# Travel and Sustainability Report 2026

**Publisher:** Booking.com  
**Published:** 2026-04-20  
**Category:** OTAs & marketplaces  
**Type:** Report  
**Access:** Free  
**Official source:** https://news.booking.com/bookingcom-research-reveals-how-climate-uncertainty-is-reshaping-peak-season-travel/  
**Canonical:** https://tourismintel.ai/reports/travel-and-sustainability-report-2026

## At a glance
- 74% of travelers globally consider extreme weather risk when choosing destinations and travel timing.
- 31% have canceled trips due to climate concerns; 26% experienced extreme weather while traveling in the past year.
- 42% plan trips outside peak season; searches for Slovenia, Norway, Finland rose 29%, 33%, 27% in summer 2025.
- 40% of accommodation partners have modified operations in response to climate risks; 24% experienced weather-related guest disruptions.

## What the report covers
Booking.com's 2026 Travel & Sustainability Report surveys 32,500 travelers across 35 countries and 3,715 accommodation partners to assess how climate uncertainty shapes destination and timing choices. The research identifies a marked shift away from traditional June–August peak season travel toward cooler destinations and shoulder months, and tracks operational adaptations by hoteliers. Published April 2026, it provides market intelligence for DMOs and hospitality operators navigating climate-driven demand changes.

## Key findings
Climate concern now dominates travel decisions. The survey finds 74% of travelers globally consider extreme weather risk when choosing both destination and timing. Nearly one-third (31%) have canceled trips specifically due to these concerns, often before departure. The anxiety reflects lived experience: 26% experienced extreme weather or natural disaster during trips in the past 12 months. More than half (55%) report climate risks create stress during planning, and 55% find unpredictable weather makes timing decisions difficult.

Travelers are actively shifting away from peak season and hot destinations. According to the report, 42% plan to travel outside June–August peak months, with 25% seeking cooler destinations. Over half (55%) deem some destinations too hot during their preferred period. Booking.com search data shows measurable demand migration: searches increased 29% for Slovenia, 33% for Norway, and 27% for Finland during summer 2025 versus 2024. European Travel Commission research shows 22% of Europeans plan September trips versus 25% in July and August.

Crowd avoidance and climate reliability now rank alongside traditional factors. The survey finds 68% of travelers visit less popular destinations to avoid crowds, and 68% actively avoid destinations known for extreme weather. This suggests climate stability and comfort are now primary decision criteria. Properties in stable climates can capitalize by emphasizing predictability and guest comfort at booking.

Accommodation operators are adapting operationally to climate disruptions. The partner survey reveals 40% have already adjusted operations due to climate risks. Nearly one-quarter (24%) experienced disruption to guest arrivals or departures from extreme weather, and 23% saw guest discomfort directly drive negative reviews. These figures indicate climate-related adaptation is now a core business concern affecting guest satisfaction and reputation.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Travelers considering extreme weather risk in destination choice | 74% | Global survey, 32,500 respondents, January 2026 |
| Travelers who canceled trips due to climate concerns | 31% | Global survey, 32,500 respondents, January 2026 |
| Travelers who experienced extreme weather while traveling in past 12 months | 26% | Global survey, 32,500 respondents, January 2026 |
| Travelers planning to travel outside peak season | 42% | Global survey, 32,500 respondents, January 2026 |
| Accommodation search increase for Slovenia (summer 2025 vs 2024) | +29% | Booking.com search data, June–August period |
| Accommodation search increase for Norway (summer 2025 vs 2024) | +33% | Booking.com search data, June–August period |
| Accommodation search increase for Finland (summer 2025 vs 2024) | +27% | Booking.com search data, June–August period |
| Accommodation partners who adjusted operations due to climate risks | 40% | Partner survey, 3,715 providers, February 2026 |

## Why it matters
**DMOs & destinations** — Cooler, climate-stable destinations now enjoy structural competitive advantage. DMOs should emphasize climate reliability and predictability in marketing to capture the 42% shifting from peak season. Shoulder-season promotion and messaging around guest comfort and crowd avoidance align with measurable demand. Proactive communication about weather patterns and infrastructure resilience will differentiate destinations in an increasingly climate-conscious market.

**Hotels & hospitality** — Climate disruption directly impacts guest experience and online reputation. With 24% of partners experiencing weather-related arrival delays and 23% reporting guest discomfort driving negative reviews, operational adaptation is now essential business practice. Hotels should communicate climate risk mitigation and comfort features at booking. Properties in cooler regions can capitalize on demand shift; those in heat-prone areas must invest in resilience and transparent risk communication.

**Travel tech & distribution** — Climate risk and seasonality data now influence traveler decision-making and should inform algorithms. Platforms should surface climate reliability, shoulder-season inventory, and cooler-destination options more prominently. Booking.com's 29–33% search increases for Nordic and Alpine destinations signal algorithmic opportunity. Integrating weather forecasting, climate-impact predictions, and comfort signals into discovery and personalization will improve conversion and reduce cancellation risk.

## Methodology and limits
Booking.com conducted an online survey of 32,500 respondents across 35 countries in January 2026 (quotas: 1,000 per major market, 500 per smaller market). Eligibility: age 18+, traveled in past 12 months, planning travel in 2026, primary or joint travel decision-maker. A separate partner survey of 3,715 accommodation providers across 17 markets ran February 3–16, 2026. Search data compares June–August 2025 against June–August 2024. All figures are from survey samples unless noted as search data or external sources (European Travel Commission). The brief is based on the publicly available summary.

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© Booking.com for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://news.booking.com/bookingcom-research-reveals-how-climate-uncertainty-is-reshaping-peak-season-travel/