More travelers are choosing to explore destinations at their own pace, with rental cars offering the flexibility to go beyond the usual routes and discover places that are harder to reach. According to data from Trip.com, a leading global travel agency, car rental bookings have spiked 81 percent over the past year. The growth reflects a broader shift in travel behavior: self-drive is no longer simply about getting from one place to another, but about creating more immersive and personalized journeys.
Trip.com car rental data shows that Japan ranks as the top self-drive destination, with bookings up 119 percent year on year (YoY). Thailand, the US, South Korea and Australia are also popular destinations, recording YoY growth of 59 percent, 54 percent, 148 percent, and 74 percent respectively, highlighting strong demand for independent exploration across Asia-Pacific and beyond.
Among city-level trends, Jeju (up 148 percent YoY), Tokyo (up 156 percent YoY), Okinawa (up 87 percent YoY), Sapporo (up 129 percent YoY), and Fukuoka (up 88 percent YoY) stand out as leading choices for travellers looking to combine urban experiences with regional exploration.
Japan’s appeal lies in its diversity — from open roads in Hokkaido to island routes in Okinawa and Kyushu, as well as scenic coastal journeys around Mount Fuji. Self-drive travelers are discovering destinations beyond major cities and exploring places that are less accessible by traditional transport.
Thailand offers a different style of road travel, with travelers drawn to northern routes that combine mountain landscapes with local culture.
While Asia-Pacific remains a major driver of self-drive growth, the trend is also gaining momentum in Europe. Italy, Spain and Germany recorded the strongest booking growth, at 88 percent, 80 percent, and 75 percent YoY respectively. Data shows drive-related content from Spain soared 662 percent YoY, while the UK and Italy jumped 371 percent and 211 percent, respectively.
Spain’s coastal roads invite travelers to discover seaside towns and scenic viewpoints. Tuscany’s countryside offers stops at vineyards, local wineries and thermal springs. In the UK, rural routes capture the spirit of The Kinks’ “Village Green”, with traditional villages and quiet roads along the way.
From a traveler origin perspective, Asia-Pacific markets are emerging as key contributors to global car rental demand. Travelers from South Korea, Thailand, Hong Kong, Japan and Taiwan rank among the top source markets, recording YoY growth of 85 percent, 78 percent, 62 percent, 113 percent, and 139 percent respectively.
As self-drive travel becomes more mainstream, travelers are choosing vehicles that match different travel scenarios. According to Trip.com car rental data, sedans account for 52 percent of bookings, followed by SUVs at 29 percent and passenger vans at 17 percent, while other vehicle types make up the remaining share.
Family travel is a key scenario driving this shift. Travelers aged 25 to 44 account for the majority. Among family travelers, those with young children represent over half of road trip bookings and family road trip content has increased 309 percent YoY.
Other lifestyle-driven travel styles are also expanding. Pet-friendly road trip content (+209 percent YoY) and campervan and RV-related content (+220 percent YoY) reflect travelers’ growing interest in new ways to travel with companions and make vehicles part of their adventures.
Trip.com car rental data shows that average booking lead time is now about a week longer than a year ago, suggesting travelers are planning road trips further ahead and incorporating self-drive experiences into broader itineraries.
Meanwhile, travelers are placing greater emphasis on protection and convenience. Insurance purchase orders have increased 131 percent YoY, reflecting stronger demand for support when driving to unfamiliar destinations.
Convenience remains a key consideration. Automatic vehicles account for 95 percent of bookings, while most bookings are prepaid online, highlighting travelers’ preference for simpler, more efficient rental experiences.
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