Booking.com Research Reveals How Climate Uncertainty is Reshaping Peak Season Travel

Booking.com’s 2026 Travel & Sustainability Report reveals a growing tension in travel decisions, with nearly three quarters of travelers globally saying they consider extreme weather risk when choosing both destination (74%) and timing (74%), and nearly one-third (31%) canceling a trip due to these risks – often before the trip even starts.

The concern is not without merit: 1 in 4 (26%) of travelers have already experienced extreme weather or a natural disaster when traveling in the past 12 months. More than half (55%) say these risks are stressful when planning a trip, with the same number (55%) saying unpredictable weather makes it hard to know when to travel. As a result, data suggests a demand trend beyond traditional peak months and popular destinations.

Shifting Demand Beyond Peak Season

While peak travel season has traditionally been concentrated in the months of June to August, data is showing a shift for travelers, with 42% planning to travel out of peak season and 25% seeking cooler destinations. This is supported by the over half (55%) that deemed some destinations too hot to visit during their preferred time, pointing to a larger trend towards travel that offers increased climate reliability and comfort.

Signs of this behavior are visible today: Booking.com accommodation search data shows an increase of global searches to Slovenia (+29%), Norway (+33%) and Finland (+27%) during the peak travel months in 2025, compared to the year prior. Research from the European Travel Commission shows September emerging as a major travel month, with 22% of Europeans planning trips in 2025 (vs. 25% in July and August). These options would also appeal to the travelers more likely to go to a less popular destination to avoid large crowds (68%), and avoid destinations known for extreme weather (68%).

Adapting to Capture Changing Demand

The impact of climate-related travel disruptions has already been felt by accommodation partners, 40% have already adjusted operations due to climate risks, with nearly 1 in 4 (24%) experiencing disruption in guest arrival / departure due to extreme weather, and 23% witnessing guest discomfort directly leading to negative reviews.

This creates an opportunity to proactively address climate-related concerns (e.g. extreme heat) to protect the guest experience and boost confidence during the booking process. For those partners in ‘cooler’ destinations, this presents an opportunity to capture demand by positioning their properties as more comfortable, reliable alternatives. Beyond more stable climates, travelers may also be attracted to fewer crowds and better value for money.

Holidays are a big emotional and financial investment for most of us; and thinking about where and when to go to minimize the chance of disruption or discomfort is a key part of that decision making process for travelers. Accommodation providers who can proactively address some of the risks and worries of travelers have an opportunity to build the trust of guests and maintain the best possible experience for customers. Matthias Schmid

SVP of Accommodations at Booking.com

For even more insights into the trends driving travel this year, visit Booking.com’s Travel & Sustainability Report 2026.

Sources:

Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.

Partner Survey commissioned by Booking.com of 3,715 Partners in Australia, Austria, Brazil, China, Croatia, France, Germany, Greece, India, Indonesia, Italy, Japan, Mexico, Portugal, Spain, Thailand, UK, US between 3-16 February 2026.