Hot Travel Trend: "Townsizing" Gains Popularity as Travelers Seek Charming Small American Towns

Gen Z travelers are flocking to charming small towns like Cape Cod for a peaceful, movie-esque getaway.

Hot Travel Trend: "Townsizing" Gains Popularity as Travelers Seek Charming Small American Towns

As summer approaches, many Americans are setting their sights on vacation—but this year, the allure of bustling cities and crowded tourist hotspots seems to be fading in favor of something more serene. A rising trend dubbed “townsizing” is capturing the imagination of travelers eager for a taste of simplicity, comfort, and nostalgia in the heart of America’s small towns.

This shift in travel behavior was spotlighted in Priceline’s 2025 annual travel trends report, which found that people across the country are increasingly searching for under-the-radar destinations that offer a retreat from the fast pace of daily life. The growing appetite for these “quaint, comfy respites,” highlights how many Americans are seeking not just a place to visit, but a lifestyle they can temporarily embrace—one marked by relaxation, authenticity, and charm. According to the report, “Americans are seeking simplicity and will travel to find it.”

Interestingly, the draw of small-town travel transcends generations, though the motivations differ. For baby boomers, these destinations conjure feelings of peaceful respite, offering a welcome break from the noise and crowds often found in larger locales. Meanwhile, younger generations—especially Gen Z—are leading the “townsizing” charge as a way to step into settings reminiscent of the comforting, picturesque scenes seen in their favorite movies. In fact, Gen Z travelers are 89% more likely than average to seek vacations that embody the so-called “Nancy Meyers lifestyle”—a nod to the cozy, coastal charm depicted in films like "Something’s Gotta Give" and "The Holiday."

Popular “townsizing” destinations include spots such as Old Saybrook, Connecticut; North Wildwood, New Jersey; and Cape Cod, Massachusetts, all of which encapsulate that sought-after blend of coastal beauty and cinematic appeal. These locations promise visitors a chance to immerse themselves in the kind of slow-paced, idyllic lifestyle that’s too often missing in everyday routines.

The new report reveals that 67% of Gen Z travelers now see vacations as an opportunity to live out their small-town dreams, opting for experiences focused on quiet exploration over hectic sightseeing. “These types of trips are for people who want to sit back, relax and take their time exploring the local shops and restaurants of a quiet area—away from the hustle and bustle of a big city,” explained one veteran travel adviser.

The trend is also taking root in areas like New Baden/French Lick, Indiana, where more travelers are choosing easy weekend getaways over elaborate, far-flung itineraries. “They are looking for a place they can easily drive to that has good hotel options and fun things to do,” said another travel expert. “They want to go off the beaten path but not be inconvenienced.”

For many, “townsizing” isn’t just about the ambiance—it’s also a practical choice. Skipping flights and opting for drivable destinations allows travelers to save money while embracing a more relaxed pace. This combination of affordability, convenience, and authenticity is helping to give small American towns a moment in the spotlight, as families and solo explorers alike search for memorable, meaningful ways to spend their summer vacations away from the usual crowds.