In our research on travel, another trend is on the rise, and it's useful to know about the term, namely "Coolcationing."
So, What is a Coolcation?
With global warming on the rise and increasing temperatures worldwide, people are seeking to plan their travel to escape. Coolcationing is a travel trend driven by a simple, yet profound shift in traveller priorities: escaping extreme summer heat in favour of those destinations with cooler, more temperate climates.
As we mentioned above, this trend is a direct response to rising global temperatures, heatwaves, and the uncomfortable reality of visiting overcrowded, high-temperature destinations during peak season.
However, a coolcation is more than just seeking out mild weather. It is also a holistic desire for a more comfortable, sustainable, and often more authentic travel experience.
Clients are seeking a respite from the intensity of daily life pressures, and that includes the intensity of the sun. They want to be able to hike, explore, and sightsee without the risk of heat exhaustion.
This trend is gaining traction across demographics, from families with young children and older travellers to eco-conscious millennials and Gen-Zers.
For you, the travel planner/advisor and tour operators, this trend presents a golden opportunity to differentiate your offerings and provide truly unique, value-driven itineraries. It's about moving beyond the classic European summer circuit and introducing your clients to a world of refreshing possibilities.
The Driver of Coolcations: Climate Change and Conscious Travel.
The rise of coolcationing is inextricably linked to two key factors:
> Climate-Driven Discomfort: Record-breaking heatwaves are becoming more frequent and severe, particularly in popular tourist regions like Southern Europe.
Iconic landmarks like the Acropolis in Athens have been forced to close during the hottest hours of the day. This physical discomfort directly impacts the travel experience, leading clients to actively seek out destinations where they can enjoy outdoor activities without feeling trapped indoors by the heat.
> A Push for Sustainable Tourism: Many coolcation destinations are less impacted by overtourism, which aligns with a growing desire for more sustainable and responsible travel.
By guiding clients toward destinations that are not at their climate peak, you are helping to distribute tourist revenue more evenly and alleviate the environmental strain on over-pressured regions. This appeals to a client base increasingly aware of their environmental footprint.
Sample Coolcation Itineraries for Your Clients.
Here are some growing in popular coolcation destinations to propose to your clients, complete with unique activities that highlight the benefits of a milder climate:
1. The Norwegian Fjords (Scandinavia).
- Why it works: Norway offers breathtaking scenery, with temperatures that are pleasantly mild during the Northern Hemisphere’s summer. The long daylight hours (the "Midnight Sun") allow for extended exploration.
- For the Client: This is for the client who craves stunning landscapes and active adventure.
- Itinerary Ideas:
- Activity Examples: Arrange a kayaking or ferry trip through the Geirangerfjord, a UNESCO World Heritage site, with its steep cliffs and waterfalls.
- Exploration: Plan a road trip along the scenic Atlantic Road or a hike in the Lofoten Islands, where they can enjoy picturesque fishing villages and dramatic peaks.
- Culture: Suggest an urban break in Oslo or Bergen, where they can explore museums and enjoy a thriving food scene without the heat.
- Why it works: This is a truly off-the-beaten-path coolcation destination. This remote archipelago offers rugged cliffs, dramatic seascapes, and a unique, tranquil atmosphere. Summer temperatures are consistently cool and misty.
- For the Client: This is for the adventurous, "less-travelled-road" client who values breathtaking natural beauty and solitude.
- Some Itinerary Ideas:
- Exploration: Organise a series of hikes to iconic spots like the floating lake of Sørvágsvatn or the waterfall of Múlafossur.
- Experiences: Set up a birdwatching tour to see puffins and other seabirds on the island of Mykines.
- Culture Immersion: Recommend staying in a turf-roofed cottage and exploring the charming, windswept villages.
- Why it works: Scotland's rugged landscapes, historic castles, and vibrant culture make it an ideal choice. The summer temperatures are comfortably cool, and the weather is a part of the experience.
- For the Client: This is for the history buff and nature lover who appreciates a mix of cultural sites and outdoor activities.
- Itinerary Ideas:
- Exploration: Suggest a road trip along the North Coast 500, with stops for hiking, whisky tasting, and exploring ancient castles.
- Activity ideas: You could organise a boat trip on Loch Ness or a visit to the Isle of Skye, with its mystical "Fairy Pools" and dramatic Quiraing landslip.
- Culture Immersion: Plan a city break in Edinburgh or Glasgow, where your clients can enjoy the arts scene, festivals, and historic architecture at a comfortable pace.
- Why it works: While known as a winter ski resort, Whistler is a spectacular summer coolcation destination. The mountain air is crisp and refreshing, and the lush forests and alpine lakes offer endless outdoor opportunities.
- For the Client: This is for the active and family-oriented client who enjoys hiking, biking, and a variety of adventure sports.
- Itinerary Ideas:
- Activity ideas: Suggest a ride on the Peak 2 Peak Gondola for stunning 360-degree mountain views.
- Adventure: Book them a mountain biking tour or a zip-lining adventure through the forest.
- Relaxation: Recommend unwinding at a luxurious alpine spa or exploring the vibrant village with its farm-to-table dining scene.
