The “coolcation” trend of choosing milder holiday destinations looks set to continue in 2025, after first gaining momentum last year following record-breaking high temperatures across popular Mediterranean hot spots. According to the Monitoring Sentiment for Intra-European Travel 2025 Report published by the European Travel Commission 15% of travellers are now actively seeking out milder climates, and 14% are avoiding destinations with extreme heat.
In response to the growing “coolcation” trend, ski holiday operator Heidi has expanded its portfolio of travel itineraries to now include summer mountain holidays. In a survey of 900 UK skiers conducted on behalf of Heidi, 50% chose “summer mountain holidays” when asked: “What type of holiday are you planning to book – or have booked – in the next 12 months?”
As well as ski holidays, Heidi customers can now choose from summer holidays in more than 20 mountain resorts across Austria, Slovenia, Poland, Italy and France – with plans to add more destinations. Since the soft launch, the most-booked summer spots so far are resorts in Austria, followed by Chamonix and Morzine in France, and the Italian Dolomites.
Marcus Blunt, co-founder of Heidi, said: “We genuinely believe people are happier and healthier from spending time in the mountains, come winter or summer. While mountain resorts have cooler temperatures than the most popular hot spots in the Med, they still offer plenty of summer sunshine and swimming opportunities. This makes an alpine break a refreshing alternative, where travellers can enjoy hiking, cycling, kayaking and generally exploring – without the sweltering heat. An increasing number of our customers were requesting to book summer trips with us. We’re also keen to support the mountain resorts we work with over the summer months. It’s a natural next step for Heidi, and we’re delighted to give more people the freedom to enjoy the mountains at their own pace, all-year round.”
Heidi’s summer mountain holidays
Guests have the option to choose a number of activities on one of Heidi’s summer mountain holidays, including hiking to waterfalls, lakeside cycling, mountain biking, swimming in crystal-clear lakes, or just lying by the pool. Rather than booking a set itinerary, it’s a similar customisable package to Heidi’s ski holidays.
Return flights, accommodation, return airport transfers and ATOL protection are included as standard. Plus, a lot of hotels offer guests a free regional summer card, which grants added-value tourist benefits such as free local transport, cable car rides, entry to attractions, and more. Heidi also offers self-drive summer package options if customers prefer not to fly. Options include:
- 7 nights in Zell am See, Austria
- 6 nights in Morzine, France
- 7 nights in Lake Garda, Italy
- 6 nights in Canazei, Italy (Dolomites)
- 5 nights in Lake Bled, Slovenia
For more information see heidi.com/summer
What are ‘coolcations’?
The “coolcation” trend is heating up as more travellers swap sweltering summer hotspots for cooler, more temperate destinations. Driven by rising global temperatures and a desire for outdoor experiences without the intense heat, coolcations are becoming the go-to choice for wellness-focused and adventure-seeking tourists alike. Popular coolcation spots include mountainous regions, northern Europe, coastal escapes, and nature-based retreats offering fresh air, scenic landscapes, and active pursuits. From hiking in the Scottish Highlands to exploring Iceland’s waterfalls, coolcations offer a refreshing alternative to beach lounging, blending comfort with climate-conscious travel that’s both sustainable and soothing in a warming world.
Image credits: Heidi