Erm... so what exactly is a 'coolcation'? Latest Gen Z travel trend, explained

Most of us spend the majority of the year dreaming about that perfect holiday, jetting off somewhere hot and sunny... or at the very least not cold and damp.

But there's a trend taking over the globe that is turning the classic holiday experience on its head. It's called 'coolcationing'.

As the saying goes, the grass is always greener on the other side, particularly if you've spent a week trying to survive the 35C heat and the grass on your side has all dried up.

Of course, winter holidays are not themselves a new phenomenon, there's already a whole aesthetic associated with having fondue and hot chocolate in a cosy ski chalet after a hard day hitting the slopes, or hitting the bar depending on your skiing abilities.

So what is it that differentiates a 'coolcation' from just, well, going skiing?

It all comes down to why people are choosing this form of holiday over jetting off somewhere hot. Let's get into it.

Are scenes like this a thing of the past? (Nick Brundle Photography)

What is a 'coolcation'?

Unlike a skiing holiday for example where it's the sport which is the main draw, on a 'coolcation' it's specifically that milder climate which is the principle factor.

We spoke to John Sullivan, Commercial Director for Advantage Travel Partnership, who told LADBible: "A coolcation is a holiday deliberately chosen for a cooler climate, trading the midday sun for milder, more comfortable temperatures."

So if the idea of heat rising into the high 30s and 40s sounds like an awful time, this might be more your style.

Sullivan added: "Younger travellers, particularly millennials and Gen Z, appear to be leading the charge, with digitally savvy travellers quickest to adapt their plans around climate and comfort."

Copenhagen could be a good 'coolcation' city break (Getty Stock)

Why are Gen Z leaning towards cooler climates?

One potential answer could actually be climate change affecting the environment.

This is because rising temperatures, particularly in the summer months, are making it more unpleasant to go to places which already have a hot climate.

"Rising summer temperatures and extreme heat events across southern Europe have made some travellers consider expanding their holiday seasons to travel during ‘shoulder season’," said Sullivan.

'Shoulder season' is the time of year outside of the summer months, and Sullivan added that it's both the time of year and the destinations which have an impact.

Extreme heat on the rise across many European destinations also bring with it extra risk.

Last year saw many parts of the Mediterranean, including popular tourist spots in Greece and Turkey, hit by wildfires, while similar devastation swept Greece in 2023.

"This isn’t a gimmick," said Sullivan. "It looks like a genuine, lasting shift rather than a passing fad, reflecting real changes in climate and traveller priorities."

Nonetheless, warmer destinations remain popular.

Italy might not be your first 'coolcation' thought, but the Dolomites in the north could fit the bill (Getty Stock)

Three top 'coolcation' destinations

Sullivan shared that he is seeing more focus on cool places, but where specifically?

One place he shared was Nordic fjords, already popular for cruises. Scandinavia, with its metropolitan cities and beautiful scenery, could be a great pick for anyone looking for somewhere cooler.

For people who might want to go further afield, Sullivan even suggested Alaska in the US. There are stunning landscapes and wildlife for people who fancy a taste of the outdoors.

Finally, Sullivan shared one spot in a country which you might not initially associate with a 'coolcation' - Italy.

Yes, Italy's central and southern regions are well known for gorgeous coastlines and sunny weather, but it's a different story further north.

Sullivan suggested the Dolomites, a mountain range in the northeast, could be a stunning spot for people wanting a milder trip to Italy.

Are 'coolcations' taking over?

Despite their increasing popularity, warmer destinations remain the most popualr chocie according to a report from Advantage Travel Partnership

Julia Lo Bue-Said, OBE, CEO of Advantage Travel Partnership said: “Once again we see that Brits are determined to go on their summer holidays.

"Traveller confidence remains high, despite a tumultuous year for travel, with long-haul bookings up 15% and families seeking true value for money rather than simply racing to the lowest prices.

“Greece tops the charts as the highest growing summer holiday destination, in part thanks to the delayed rollout of the EES scheme, while Turkey has seen a last-minute rise in bookings by travellers seeking fantastic value for money and beautiful destinations.”

Nonetheless, they are a different approach that more people are adopting.

Would you try out a 'coolcation'?