Britons enduring the summer heat are opting for cooler destinations for their vacations this year. Traditionally, families would seek sunny getaways to escape the often rainy weather in the UK. However, the recent heatwaves in England and Wales have sparked a new trend known as “coolcations.”
Rather than flocking to popular Mediterranean spots, many travelers are now actively looking for destinations with more comfortable temperatures. A survey by InsureandGo revealed that three out of four UK holidaymakers believe that traditional hotspots like France, Spain, Greece, and Cyprus will become too hot to visit by 2030. Trip.com data also showed a significant 237% surge in searches for cooler summer destinations.
Awaze, the parent company of Hoseasons and cottages.com, reported a 420% increase in online searches for “coolcations” and a 300% rise for “escape the heat” over the past three months. Awaze’s CEO, Matthew Price, mentioned that the scorching temperatures are driving a new trend in holiday preferences. Travelers are now looking farther afield to cooler regions such as Scotland, Yorkshire, and the northwest of England.
Scandinavian destinations have also gained popularity despite potentially higher costs for British tourists. Travel Counsellors, based in Manchester, noted a 25% increase in trips to northern Europe, particularly Norway. For instance, Bergen on Norway’s west coast is expected to hit a high of 20°C this week.
Jim Eastwood, the UK chief executive of Travel Counsellors, highlighted the impact of the current heatwave on travel decisions. He mentioned the rising popularity of shoulder-season holidays, offering a balance of comfortable temperatures, value, and availability. Hyatt Hotels reported a doubling in bookings for Sweden over the past three years.
Trailfinders, a travel agency, recommends Iceland, the Swiss Alps, and South Africa as other coolcation destinations. South Africa, in particular, offers winter temperatures averaging between 17°C to 20°C, providing a refreshing escape from the summer heat.
