The coolcation trend is here to stay

The word “coolcation” might be up there for some people with terms like ‘bleisure’ or ‘noctourism’ – flimsy-sounding concepts drummed up by marketeers to create a new trend or PR angle.

 

While it’s undoubtedly a buzzword of our time and industry, “coolcation” certainly seems to have more sticking power than the rest.

 

Not only did the word make its way into the Collins Dictionary Word of the Year list last year, but we at Regent are seeing the coolcation phenomenon tangibly playing out, representing a very real shift in customer demand that has gained momentum over the last few summers.

 

We think there is a real opportunity here for travel agents to take advantage.

 

We’re noticing more clients actively move away from traditional Mediterranean hotspots, driven by increasingly high summer temperatures.

 

In the current market, this also conflates with a growing preference for destinations that feel closer to home and more stable, and as such we’re seeing marked growth in bookings for destinations in Scandinavia, the Baltics and the Alpine areas of the Balkans.

 

But these destinations were already on the up, and for agents, this isn’t just a trend to note – it’s an opportunity to confidently guide clients towards alternative destinations that they may not have previously considered.

 

What’s particularly interesting is how demand is evolving across destinations. Norway continues to lead the way, and is currently our biggest-selling destination – agents should feel empowered to lead with Norway and not treat it as niche.

 

With stunning scenery, vibrant cities, outdoor activities and some lovely hidden beaches, it really merits this time to shine.

 

Iceland is also increasing its position as a reliable summer favourite. At the same time, there’s growing interest in destinations such as the Faroe Islands and the Baltics, suggesting clients are becoming increasingly open to exploring beyond the obvious when guided by an agent.

 

Availability is generally still good across the Nordics for this summer, although there are some pinch points in more remote or smaller destinations. In particular, fjord regions in Norway can book up quickly, and accommodation in the Faroe Islands can be more limited during peak weeks.

 

By contrast, destinations such as the Baltics offer much greater flexibility, with a wide range of hotel options still available.

 

For agents, this highlights the importance of booking early for more specialist destinations, while also being ready to suggest alternatives where availability is tighter.

 

What’s particularly notable is that this growth - our Nordic summer programme programme is up by around 15% year on year – is being achieved without any softening in booking values, underlining that this is a confident, considered choice for clients rather than a price-led alternative.

 

While the current Middle East conflict is undoubtedly having a steer on booking patterns for this summer, the coolcations trend was gaining momentum before this, and I have no doubt will continue beyond.

 

Brits are waking up to the extraordinary beauty, exhilarating activities, cutting edge design, traditional cultures and culinary delights of these under-discovered destinations as a summer holiday option. 

 

Having been a Nordics and Baltics aficionado for years now, I know that customers won’t look back, and that the coolcation opportunity will be there for agents for a long time to come.