- 28% of European holidaymakers are actively considering cooler destinations
- Alps, Scandinavia and sailing holidays are also emerging as an alternative to traditional summer hotspots
As periods of extreme summer heat become an increasingly familiar feature across southern Europe, Irish luxury travel specialist OROKO is seeing growing demand for destinations that offer a cooler, more active alternative to the traditional Mediterranean beach holiday.
The shift reflects wider travel trends. Research from the European Travel Commission found that 28% of European holidaymakers are actively considering cooler destinations to avoid extreme summer temperatures.
For OROKO, that demand has been evident in the growing popularity of its Cooler Summers Collection, which brings together destinations where summer is defined less by soaring temperatures and more by landscape, outdoor experiences and slower-paced luxury.
Northern Europe is among the regions attracting the greatest interest. Norway’s Lofoten Islands and Iceland are increasingly appealing to families seeking hiking, kayaking, glacier walks, wildlife encounters and the extended daylight of northern summers.
The Alps are also emerging as an alternative to traditional summer hotspots. Destinations including Megève, Grimentz, Morzine and the Dolomites offer mountain trails, alpine lakes and acclaimed restaurants, while luxury chalets and residences can be available at significantly lower rates than during the winter ski season.
At the same time, OROKO is seeing increased interest in private sailing holidays through Greece’s Cyclades, Croatia’s Dalmatian Coast and Italy’s Amalfi Coast, where life on the water offers a naturally cooler way to experience the Mediterranean. Atlantic islands such as Madeira and Tenerife are also attracting renewed attention, combining dependable summer climates with greater availability outside their traditional winter peak.
Commenting on the trend, Cailín Keaney, Managing Director of OROKO, said:
“We’re not seeing clients turn away from Europe in summer; they’re simply becoming more selective about how they experience it. Many are looking for destinations where they can spend the day comfortably outdoors, whether that’s hiking in the Alps, sailing through the Cyclades or exploring Norway beneath the midnight sun.
“Increasingly, luxury is being defined by space, authenticity and the freedom to explore at a slower pace. Travellers are discovering destinations they may once have overlooked, often benefiting from greater availability and excellent value compared with more traditional peak-season resorts.”
Suggested itineraries to enjoy a cooler summer journey include:
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