As summer 2026 approaches, new data from Trip.com highlights a significant shift in how Europeans are planning their holidays. Short breaks, family-oriented trips, and so-called 'coolcations'—getaways to cooler destinations—are driving demand across the continent.
The trend reflects a broader adaptation to climate realities. With record-breaking heatwaves becoming more frequent—as seen in the UK's June temperature record—travelers are increasingly seeking relief in northern Europe and alpine regions. Destinations like the Swedish archipelago, the Norwegian fjords, and the Swiss Alps are seeing a surge in bookings, as visitors prioritize milder climates over traditional Mediterranean sunbathing.
Short Breaks and Family Holidays on the Rise
Trip.com reports that bookings for short breaks—trips of two to four nights—have increased by 18% compared to summer 2025. This is particularly pronounced among urban professionals in cities like Berlin, Paris, and Milan, who are opting for quick escapes to nearby destinations. Family holidays, meanwhile, account for 42% of all summer bookings, up from 38% last year, with parents favoring destinations that offer both cultural activities and outdoor experiences.
The shift is also evident in the types of accommodations being booked. Apartments and villas with private pools or access to natural water bodies are in high demand, as families seek to combine comfort with safety. This aligns with the growing interest in Mediterranean travel evolving beyond sunbathing, where local culture and 'blue mind' experiences—being near water—are becoming central to holiday planning.
Coolcations: A Response to Heatwaves
The concept of 'coolcations' is not entirely new, but its prominence this year is striking. Trip.com data shows a 25% increase in searches for destinations with average summer temperatures below 25°C. Popular choices include the Scottish Highlands, the Baltic coast of Latvia and Estonia, and the Austrian Salzkammergut region. Even traditional hotspots like the Greek islands are seeing a shift, with travelers opting for the cooler northern islands such as Corfu and Skiathos over the scorching Cyclades.
This trend is partly driven by health concerns. The European heatwave of 2025, which saw temperatures exceed 40°C in parts of Spain and Italy, led to a spike in heat-related illnesses. As a result, many travelers are now factoring climate into their destination choices. The disruption of Eurostar services during last year's heatwave also highlighted the fragility of travel infrastructure under extreme weather, prompting more cautious planning.
Implications for the Travel Industry
For airlines, hotels, and tour operators, these trends present both opportunities and challenges. Low-cost carriers like Ryanair and easyJet are expanding their networks to include more northern European routes, while hotel chains are investing in air conditioning and shaded outdoor spaces. In the Alps, ski resorts are reinventing themselves for summer, offering activities like hiking, mountain biking, and golf—a trend explored in Alpine golf and summer playcations.
However, the shift also raises questions about sustainability. Increased air travel to cooler destinations could offset the environmental benefits of reduced energy consumption for cooling. European policymakers are watching closely, as the EU's Fit for 55 package aims to decarbonize tourism. The European Commission has encouraged member states to promote rail travel and low-emission accommodations, though uptake remains uneven.
For British travelers, the post-Brexit landscape adds another layer of complexity. A decade after Brexit, British travellers still grapple with confusing EU rules, including visa-free stay limits and pet travel regulations. This has led some to favor domestic holidays or trips to non-EU destinations like Norway and Switzerland, which are part of the Schengen Area but not the EU.
Overall, the 2026 summer travel season in Europe is shaping up to be one of adaptation. As climate change reshapes the continent's weather patterns, travelers are voting with their wallets for cooler, shorter, and more family-friendly experiences. Whether this marks a permanent shift or a temporary adjustment remains to be seen, but for now, the data is clear: Europe's summer holidays are getting a makeover.
