Hi, I'm Jeanette Brown here, a relationship coach and late-life founder in my early 60s who flies 2-3 times a month across Australia and Southeast Asia. I'm replying to your query because I chased a "coolcation" in 2023 and learned why the idea often collapses in practice. My horror story is related to a summer week in Scandinavia that I actually booked for relief and calm. I paid peak rates for a charming historic hotel that, like many in the region, had no air-conditioning because I thought it wasn't necessary. Then came a freak heat wave. Windows open meant street noise till 2 a.m., a tabletop fan just pushed warm air, and every cafe with a breeze had a waitlist. Trails near the fjord were shoulder-to-shoulder by 10 am and the boat tour I booked "for cool weather" ran with half the shade awnings broken. Simply put, I spent premium dollars to sleep badly and queue more than I walked. The trip that changed my mind was the opposite, though. It was a deliberate "hotcation" in Madrid the following summer, then a long weekend in Dubai. Because I embraced heat on its home turf, I paid off-season rates for serious infrastructure - cold, quiet rooms, shaded courtyards, pools built for it. I ran my days like locals do: early-morning museum slots, long lunch in the cool, evening walks when the city exhaled. The pool was uncrowded, staff were relaxed and my budget bought comfort instead of compromise. As a frequent traveler and coach who watches systems under strain, here's why I think the trend works this way: Cool destinations often price at short-season scarcity while carrying warmth-averse infrastructure. A single hot spell can erase the very benefit you're paying for, and the crowding compounds it. Hot-weather hubs treat heat as a design problem they've solved: efficient AC, shaded outdoor spaces, misting, late-night hours, indoor transit links. In summer, luxury drops into midrange pricing because demand thins. Hope this resonates with you and your article goals! Thanks! Jeanette Brown Founder, jeanettebrown.net
The COOLCATION trend has created unrealistic expectations where travelers pay premium prices for Arctic and Nordic destinations, only to encounter unexpected heat waves, overwhelmed infrastructure, and massive crowds all seeking the same "escape from heat" that transforms once-peaceful locations into stressed tourism zones. During our Iceland research trip last July, I witnessed frustrated families who had paid €500 nightly for Reykjavik hotels without air conditioning, standing in hour-long lines for popular sites, and dealing with 22degC temperatures that felt miserable in buildings designed for cold climates - these travelers had invested heavily in coolcation promises that climate change and overtourism have fundamentally undermined. The STRATEGIC approach involves choosing destinations that embrace their heat through centuries of cultural adaptation and modern infrastructure prepared for extreme temperatures. Dubai, Phoenix, and Seville offer exceptional summer luxury at dramatically reduced rates - I've experienced pristine resort pools with zero crowds, immediate restaurant seating at acclaimed venues, and deeply discounted cultural experiences during months when these destinations function beautifully through powerful air conditioning, covered walkways, and evening programming that honors traditional hot-climate rhythms. Our July Arizona trip provided private access to indigenous cultural sites, €120 nightly rates at five-star desert resorts, and authentic experiences with communities who've thrived in extreme heat for thousands of years. Focus summer travel on hot destinations with proven infrastructure and cultural wisdom about heat management including covered Middle Eastern souks enabling comfortable daytime shopping, Spanish cities with siesta culture and vibrant evening life, and desert regions offering dawn activities and luxurious afternoon pool time. Smart travelers recognize that fighting climate realities by fleeing to overwhelmed "cool" destinations costs more while delivering worse experiences than embracing well-prepared hot locations offering empty amenities, authentic cultural engagement, and significant financial savings.
As the founder of WhatAreTheBest.com, I have extensively analyzed consumer behavior regarding vacation trends. The "coolcation" trend exists as a marketing concept that surpasses its mathematical value. The northern regions of the country lack adequate infrastructure to support large summer tourist crowds, resulting in high vacation costs and rising visitor numbers alongside deteriorating weather conditions. The pursuit of coolness does not mitigate heat-related dangers, as it creates limited availability of products at inflated prices. The "hotcations" option provides better value to customers. The cities of Phoenix and Dubai allocate excessive resources to cooling systems and pool construction services because their residents anticipate extreme hot temperatures. The summer season brings about a complete market demand collapse, yet product quality remains at its highest point. The hotel industry now offers luxury accommodations alongside unnecessary hotel services at prices that are exceedingly high. The year 2026 will bring about a situation where people need to escape hot temperatures, regardless of their current location. The system focuses on creating travel destinations that operate at maximum efficiency. Albert Richer, Founder WhatAreTheBest.com
I have watched the coolcation trend play out in real time, and the irony is that many of the destinations being sold as an escape from the heat are the least prepared for the crowds or the temperature swings. Travelers end up paying luxury prices for places that do not have the infrastructure to handle peak demand, which means hotels without air conditioning and long lines for experiences that used to feel remote. The smarter move has often been the hotcation because cities built for heat deliver real comfort, wide availability, and lower prices when everyone else is chasing cold weather. In many cases you get better service, calmer resorts, and a level of value that feels closer to a true vacation than anything happening near the Arctic Circle.
