A survey in Switzerland shows that high temperatures are already changing the choice of timing and destination for a large share of travelers.
Behavioral changes related to heat
A representative study conducted by Marketagent for Dertour Switzerland (1,000 people) indicates that 56% of respondents have already adjusted their holiday planning or plan to do so due to rising summer temperatures.
Destination choice criteria
Despite the heat, traditional priorities remain: 47% cite good value for money among their top three criteria, 32% prioritize scenery and nature, and 31% mention peace and relaxation as well as the beach and opportunities for swimming. For 21%, pleasant temperatures are among the decisive criteria.
Who is changing their plans and how?
- 27% have already adjusted their holidays, 29% plan to do so, 37% do not foresee any changes.
- Young people are most affected: Generation Z ~65%, Millennials ~64%, Generation X 47%, Baby Boomers 44%.
Among the adaptations: 38% avoid the hottest summer months, 31% choose cooler destinations, 28% adjust activities and schedules, and air conditioning in accommodation is becoming more important.
“Holidays in the North offer pleasant temperatures, impressive nature and long days,” says Bruno Bisig, General Manager of Kontiki Voyages.
Bookings for “coolcations” (Finland, Sweden, Norway, Scotland, Iceland, Canada) have increased by about 21% over five years; the increase is about 12% in German-speaking Switzerland and about 3% in French-speaking Switzerland. The study shows that 69% find cooler summer destinations attractive, with peaks of interest in Zurich (76%) and Graubünden (85%).
Source: abouttravel.ch