2024 has been a transformative year for weather and travel alike. Marked by record-setting temperatures, devastating flooding, and a series of named storms, this year underscored the growing need for solutions that empower travelers to plan with confidence amidst increasingly unpredictable weather.

Sensible Weather’s Weather Guarantee has been at the forefront of this evolution, delivering peace of mind to consumers while creating tangible value for partners in the travel and hospitality industries. In 2024,nearly 400,000 Weather Guarantees were sold, highlighting growing consumer demand and weather uncertainty. One example of this is increased Weather Guarantee purchases in states badly affected by major weather events and flooding, like Michigan, New York, and North Carolina, where heightened awareness of weather risks likely drove demand.

This report explores how 2024’s weather trends reshaped the travel landscape and how Weather Guarantees adapted and performed in response to these changes.

2024 Weather Trends:

Record-Setting Temperatures

Globally, 2024 is on track to be the hottest year ever recorded, surpassing the previous record set in 2023. July stood out as both the hottest month of the year and the peak period for Weather Guarantee sales. High-temperature coverage, launched earlier in the year, resonated strongly with consumers booking outdoor vacations, particularly in regions like Florida and Texas, where extreme heat is becoming an increasing concern.

Shifting Precipitation Patterns

The South took the “Umbrella Award” as the rainiest region in the United States, with 661 inches of precipitation recorded in the first 11 months of 2024. Within the region, Louisiana led as the rainiest state, with peak rainfall reaching 9.86 inches in January. Other southern states like Florida and Georgia followed closely behind, though their wettest months occurred later in the year (September) as a result of one of the deadliest and most destructive hurricane seasons in decades.

In contrast, October emerged as the driest month nationwide, with only 47 inches of precipitation across all 50 states in the contiguous US. The West was the driest region overall, with Arizona, New Mexico, and Nevada recording the least rainfall. Of note, Arizona and Nevada both experienced less rainfall throughout 2024 than Louisiana did in January alone.

A rainy January

• Rainiest Month Nationwide: January, followed closely by May.
• Driest Month Nationwide: October.
• Hottest Month Nationwide: July.

The impact of weather on Travel Trends:

These trends reflect the growing influence of regional and seasonal weather patterns on travel behaviors. For instance, July remains the most common travel month in the U.S.*, coinciding with school vacations and favorable weather. However, May, one of the rainiest months, is notably less popular, suggesting travelers’ hesitance to book trips during wetter periods. Despite its heat, July is also the month with the most Weather Guarantees added to trips and activities, highlighting how travelers increasingly seek protection against weather risks.

2024 Performance of Weather Guarantees

The Weather Guarantee demonstrated its adaptability in 2024, aligning offerings with shifting weather patterns and evolving consumer needs. The embedded add-on reached an all-time high of nearly 400,000 guarantees sold, with the summer months driving the majority of purchases. July led the way as the top month for purchases, reflecting both peak travel volume and peak attach rates for Weather Guarantees.

Performance Highlights:

• Day with Most Active Policies: July 5, 2024
• Record Sales Day: July 2, 2024
• Month with Highest Attach Rate: July

While July saw the highest activity, January stood out for its average lead time of 152 days between when a Weather Guarantee was purchased and the date of the trip. This underscores Weather Guarantees’ role in supporting advance bookings, offering reassurance to travelers months ahead of their planned activities.

High-Temperature Coverage: A Milestone in 2024

In response to record heat, Sensible Weather launched high-temperature coverage in February 2024, expanding the program beyond rain and precipitation protection. This innovation resonated strongly with travelers, especially those heading to outdoor destinations like Florida, Texas, and Nevada during the summer months. By addressing extreme heat concerns, Sensible Weather demonstrated its ability to evolve alongside consumer needs and weather realities.

Consumer Behavior and Market Trends

The demand for Weather Guarantees in 2024 revealed important insights into consumer priorities:

• Demographic Trends: Purchasers of Weather Guarantees tend to be aged 30–50, skew female, and frequently travel with families. These consumers are often high earners, with household incomes of $100,000+.
• Motivation: “Peace of mind” remains the leading reason for purchasing Weather Guarantees, reflecting a growing preference for mitigating financial risks associated with weather disruptions.
• Attach Rate Highlights by Sector:
  • Theme Parks: Continued to lead with an attach rate of 30%, highlighting the demand for day-specific, high-value experiences.
  • Accommodations: Attached closer to 10–15% for higher-value bookings (e.g., $200+ ADRs, booked 3+ months in advance).
  • Ticketed Events: Achieved an attach rate of 11%, despite having a large % of bookings within the 7-day window.

Attach rates are significantly higher for all sectors when bookings occur outside the 7-day booking window. The surge in Weather Guarantee purchases for travel and activities in the summer months further underscores the alignment between weather patterns and consumer behavior, as travelers seek protection during periods of peak risk.

2024 by the Numbers: Lead Times and Activities

The lead time for Weather Guarantee purchases varied widely by activity, reflecting distinct planning habits among travelers:

• Skiing: 92 days (longest lead time).
• Camping: 70 days.
• Lodging: 49 days.
• Golf: 27 days.
• Theme Parks: 19 days.
• Events: 11 days (shortest lead time).

These lead times reinforce the importance of tailoring Weather Guarantee offerings to the planning habits and preferences of different traveler segments.

Conclusion: A Year of Growth and Adaptation

2024 has been a year of both environmental and operational shifts. As weather patterns grow more extreme and unpredictable, travelers are increasingly seeking protections to safeguard their plans. Sensible Weather’s expansion of Weather Guarantees—particularly with the launch of high-temperature coverage—demonstrates its ability to meet these challenges head-on.

With nearly 400,000 Weather Guarantees sold, the add-on has established itself as a must-have for travelers navigating the realities of a changing climate. The increased adoption in states like Michigan, New York, and North Carolina, regions directly impacted by extreme weather this year, further underscores its relevance and value. 

As we look ahead to 2025, the insights and successes of 2024 will serve as a foundation for further innovation, empowering travelers and partners to adapt with confidence to whatever weather may come.