Scotland and Scandinavia are enjoying a surge in popularity this summer as families look to avoid sweltering temperatures
Brits sweltering through the summer are opting for cooler climes when it comes to taking a break.
It used to be that families traditionally sought out a sunshine getaway to escape the UK’s often rainy weather. But this year’s series of heatwaves across England and Wales has prompted what has been dubbed a “coolcation” trend.
It has meant that, instead of heading to the Med or the like, many travellers are actively seeking out destinations because they know temperatures will be more bearable.
A survey by InsureandGo, conducted in May, found that three in four UK holidaymakers believe that traditional destinations such as France, Spain, Greece and Cyprus will be too hot to visit by 2030.n And data from Trip.com showed a 237% increase in searches for cooler destinations in summer.
Awaze, which owns Hoseasons and cottages.com, says that over the past three months, online searches are up by 420% for “coolcations” and 300% for “escape the heat”.
Matthew Price, Awaze’s chief executive, said the hot temperatures were “creating a new category of holidays”. He added that the business is “increasingly seeing holidaymakers look further afield to destinations known for their cooler climate, such as Scotland, Yorkshire and the northwest of England”.
The trend has also seen a growing popularity for destination in Scandinavia, despite what can often be higher prices when Brits are there.
Travel Counsellors, a Manchester-based holiday firm, said trips to northern Europe, particularly Norway, were up by about 25% on last year. Temperatures in Bergen, on the country’s west coast, are forecast to reach a high of 20C this week.
Jim Eastwood, the UK chief executive of Travel Counsellors, said “The current heatwave has certainly prompted people to think more carefully about the time of year they travel. Shoulder-season holidays have been growing in popularity for some time, offering a good balance of comfortable temperatures, value and availability.”
Hotel firm Hyatt said bookings for Sweden had more than doubled over the past three years.
Travel firm Trailfinders lists Iceland and the Swiss Alps as other coolcation destinations. Another alternative is South Africa, where it is winter and temperatures typically average 17°C to 20°C.
