Britons enduring the summer heat are opting for cooler destinations for their vacations. In the past, families typically sought sunny getaways to escape the often rainy weather in the UK. However, the recent heatwaves in England and Wales have led to a new trend known as “coolcations.”
Instead of traditional hotspots like the Mediterranean, many travelers are now actively searching for destinations with more comfortable temperatures. A survey by InsureandGo revealed that three out of four UK holidaymakers believe popular destinations such as France, Spain, Greece, and Cyprus will become too hot to visit by 2030. Data from Trip.com showed a substantial 237% increase in searches for cooler summer destinations.
Awaze, the company behind Hoseasons and cottages.com, reported a significant surge in online searches for “coolcations” and “escape the heat” over the past three months. Awaze’s CEO, Matthew Price, noted that the hot weather has given rise to a new holiday category, with travelers increasingly looking to cooler climates like Scotland, Yorkshire, and the northwest of England.
The trend has also boosted interest in Scandinavian destinations, despite potentially higher costs for British tourists. Travel Counsellors, based in Manchester, observed a 25% increase in trips to northern Europe, particularly Norway. Temperatures in Bergen, on Norway’s west coast, are expected to reach 20°C this week.
Jim Eastwood, the UK chief executive of Travel Counsellors, mentioned that the current heatwave has prompted people to carefully consider their travel timing. Shoulder-season holidays, offering a balance of comfortable temperatures, value, and availability, have been gaining popularity.
Hyatt Hotels reported a more than doubling of bookings for Sweden in the past three years. Trailfinders, a travel company, highlighted Iceland, the Swiss Alps, and South Africa as other popular coolcation destinations, with South Africa experiencing winter temperatures averaging between 17°C to 20°C.
