“The era of global boiling has arrived”, declared the UN secretary
general, António Guterres, after scientists confirmed July was the
world’s hottest ever month as temperatures hit record high.
As southern Europe continues to swelter, and bushfires scorch Greek
islands, the travel industry is asking itself this question: How will
the scorching temperatures affect travellers' 2024 plans?
Already, a report from the European Travel Commission (ETC) suggests
tourists are starting to seek out destinations with milder climates,
with the Czech Republic, Bulgaria, Ireland, and Denmark experiencing an
upturn in popularity.
"We anticipate that unpredictable weather conditions in the future
will have a greater impact on travellers' choices in Europe," said
Miguel Sanz, head of ETC.
His view is backed by Zoritsa Urosevic, executive director of the
World Tourism Organisation, who says extreme temperatures are a
disincentive for some types of tourists to travel to the Mediterranean.
“Climate change may lead to a change of perception of tourism,” he adds.
Earlier this year, Italy's Environment Ministry warned that
travellers could opt for cooler destinations for their future summer
holidays or choose to travel to the country in the spring or autumn
months instead to avoid the extreme heat.
Douglas Quinby from the in-destination event and research company
Arival noted, “If you do fishing boat trips in Alaska this might be good
news, but if you’re a tour guide in Rome clearly it’s not – either way
you’re going to have to respond and think about how you both adapt your
product and market your services.”
He also points out that pricing, scheduling and even staff
contracting could all be impacted as the same number of travellers start
to visit for longer seasons, thus pushing up costs.
Sebastien Leitner, vice president of partnerships from Cloudbeds, a
provider of technology to independent hotels, believes within hotel
properties in hotter regions there will be changes in terms of improved
air conditioning, covered public spaces, “and perhaps F&B operations
that either start earlier in the day or go later into the night to
avoid the hottest periods”.
“Features like these can make your property stand out in a crowded
market and we would encourage hoteliers to promote those features on
their website and OTA listings.”
Martin Eade from booking engine technology provider Vibe urges travel
providers and sellers with products in the cooler places to be thinking
about pushing their marketing hard when heatwaves are occurring.
“Travellers could start visiting physically cooler places during the
summer months or they could start changing when they visit, for example
coming much earlier or much later in the season.”