest services manager for Rendezvous Mountain Rentals & Property Management.
“It was only a couple of years ago that Jackson was the global No. 1 Christmas destination,” he told Cowboy State Daily. “Taking the title for an alternative season is a huge win.”
The shift toward more nature-driven escapes is a turn that Wardman has watched over a more than 20-year career. Several things play into it, based on his conversations with guests over the years.
Mountain climates are cooler in summer, which attracts those who want to escape excessive summer heat, rather than baking like a clam on a summer beach.
“A likely scenario for a family enjoying a casual beach destination often concludes with some of the older members retiring early to their rentals and sitting inside the air-conditioned interior,” he said. “That steals much of the authenticity when this sedentary experience is so common, even on vacations.”
The chance to just open the windows on a cool summer night is a “mind boggling concept” to many guests who live elsewhere, Wardman added. They can hardly believe it when all that’s needed to cool things down is an open window, which comes with the added bonus of breathing fresh mountain air.
Jackson’s many group-oriented activities also present better bonding opportunities for families, couples and friends, which particularly feeds into return visits.
Then there’s the fact that nature is undeniably good for mental health.
“If we haven’t figured it out by now, it should be declared as factual and relevant that nature is healing, plain and simple,” Wardman added. “The difference in immediately available activities for the typical tourist is almost night and day, and few of these activities are solitary. Most hiking, park experiences, horseback riding are primarily enjoyed by groups and their families.”
Rugged Grit Meets Western Glamour
To Wardman, Jackson’s phenomenal increase in summer bookings just proves out a long-standing belief that Jackson Hole offers something uniquely authentic and memorable.
“Why do we travel and what do we wish to achieve?” he said. “The answer usually falls between thrills and cultural nourishment, for which Jackson is quintessentially perfect.”
There are many other mountain escapes in the world, but Jackson's offers a unique blend of rugged grit and glamor with a dash of western history, all of which combine to make Jackson a standout.
“Few places retain the authentic, real, and exciting culture found in Jackson,” Wardman said. “This could also be one of the last vestiges of authentic American culture that has stood the test of time to shape this beautiful region. (It) is a beautiful marriage between rugged nature and luxurious amenities. Sure, there are others, but none with the same character or standards.”
Renée Jean can be reached at renee@cowboystatedaily.com.
