Published on
08/07/2026 - 7:00 GMT+2
As Europe braces itself for another heatwave, demand for holidays in cooler destinations remains a very hot topic in travel right now.
First coined by Condé Nast Traveller in its 2024 industry predictions, the “coolcationing” travel trend has since evolved, spinning off into new segments such as “heat-proof holidays”, “reverse seasonality”, and “climate-smart travel”.
A spin-off term that’s been trending recently is “alpine summer”, which does not need too much explaining as it simply means spending the hotter months in the mountains rather than at the beach.
