The heat waves this summer have sent record temperatures soaring across much of the globe. With July 2024 marked as the warmest month ever recorded, travelers are opting for 'coolcations' to escape the oppressive heat.
According to reports, California and Turkey experienced some of the most extreme weather, with temperatures hitting unprecedented highs. This has driven beachgoers and sun-seekers to reconsider their choices.
The National Oceanic and Atmospheric Administration (NOAA) confirmed July 2024 broke previous records, with California exceeding its past highs by nearly two degrees Fahrenheit. Murat Kurum, Turkey's Environment Minister, noted similar alarming figures, stating the nation experienced its hottest July in 53 years.
Not only were individual locations breaking records, but the entire planet marked this summer as historically scorching, leading to widespread concern. Now, many are changing their vacation plans, seeking cooler climates.
Kathy Pafunda, for example, is one of many travelers steering clear of the heat, having previously enjoyed vacations to Alaska and Iceland. “We like to escape during the summer months, especially when going outside feels like taking an unpleasant bath,” she shared.
This growing trend of 'coolcations', as the travel industry now calls it, reflects the changing look of vacation preferences. With wildfires and extreme heat engulfing popular summer destinations, northern Europe and regions like Alaska are seeing increased attention.
Airlines have responded quickly to this trend. Norwegian Air recently introduced 10 new routes connecting northern Norway with various European hubs, aiming to meet the rising demand.
On top of new flight routes, cruise lines are also adapting to changing tourist desires. Norwegian Cruise Line Holdings announced 13 new summer itineraries for 2026, covering Alaska, Canada, and New England.
Royal Caribbean Group similarly expanded capacity for its Alaska offerings this summer, emphasizing the industry's efforts to cater to cooler climes. This is not merely about seasonal shifts, but strategic adaptations to climate change.
Data shows domestic travel to Alaska rose by 10% this summer, significantly influenced by heat waves stretching across regions like Texas. Surprisingly, residents fleeing the heat are transforming air travel patterns, resulting in a notable spike from hot areas.
ForwardKeys, a flight ticketing data firm, also highlighted surges for international destinations. Norway, Ireland, and Sweden reported sharp increases of 19%, 13%, and 11%, respectively, year-over-year.
Airbnb's stats matched this increasing trend, with searches for summer stays rising 15% across Norway, Sweden, and Alaska. Travelers are actively seeking respite from heat by targeting cooler locales.
Virtuoso, specializing in luxury travel, noted significant growth too, with bookings for Canada climbing 20% this summer alone. Hyatt hotels plan to double their presence in Canada by 2026 to accommodate rising tourist numbers.
Interestingly, not all regions are losing ground due to this cooler climate trend. Southern European destinations continue to attract travelers, with arrivals increasing by 8% year-over-year.
Sean Tipton from ABTA highlighted the continued appeal of sunny Mediterranean spots, but noticed travelers are now considering shoulder seasons like spring and autumn more favorably. This shift effectively stretches out the travel market throughout the year.
Melanie Brown from Key Data raised concerns about the pressure on local infrastructure as tourist traffic no longer remains confined to just summer months. With destinations like Colorado now receiving year-round footfall, local communities may face challenges.
Still, the hottest regions are not entirely losing their vacation allure. Southern Europe remains attractive, but operators are experiencing shifts as vacation patterns evolve.
Portugal and Greece still see steady tourist numbers, but Greek hoteliers reported declining numbers this season. Greece's recent record-high temperatures and wildfires have impacted incoming travelers.”
Greece reported nearly 21% more foreign arrivals from January to May, but saw American visitors drop by 19% during this time. It has driven up frustrations as areas struggle with the ramifications of both weather patterns and travel alterations.
Despite the high temperatures and the impact of climate on tourism, the concept of 'coolcations' appears cemented and is likely here to stay. Travelers are rapidly reconfiguring their itineraries as summer heats, perhaps permanently steering clear of sweltering temperatures wherever possible.
So, as temperatures rise across the globe, leaving many feeling the heat, others are gearing up for travel to cooler spaces. The trend of 'coolcations' reflects broader shifts caused by climate change, sparking new travel patterns and preferences.