2025 08:00 PM In July, I participated in the coolcation trend by going to Iceland because I assumed the weather would be mild and there would not be too many crowds, but I regretted that choice right away. The prices for everything were marked up and the hotel I stayed at during a surprise heat wave did not provide air conditioning, therefore it was hard to sleep, even though I paid extra for the location. Most disappointing of all was having to battle through crammed tour buses just to get a peek at a glacier for only a few quick minutes, which zapped a lot of the wonder away from seeing it. This trip really changed the way I plan my summer trips from now on. I now purposely book hot destinations, such as Madrid and Dubai, during peak summer months as hotel rates drop drastically and the pool areas are actually accessible. The heat was easy to predict and easy to adapt to but not crowded, thus allowing me to enjoy my trip in a much more relaxed and genuine manner. The major lesson learned: Pursuing cool temperatures often has you paying more for less comfortable accommodations, whereas Booking hot destinations has you taking advantage of lower rates and less crowded accommodations, which provides you with a more relaxing and realistic experience, so long as you plan well in advance. Best regards, Ben Mizes CoFounder of Clever Offers URL: https://cleveroffers.com/ LinkedIn: https://www.linkedin.com/in/benmizes/
CEO & Founder | Entrepreneur, Travel expert | Land Developer and Merchant Builder at Horseshoe Ridge RV Resort
Answered 4 months ago
This "coolcation" trend sounds really smart in theory, but in my opinion, the practice is becoming one of the least efficient ways to travel. What most travelers don't realize is that many traditionally cool destinations like Scandinavia, Iceland, and Alaska were never built for mass summer tourism. You'd be paying peak-season prices for infrastructure that assumes mild demand: limited hotel inventory/less staffing, older buildings often without meaningful air conditioning, strained transportation, and attractions that will bottleneck quickly. When a heatwave hits (which we know is happening more often), the experience can be worse than being somewhere hot on purpose. From a hospitality economics standpoint, coolcations are a textbook example of hype-driven pricing. Demand spikes faster than supply can adapt, so rates soar even though service quality and capacity don't improve. You're essentially subsidizing scarcity. By contrast, the "hotcation" is quietly becoming one of the best luxury value plays in travel. Destinations like Phoenix, Dubai, Las Vegas, and even Madrid are overbuilt by design. They expect extreme heat. Hotels have world-class air conditioning, massive pools, indoor dining, spas, shaded walkways with landscaping, and staff that are better trained to operate efficiently in summer/hot conditions. Bonus- because demand drops, you get premium rooms, better service, and fewer crowds often at 30-50% discounts compared to shoulder or peak seasons. I've seen travelers spend thousands more to chase cool weather, only to fight cruise-ship crowds to see a glacier for 20 minutes, then retreat to a hotel room that wasn't designed for heat at all. Meanwhile, the same budget in a "hot" destination buys privacy, space, and actual relaxation. The irony is that coolcations are starting to feel like a mass tourism trend, while hot destinations, long dismissed as unbearable, are delivering true off-season luxury. As climate volatility increases and travelers get more price-sensitive, I expect 2026 to be the year the narrative flips: heat becomes manageable, predictable, and affordable—while "cool" becomes crowded, expensive, and increasingly uncomfortable.
The trend of "coolcations," driven by social media, highlights the desire for unique travel experiences but poses challenges for popular destinations like Iceland and Alaska. Overtourism can overwhelm these areas, leading to congestion and strained infrastructure, which results in high accommodation costs and limited services. Travelers should consider these factors when planning to ensure a more enjoyable and sustainable experience.
Last summer, I joined the rush to "coolcations" in Iceland, thinking mild weather meant a stress-free escape. Instead, I found packed streets, expensive hotels, and air conditioning that couldn't keep up during an unexpected heatwave. It was a wake-up call: chasing the trend doesn't always mean a better experience. That's when I realized hot destinations like Phoenix, Dubai, or Madrid often deliver a smarter vacation. Empty pools, affordable luxury, and fully air-conditioned hotels make a huge difference when the goal is relaxation, not just ticking off Instagram shots. There's also a psychological advantage: embracing the heat forces you to plan around your comfort and schedule, turning a challenge into a deliberate, rewarding experience. Trifon Boyukliyski, Digital Growth Startegist, https://www.trifon.co/ For travelers, the lesson is clear: don't let the hype dictate your trip. Look beyond the "cool" label and evaluate value, infrastructure, and true comfort. Sometimes the hottest places offer the most surprisingly cool experiences.
Hey, I was excited to see Norway in the summer as a good way to escape what I thought would be the summertime temperatures that are rising and being record high around the world. It seemed to me to be an escape into a beautiful country, but for many reasons, including high prices of hotels, the number of tourists visiting Norway , and many restaurants and cafes in Norway being booked solid weeks in advance made it feel more like a stressful trip than an adventure. To make the situation even more stressful is the fact that a mini-heatwave occurred when we were in Norway, and because of that, I had no air conditioning the hotel we stayed at told us that it's generally not necessary. I spent a lot of nights lying awake with the windows open, hearing tour buses idling at midnight. Because of these reasons, I rethink how I will be travelling in the summertime. The following year, I bought my ticket to Spain specifically to Madrid for August, spent half the amount of money on a luxury hotel, and actually had the opportunity to go into museums with no one else in there and enjoy quiet evenings in my hotel. Best regards, Paul Gillooly, The Director of Dot Dot Loans URL: DotDotLoans.co.uk LinkedIn: https://www.linkedin.com/in/paul-gillooly-473082361/