Changing weather patterns around the world – hotter summers such as
those experienced in Europe this year – could be the start of a major
shift in how travellers may reconsider travelling during the same time
next year and how the travel industry prices periods of peak demand.
As tourists from Rome to London sought shade and water to seek
respite from the hotter-than-ever mid-summer temperatures, some were
rethinking the timing of their annual holiday if, as forecast, climate
change continues to rearrange the four seasons of the year in the
Travel intelligence provider Mabrian says: “This year saw heat
records broken in most of the main Europe summer tourism destinations,
in some cases by quite significant margins, and climate experts are
predicting that many places popular with tourists will be scorching hot
Travel agents sending clients to Europe will need to take note of
these climate-influenced changes. During this summer’s heat wave in
Europe, Mabrian noticed a clear drop in visitor satisfaction levels
during the hottest weeks in key holiday destinations, including Spain,
Greece, France, and the UK.
During this summer’s heat wave in Europe, travel intelligence provider
Mabrian noticed a clear drop in visitor satisfaction levels during the
hottest weeks in key holiday destinations, including Spain, Greece,
France, and the UK.
Carlos Cendra, sales and marketing director at Mabrian, says: “If
anyone thinks that hotter weather is good news for traditional beach
destinations then they should think again.
“Hundreds of vacation destinations in the Mediterranean and North
Africa have traditionally based their tourism development on favourable
weather conditions. Now this is changing, and faster than we thought.”
Mabrian asked several industry experts whether winter could become
the new summer and whether tourists would prefer to visit destinations
where the climate was more bearable.
Among the responses, there was concern about the likely impact of
climate change on how hoteliers priced hotels, how developers construct
hotels, and how airlines might have to rethink the seasonality of their
Alex Barros, chief marketing and innovation officer from Beonprice,
the revenue management and total profitability platform for the
hospitality sector, said: “From a revenue management perspective for
hoteliers this is a potentially enormous change as pricing for leisure
travel has all been defined by the same summer peak season approach
since the beginning of mass tourism in the 1960s.
“More research will be needed around how temperatures impact consumer
demand. What is the ideal temperature for maximum pricing? Is it
impacted by temporary volatility in temperatures, or just long-term
“All of this will of course impact how hoteliers approach building
and opening new properties too, not just location but
temperature-controlled buildings and communal areas.”
Bruno Martins, senior product manager from the global hospitality
technology provider Shiji Group, says hotels and resorts in hotter
locations would have to re-think their outdoor relaxation areas, perhaps
even charging for peak hours.
Martins says technology will be “the golden-thread” throughout these
changes. “Whether that be via apps that allow guests to schedule better
those precious cool moments, pricing software that maximises revenues
based on temperature, or electronic wrist bands that allow guests access
to certain locations at certain times, based on demand.”