Climate Risk Is Reshaping When and Where People Travel, Booking.com Data Shows

Climate uncertainty is no longer a niche concern for eco-conscious travelers — it is a mainstream factor actively redirecting global travel demand, according to Booking.com's 2026 Travel & Sustainability Report.

Key Findings

The report, based on a survey of 32,500 travelers across 35 countries conducted in January 2026, shows that nearly three-quarters of travelers (74%) now factor in extreme weather risk when choosing a destination, and the same share (74%) consider it when choosing timing. Nearly one in three (31%) has canceled or changed travel plans in the past 12 months because of extreme weather or natural disasters such as high temperatures, storms, wildfires, or floods.

The anxiety is backed by first-hand experience: 26% of surveyed travelers report having encountered extreme weather or a natural disaster during a trip in the past year. More than half (55%) describe unpredictable weather as stressful when booking, and 52% have removed a destination from their wish list after negative weather reports.

Demand Shifting Away from Traditional Peak Months

The data points to an emerging structural shift in seasonality. While June–August has historically dominated leisure travel, 42% of survey respondents now plan to travel outside peak season, and 25% say they are actively seeking cooler destinations.

Booking.com's own search data supports the trend. Searches for accommodation in Slovenia rose 29%, Norway 33%, and Finland 27% during peak travel months in 2025 compared with the prior year. Research from the European Travel Commission shows September growing as a major travel month, with 22% of Europeans planning trips in September 2025 (versus 25% for July and August combined).

Avoidance behavior is also measurable: 68% of travelers say they avoid destinations known for extreme weather, and 55% say some destinations have become too hot to visit when they want to go.

Impact on Accommodation Partners

The report surveyed 3,715 hotel and accommodation partners across 18 countries alongside the consumer panel. Forty percent of partners say they have already adjusted operations in response to climate-related risks. Nearly one in four (24%) has experienced disruptions to guest arrivals or departures due to extreme weather, and 23% has seen guest discomfort directly contribute to negative reviews.

"Holidays are a big emotional and financial investment for most of us; and thinking about where and when to go to minimize the chance of disruption or discomfort is a key part of that decision-making process for travelers," said Matthias Schmid, SVP of Accommodations at Booking.com. "Accommodation providers who can proactively address some of the risks and worries of travelers have an opportunity to build the trust of guests and maintain the best possible experience for customers."

What It Means for the Industry

The shift toward shoulder-season and cooler-destination travel is not just a sustainability story — it is a demand reallocation story. Destinations and properties that can position themselves as climate-reliable alternatives stand to capture travelers who are actively moving away from traditional peak markets. For OTAs, the implication is inventory and merchandising: how well platforms surface seasonal and geographic alternatives when demand patterns are this openly in flux.