Destinations
Detour destinations: the quieter cities she's choosing instead
Overcrowding is pushing women toward second cities with the same charm and half the crowds.
By Jamie Lutz · September 2026 · 4 min read
Brand-ready travel brief
- Audience
- Women travelers · Destinations
- Headline signal
- 63% — of consumers likely to visit a detour destination on their next trip
- Prepared by
- Jamie Lutz, MBA · jamieleightravels.com
Moves for your brand
- ✦Position as the insider alternative to the famous neighbor.
- ✦Build rail-linked ‘add two nights’ packages.
- ✦Lead with walkability, safety and local character.
63%
of consumers likely to visit a detour destination on their next trip
29%
of residents cite overcrowding as a tourism challenge
60%
of women in Asia prioritize lesser-known destinations
The shift
Expedia's research found 63% of travelers are likely to visit a ‘detour destination’ — Girona instead of only Barcelona, Brescia beside Milan, Reims after Paris, Fukuoka after Tokyo. Agoda found 60% of women in Asia actively seek lesser-known, culturally immersive places.
Why women love the detour
Smaller cities feel safer, more walkable and more personal — easier to navigate solo, easier to meet locals, and better value. They also photograph beautifully without the crowds.
The opportunity
Secondary-city hotels and tourism boards can position as the ‘insider’ alternative: a day trip that becomes two nights. Rail-linked packages and smart content turn a detour into a destination.
For brands & hotels
- ✦Position as the insider alternative to the famous neighbor.
- ✦Build rail-linked ‘add two nights’ packages.
- ✦Lead with walkability, safety and local character.
- ✦Invite creators in shoulder season when crowds peak elsewhere.