So apparently, 2025 was the hottest summer on record. Hard to believe it now, as I sit watching the rain pounding on my window, but the brownish tinge to parts of my lawn would certainly hint it’s been a drier, sunnier summer than usual.
This warmer weather, due in no small part to climate change, has reshaped how people think about and plan their holidays. With extreme weather affecting large parts southern Europe, including wildfires in Greece and Spain to unbearable heat and flooding in cities such as Barcelona, it’s little surprise travellers are starting to wonder if the archetypal summer holidays to the med is worth the risk. This then raises the question: should travel marketers be rethinking their marketing strategy based on the shift in weather?
The short answer is yes. Any travel business that chooses to ignore the realities of unpredictable weather risks losing ground to competitors. It’s not just about reacting when extreme conditions hit but also anticipating how they influence traveller behaviour. Travel brands are realising that by aligning their marketing with how weather influences decision-making, they can stay ahead of the curve and connect with their audience in a more timely way.
Everywhere you go, always take the weather with you
Most of us instinctively know how much the weather affects our mood. Grey, rainy short days can leave us feeling sluggish, while the first hint of early summer sun has us whipping out the BBQ and donning the factor 50 before you can say ‘I think I just felt a drop of rain’.
When it comes to travel, this emotional connection becomes increasingly potent. People don’t book a beach holiday simply to lie on the sand; they book it for the experience of warm sunshine, blue skies and a chance to be outdoors or in a pool without catching hypothermia.
Research backs this up. Numerous studies have linked have shown how the weather can affect mental health and wellbeing, influencing everything from sleep and daily routines to major life decisions. In terms of travel, which is built around a certain experience - be it winter wonderlands, sun-drenched tropical paradises or romantic city breaks - weather plays a key role.
But climate change is making the usual seasonality trends increasingly unreliable. In many regions across the world, winter no longer guarantees snow, causing a significant headache for ski resorts. In some summer resorts, temperatures are hitting above 40 degrees, making outdoor activities insufferable and even unsafe.
What does this mean for travel marketers? Quite simply, adapting to the effects of climate change is essential. Savvy travel brands are now using weather-driven insights to tweak messaging, launch timely campaigns and even predict demand based on conditions in both departure and destination locations, meaning planning months – even weeks – in advance is becoming increasingly less effective.
We’re all going on a summer holiday…to Norway?!
Travel has always revolved around seasons. This is why we still have ‘peaks’, ‘lates’, etc. But climate change is a significant disrupter. Resorts that once thrived in August now find visitors avoiding them due to extreme heat, leading to the rise of ‘coolcations’, i.e. holidays to cooler-climate destinations during the warmer months, typically chosen to escape summer heat.
According to Forbes and discussed at many of the travel conferences we’ve attended, interest in these trips is climbing fast. Norway, for instance, is now a summer destination in demand. According to Scandinavian airline SAS, bookings from southern Europe to Norway surged dramatically for the summer 2025 season while flight searches from France to Scandinavia between May and August have jumped by 46 percent compared to last year, with a 28 percent increase from Spain. What this shows is that people are seeking a summer escape from the heat and turning their attention to beautiful, temperate locations where the weather is less likely to impact plans and activities.
Strategies for adapting to changes in the weather
What should travel businesses be doing to align their marketing strategy with this shift in weather patterns?
1. Plan for ‘weather migration’ rather than just seasonality
Travellers are adjusting their booking habits as a result of climate extremes. Take advantage of this by tracking search data and weather and flight patterns to cooler or more ‘safe bet’ locations. Campaigns could position these destinations as havens when unpleasant heatwaves strike or as reliable alternatives when ski seasons collapse.
2. Adopt dynamic pricing tied to real-time weather
Look beyond the usual packages and consider more flexible pricing models. For instance, adjust last-minute offers when bad weather hits departure cities (rain in London often drives spontaneous bookings). This can help campaigns feel immediate and directly tied to travellers’ lived reality.
3. Sell resilience, not just romance
More than ever, travellers will ponder: ‘What happens if the weather ruins my holiday?’ Destinations that market themselves as safe bets - with reliable infrastructure, shaded spaces, green cooling zones, indoor-outdoor balance - will feel more appealing. Build trust by showing preparedness, not just pretty blue skies.
4. Build campaigns around comfort and wellbeing
Extreme heat, wildfires, floods and storms make comfort (depressingly) a new luxury. Showcase cooling activities, shaded walking routes, hydration support or even local initiatives (like siesta culture or evening-only festivals).
5. Use predictive weather tech for campaign timing
Instead of always being reactive, travel brands can use predictive weather insights to anticipate spikes in searches and bookings. Being ready to launch campaigns a few days before a heatwave or storm makes you more visible at the exact moment travellers begin looking for alternatives.
6. Showcase climate-friendly credentials
As climate anxiety grows, travellers will be more conscious of where their money goes and where it takes them. Destinations investing in sustainability (from greener transport to water management) can use this as a reassurance that their trip isn’t just weather-proof but future-proof.
The times they are a-changing
Travel marketers never have the easiest job – and thanks to global events and a planet that’s getting hotter, the stakes have never been higher. The brands that will thrive are those who pay the closest attention to how weather patterns influence mood and behaviour, and who respond quickly or - even better – already be prepared for what’s round the corner.
Destinations that reduce their dependence on summer crowds, and instead build year-round reasons to visit, will stay relevant. Campaigns that draw on real-time data to connect with people when they’re most receptive will more than likely reap the biggest rewards.
At Adido we have experience using weather as a component of our digital marketing campaigns. We’ve created Google Ads campaigns linked to regional weather to adjust bids and creative based on the amount of rain or sun in each location which led to an uplift in performance. If you want to discuss cool tech like this or just want to speak to true travel marketing experts, drop us a line!
