Coolcations are hot right now.
According to Google Trends, UK searches for coolcations surged by 100% in mid-August; it seems we’ve flipped chasing the heat on its head, and we’re chasing the cool. Data from Virtuoso reported a 44% increase of travel to cooler climates including northern Europe, and that 70% of travellers are seeking relaxation and disconnection through wellness breaks.
Many popular destinations like southern Europe are experiencing increasing temperatures and heatwaves that are not only uncomfortable, but can be dangerous. Many travellers are keeping their travels domestic, or opting for climates that are cooler and calmer like Scandinavia. We’re really getting intentional with our retreats and shifting our focus back to rest and relaxation.
kate & tom’s travel expert, Andy Brooker, is decoding what coolcations really are – and why more of us are opting for this new wave of holiday-ing. In a season where burnout runs high, these chilled-out, close-to-home escapes offer something deeper: space to slow down, reset, and savour the joy of just being: “It seems we’ve taken the emphasis off chasing the sun, and so-called coolcations are only gaining momentum. We think coolcations are the new go-to getaway because they offer something vastly different; they’re a breath of fresh air alternative to that sometimes stifling heat. We’re in a digital age, and when your screen time is maxed out, it’s time for green time – think hills, not emails.”
At its core, a Coolcation is taking a holiday that’s cool both figuratively and literally. It’s opting for cooler climates, whether that’s a staycation in the Cotswolds or Lake District, or areas of Northern Europe like Scandinavia.
It’s escaping the heat – those action-packed itineraries – and literally, travellers are choosing colder climates over hot, overcrowded tourist traps. Coolcations romanticise the mild: restorative walks in nature, misty mornings, coastal breezes, and countryside calm.
Why we love a Coolcation
People are seeking comfort over chaos, opting for slower, restorative travel that feels fulfilling for physical and emotional wellbeing. Burnout is on the rise, and people are putting a genuine pause on life, and recharging on their holidays as opposed to feeling like they need another holiday after their packed-itinerary getaway.
Often coolcations are short-haul or local and domestic, becoming a refreshing alternative to busy jam-packed airports and destinations, long flights, jetlag, and all those sometimes exhausting holiday norms.
“When you really want to switch off, an overcrowded tourism hotspot is likely not on your radar,” explains Andy. “People are reassessing what really constitutes a break, and finding ways to recharge in locations that maybe go against the grain of the stereotypical summer holiday. People are embracing slower, softer travel, where they prioritise feeling present and rejuvenated, and making core-memories with family and friends – instead of surviving the heat.”
Less rush, more rest …
Coolcations underpin a wider shift in the climate of how we holiday. This trend signals a newfound appreciation for slowing our travel right down; holidays don’t have to be high-speed or high-stakes to be memorable. Sometimes the most lasting and memorable moments are unscheduled and closer to home: a slow morning with a coffee, or family games in the garden.
It seems we’re redefining what rest looks like, and we’re swapping the chaos of everyday life with calm.
