Recent studies reveal that rising temperatures in Europe are influencing holiday choices for many travellers.
- A survey by Kantar found that 28% of UK holidaymakers are reconsidering vacations in Southern Europe due to extreme heat.
- The data suggests younger travellers are less influenced by weather when booking holidays, indicating a generational shift.
- Despite concerns, popular destinations in Southern Europe remain in high demand for the upcoming summer season.
- Industry experts emphasise the need to monitor climate-influenced booking trends, though current effects appear limited.
Recent consumer research has highlighted a growing trend among UK holidaymakers to reconsider travel plans to Southern Europe due to escalating temperatures. A survey by Kantar revealed that 28% of prospective holidaymakers are less likely to visit these regions following last year’s intense heatwave.
While over a third of respondents did not consider high temperatures a deterrent, a notable 22% of those who travelled to Southern Europe in the past year concurred. Charlie Gordon, a director at Kantar Media, remarked on the unexpected strength of these figures, noting the emergence of this concern following 2023’s extreme weather events.
Notably, there appears to be a generational divergence in travel priorities, with younger travellers placing less emphasis on favourable weather conditions. This suggests a shift in what different demographics value in a holiday, as highlighted by Gordon, who observed a generational gap.
Despite these insights, agents have reported limited impact of weather concerns on current booking patterns. Sandra Corkin, managing director at Oasis Travel, noted that while some clients altered travel plans during last summer’s wildfires, such changes are no longer prevalent. Popular sun-soaked destinations remain favoured by many, with Scandinavian locations gaining interest from a minority seeking cooler climates.
Industry professionals such as Richard Lowrey-Heywood from Seaside Travel and Kate Harris from Inspired Travel affirmed that weather worries are not prevalent among their clientele. Moreover, Kelly Cookes, Chief Commercial Officer at Advantage Travel Partnership, indicated that economic factors, rather than climate, are driving holiday bookings towards off-peak seasons.
In conclusion, while climate concerns are emerging, the traditional allure of popular Southern European destinations persists, reflecting the complex dynamics of travel decision-making.
