Britons seeking relief from the summer heat are opting for cooler destinations for their vacations.
Traditionally, families used to escape the UK’s rainy weather by heading to sunny getaways. However, the recent heatwaves in England and Wales have led to a new trend known as “coolcations.”
Instead of the usual Mediterranean spots, many travelers are now actively searching for destinations with more pleasant temperatures.
A survey by InsureandGo in May revealed that three out of four UK holidaymakers believe that popular hotspots like France, Spain, Greece, and Cyprus will become too hot to visit by 2030. Additionally, data from Trip.com showed a significant 237% surge in searches for cooler summer destinations.
Awaze, the company behind Hoseasons and cottages.com, reported a remarkable increase in online searches by 420% for “coolcations” and 300% for “escape the heat” in the last three months.
Matthew Price, CEO of Awaze, noted that the soaring temperatures have given rise to a new holiday category. He mentioned that vacationers are increasingly looking at cooler climate destinations such as Scotland, Yorkshire, and the northwest of England.
The trend has also boosted the popularity of Scandinavian destinations, despite the potential higher costs for Britons.
Travel Counsellors, based in Manchester, observed a 25% rise in trips to northern Europe, particularly Norway, compared to last year. Bergen, on Norway’s west coast, is expected to see temperatures reach 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 growing appeal of shoulder-season holidays, which offer a balance of comfortable temperatures, value, and availability.
Hyatt Hotels reported a doubling of bookings for Sweden over the past three years.
Trailfinders, a travel agency, recommends Iceland, the Swiss Alps, and South Africa as ideal coolcation destinations, with South Africa experiencing winter temperatures averaging between 17°C to 20°C.
For travelers looking to escape the heat, these coolcation destinations offer a refreshing alternative to traditional hotspots.