As the world becomes more attuned to the environmental impacts of travel, “coolcations” are the new way to travel responsibly.
Luxury travelers are increasingly opting for cooler climates and off-the-beaten-path destinations, a trend known as “coolcations,” as the travel industry grapples with the impact of climate change. According to Virtuoso, a global leader in luxury travel, travel to northern Europe and Canada surged 44 percent last summer, while warmer destinations like Italy, Greece, and France experienced a slight decline in popularity. This shift is part of a broader movement toward responsible travel, as tourists look to mitigate the effects of overtourism and minimize their carbon footprints.
This shift toward more responsible travel is also the result of overtourism, which has become a pressing issue in many parts of the world following the pandemic. Popular destinations such as Venice, Santorini, and Barcelona have seen their infrastructure strained by an influx of visitors, causing environmental degradation and a diminished quality of life for locals. Responsible travel practices, such as visiting less frequented destinations or traveling during off-peak times, offer a solution to these issues.
Virtuoso reports that sales for its sustainable travel partners hit $700 million in 2023, reflecting the growing importance of environmentally conscious travel. Slovenia, Portugal, and Croatia are all becoming popular alternatives to more heavily trafficked European destinations, where travelers can still enjoy the cultural and natural beauty of the region without contributing to overtourism.
“If you go back to post-pandemic, 2022 and even into the summer of 2023, we saw southern Europe just be rife with popularity,” Intrepid Travel CEO James Thornton told CNBC.
“It felt like everyone just had to go back to the Mediterranean, to Italy, to Greece, to Spain, because they hadn’t had the opportunity for a couple of years to be able to do that. What happened was, it was crowded, it was often expensive, and you were seeing various natural challenges happen — often as a result of climate change,” Thornton said.
“What we have seen in reverse is in 2024 and now into 2025, the demand for people wanting to travel in the peak of summer, in July and August, to what would traditionally be cooler northern European destinations,” he added.
Virtuoso’s 2024 Impact Report underscores the growing role of luxury travel in promoting sustainable practices. “Travel advisors are instrumental in educating clients about sustainable travel while fulfilling their travel aspirations,” Virtuoso notes in the report. The luxury travel network is leading efforts to incorporate sustainability into high-end experiences, and travelers are increasingly seeking out eco-friendly options when planning their trips. According to Virtuoso, consumers are not only looking for unique and luxurious experiences but also want those experiences to align with their values, especially when it comes to protecting the planet.
A growing interest in “exclusive-use experiences” is also shaping the luxury travel landscape. Requests for VIP transportation, private yachts, and luxury residences have soared, with 89 percent of Virtuoso advisors reporting an increase in demand. These experiences, while undeniably luxurious, are being reimagined to include sustainable elements. For example, luxury yachts now offer eco-conscious features such as solar-powered systems and reduced emissions technology, catering to travelers who want both exclusivity and environmental responsibility.
The rising popularity of expedition cruises, African safaris, and exotic destinations like Fiji and the Maldives also reflects a shift in how high-end travelers are approaching luxury vacations. Instead of opting for traditional beach resorts or city tours, many are now seeking deeper, more meaningful interactions with nature and wildlife. These experiences allow travelers to connect with the environment in ways that go beyond surface-level tourism, encouraging conservation and responsible exploration.
In addition to sustainable travel practices, Virtuoso notes a significant increase in the use of travel advisors, with a 76 percent rise in consumers seeking out these services through the network’s platform. This trend indicates that travelers, particularly in the luxury sector, are looking for expert guidance to ensure their trips are both memorable and sustainable. Travel advisors are crucial in helping clients navigate the complexities of planning eco-friendly trips, from choosing sustainable accommodations to finding carbon offset programs.
Virtuoso says destinations such as Mexico, Hawaii, and Costa Rica are expected to remain top choices for travelers over the coming holiday season. However, Virtuoso notes that there is also growing interest in more under-the-radar spots like Saint Lucia, the Dominican Republic, and Grenada. Maui, despite the challenges posed by last year’s wildfires, has seen a 66 percent increase in holiday bookings, further demonstrating the resilience of travel demand and the appeal of more remote, natural destinations.
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