Let’s get the scary news out of the way—2023 was Earth’s hottest year on record, and scientists say there’s a one in three chance 2024 will be hotter. 

If you operate a business serving summer vacationers, this data is especially alarming. Will consumers still travel at peak temperatures?

Here’s the good news: yes.

Rising temps aren’t keeping people from traveling. Our latest customer survey and Booking.com’s recent research show that the heat is just changing how people vacation.

Here are the summer travel trends we expect—along with tips on how your business can respond to the heat—so you’re ready to provide a great customer experience no matter what the weather does.

Water-based attractions

Because of the heat, many travelers want to be by the water during their vacation. Over a third of consumers, 36%, reported they want water-centric trips in 2024.

Many people also want to be by water during their trips because of its calming effects. Seventy-five percent of travelers reported that being near water helps them relax.

What should my business do?

Sustainable practices

As temperatures rise, most consumers want their summer travel to be environmentally friendly.

Booking.com found that 53% of travelers want vacation properties with sustainability features. Sixty percent of survey respondents also said they want accommodations that are clearly practicing sustainability. 

Record-high temperatures drive this trend, as most Americans believe global warming contributes to extreme heat. The majority also think citizens should do more to address global warming. For people who fall into both camps, eco-friendly travel is a way to make a positive difference.

What should my business do?

Show customers your brand is a sustainable choice by highlighting your eco-friendly practices on your website and in your marketing. But only (and we mean only) promote activities your company actually does. Greenwashing is a tried and true recipe for losing customers’ trust.

Back up your commitment to sustainability by sharing concrete details about each practice. For example, describe the technology your business uses to conserve water.

Or, promote your Environmental, Social, and Governance (ESG) report from your website. Hilton’s, for example, shares ESG targets on its “Environmental Impact” page. The data shows travelers the hotel chain isn’t just paying lip service to climate change—it has clear sustainability goals it’s working towards.

Flexible planning options

Record high temperatures are uncomfortable and potentially dangerous for travelers. People will cancel their plans because they don’t want to become exhausted or dehydrated.

The heat also disrupts vacations by increasing rainfall. Higher temps create more water vapor, which the atmosphere uses to produce more rain.

Heavy rain and intense heat both matter to travelers planning their summer vacations. In our survey, over half of consumers said they are likely to plan their trips around the weather by changing their dates or location (or both).

What should my business do?

Offer Weather Guarantees to customers as a defense against the heat and the rain. Here’s how these protection plans work:

Travelers love the peace of mind they feel from Weather Guarantees. In our recent survey, 76% of respondents said the Weather Guarantee made them feel more confident about booking. Over half of consumers, 55%, said they bought the Weather Guarantee because they wanted to be sure they’d get a refund if rain affected their trip. 

Beyond the booking stage, the vast majority of vacationers feel great about their Weather Guarantee purchase.

• 89% of respondents said the Weather Guarantee was worth its price. 
• 91% of respondents said they would buy another Weather Guarantee in the future.
• 55% of respondents said they were happier with their booked activity or stay because of the Weather Guarantee.

Weather Guarantees are a win-win for your business and your customers. Their bookings are protected in the case of bad weather, and your company receives revenue from every Weather Guarantee sale.

Protect your summer customers with Sensible Weather

You can’t control the weather, but you can control how your business accommodates customers. Show travelers your sustainability practices and water-centric attractions to build their trust, and give them flexibility by offering Weather Guarantees through a vetted provider.

Sensible Weather has worked with over 3,500 businesses since launching in 2021. Companies across industries use our Weather Guarantees because we:

• Are the only platform to offer protection against rain and high heat.
• Give guests confidence to book, increasing booking conversion by 5-20%.
• Deliver an exceptional and seamless customer experience that automatically pays out reimbursements so your customers never have to deal with claims.

Curious about partnering? Reach out to our team today.