Wanderlab and Choice Hotels Unveil Epic Route 66 Guide

By Evelyn Baker Updated Feb 24, 2026 Category News Read 5 min

The Road Less Traveled: Route 66 Turns 100

So, here’s the deal. Route 66’s centennial is more than a mere birthday; it’s like a road trip hall of fame—packed with stories, nostalgia, and yeah, a fair bit of Americana. The folks over at Wanderlab, under Tripadvisor's banner (you know, the Nasdaq: TRIP big dogs?), are teaming up with Choice Hotels—yeah, the NYSE: CHH crew—to debut an interactive guide. They skimped on the deets, but from where I sit, this partnership is all about showcasing those roadside gems that have become a kind of pilgrimage for road trip lovers.

A New Map for a Legendary Journey

Picture this: an interactive map that stretches all 2,500 miles of Route 66—from Illinois to California. This ain’t just your grandma's travel brochure; it’s a treasure map for the modern-day traveler (or the folks looking to set the stage for a killer Instagram story). Wanna grab a beer at a quirky diner or sleep in a Comfort Suites near St. Louis? You got it. The guide spills the beans on destinations and accommodations that most folks wouldn’t think twice about. We're talking about merging history with practicality here—a dynamic duo every traveler needs.

“Route 66 isn't just a road, but a century's worth of stories and experiences.” – Steve Paganelli, VP at Tripadvisor

And listen—Route 66 is seeing a 20% year-over-year boost in interest, according to Tripadvisor. A lot of folks are feeling that itch to hit the open road, with a whopping 56% of US travelers planning to go the driving route this year. Sounds like those old-school road trips are bouncing back—just like those retro diners serving horseshoe sandwiches in Springfield.

Local Flavor and Unique Adventures

Let’s break it down by states. Starting in Illinois, you’re greeted with neon-lit nostalgia. Makes you wonder, where did this charm go? Kansas only holds 13 miles, but how they pack that charm is beyond me—seems like every inch is meaningful. This is the beauty of Route 66; every state offers something unique. Folks, this isn’t just about making distance. It’s about experiences that you can’t get back. As you roll through Missouri, don’t forget to check out the nostalgic 66 Drive-In Theatre—who doesn’t love movies under the stars?

Oklahoma’s stretch, the longest one, features those iconic landmarks, like the Round Barn, making you wonder how these places kept their histories alive. And for my Texas pals? Cadillac Ranch is just waiting for your photo op—and maybe a steak challenge if you’re feeling brave. Eating that 72-ounce monster? Now that should bolster your road trip cred. Hang on a sec, though; I’d keep an eye on lodging quality as you roll through. A comfy bed is non-negotiable after a long drive.

Why This Matters for Investors

From an investment standpoint, you have to scratch your head and wonder about the implications of this growing interest. Companies like Tripadvisor and Choice Hotels are capitalizing on this vintage revival, reeling in both nostalgia-driven travelers and modern digital wanderers. I mean, really, how many out there are ready to plan their next family road trip? It makes you think about what this means for demand in the hospitality sector as families seek out cozy stays along this legendary highway.

But don’t let shiny gadgetry fool you; I’d argue there’s a ticking time bomb for complacency. Sure, demand looks strong now, but will it hold? Could this nostalgic trip prove a passing trend, or will it stick? The birth of these thematic guides could also spark more competition. With new apps and gadgets hitting the scene faster than you can say ‘road trip,’ companies will need innovative strategies to keep those customers rolling in. It’s that shareholder sucker punch that’s happened time and time again whenever companies fail to adapt.

What About the Long Game?

Long-term viability relies on how these brands continue to engage their audiences. The market isn’t just hungry for novelty; it craves authenticity. Tripadvisor’s got its work cut out for it. With their billion-plus reviews, they’re primed to take the lead in shaping this adventure economy, no doubt. But can they sustain it? Only time will tell if they’ll be able to keep travelers hooked, and that holds true for Choice Hotels as well. I’d wager on it that folks want meaningful experiences over cycling through the same ol’ locations.

Frequently Asked Questions

What is the significance of the Route 66 guide?

The guide commemorates 100 years of Route 66, providing a digital roadmap for modern travelers to engage with its rich history.

How does Tripadvisor benefit from this partnership?

This collaboration leverages Tripadvisor’s expansive travel insights alongside Choice Hotels’ wide network, making trip planning more accessible for consumers.