You’ve probably noticed: The weather is becoming increasingly unpredictable. And you don’t have to look far to see the effects, considering the massive heatwave now hitting much of the United States and Europe.
As result, a new trend called “weathermaxxing” is emerging, in which travelers are planning vacations not based solely on the destination—but around the forecast.
In fact, a new report from Sensible Weather—the leading weather protection provider for the travel and hospitality industry—finds American travelers cite weather as the second most important factor when booking a vacation, after cost. (The survey polled 600 U.S. leisure travelers.)
One example of how “weathermaxxing” is affecting summer bookings is the trend toward “coldcations” or coolcations”: Trip.com data showed a 74% year-on-year increase in searches for “coolcations” in 2025.
This trend has travelers forgoing the beach in favor of more comfortable temperatures in Iceland and Scandinavia (where they can still engage in outdoor adventures); trips in the U.S. to Alaska and coastal Oregon; and vacations in Western Europe’s Swiss Alps, Scotland, and Ireland.
Meanwhile, “weathermaxxing” means more travelers are deliberately taking climate into consideration when choosing destinations and the timing of travel, and in adding “trip protections that reduce weather-related risk.” Sensible Weather’s report finds 56% of travelers cite bad weather as a top concern when booking a leisure trip, while 55% say they postponed booking because they were unsure about the forecast.
“As weather becomes more disruptive and extreme, travelers are looking for tools that help them book with confidence,” Dr. Nick Cavanaugh, climate scientist and Sensible Weather’s founder, tells Fast Company. “In fact, 90% say they would feel more confident booking if weather-related disruptions were covered automatically.”