Travelers Plan Vacations Around Weather Amid Growing Unpredictability
Travelers worldwide are increasingly factoring weather forecasts into destination choices and booking decisions as extreme weather events become more frequent.
A new trend, dubbed "weathermaxxing," is emerging in the travel industry as vacationers prioritize weather forecasts alongside cost when planning their trips.
A recent report by Sensible Weather, a provider of weather protection for the travel sector, indicates that American travelers rank weather as the second most crucial factor in booking a vacation, following closely behind cost. The survey revealed that 56% of travelers cite poor weather as a primary concern for leisure trips, and 55% have delayed bookings due to uncertain forecasts.
This shift is exemplified by the rise of "coldcations" or "coolcations." Data from Trip.com shows a 74% year-on-year increase in searches for these cooler trips in 2025. Consequently, travelers are opting for destinations like Iceland, Scandinavia, Alaska, the Oregon coast, and the Swiss Alps, Scotland, and Ireland, seeking more temperate climates over traditional beach holidays.
"As weather becomes more disruptive and extreme, travelers are looking for tools that help them book with confidence," stated Dr. Nick Cavanaugh, climate scientist and founder of Sensible Weather. He noted that 90% of travelers would feel more secure booking if weather-related disruptions were automatically covered.
Travelers and industry providers are actively seeking to mitigate weather-related risks. This includes a more deliberate consideration of climate and timing, as well as securing trip protections that reduce uncertainty from adverse weather conditions.