The summers are getting hotter and Italians plan their holidays taking this detail into account as well; if up to a few years ago the weather was checked only hoping it wouldn’t rain on beach days, today it is an absolutely essential element in planning.
A survey commissioned by Omio and conducted by Censuswide makes this clear: 79% of Italians admit that forecasted temperatures weigh on the choice of their summer destination.
The weather influences the choice of destination
The clearest data concerns the planning phase. For 33% of respondents, the weather is now one of the main criteria in choosing the destination, while 45% say that faced with extreme forecast temperatures they would consider an alternative. The share of those who say the climate has little or no impact on their travel choices remains minority, at just 22%. In practice, vacation plans are shifting: it’s not only about when to go, but where, and more and more the answer is toward cooler areas.
The heat changes plans
The heat changes plans, but rarely cancels vacations. In the last two years, the 53% of Italians did not modify their plans even during the heat waves. The others limited themselves mainly to a few adjustments: less outdoor activity by 14%, a refreshing stop between mountains and lake by 13%, departures and returns shifted by 12%. Completely changing the destination remains a relatively infrequent choice, indicated by 9%, while only 8% cancel or replace the departure.
When temperatures rise, even the vacation changes its timing. 35% of Italians limit movements during the hottest hours, 34% go out mainly early in the morning or in the evening and 23% plan visits and excursions when the weather is more pleasant. Water and coolness thus become two decisive criteria: 30% seek destinations where it is easy to swim, while for one traveler out of three air conditioning is now indispensable. Among 35- to 44-year-olds the share even reaches 40%.
Coolcation, nature and flexible itineraries
On the front of the unforeseen, pragmatism generally prevails. A sudden thunderstorm is not enough to ruin the vacation. When faced with a weather change, 29% of Italians modify the planned activities and 23% stay put waiting for better conditions. Only 3% decide to trim a part of the journey. For the coming summers, however, the heat could have a greater impact on choices: 57% are ready to change habits, aiming for cooler locations, coolcation-style holidays and stays in contact with nature. 31% will continue to travel as they always have.
Weather, in short, does not stop the holidays of Italians: it is simply making them a bit more elastic, and perhaps also a bit smarter. If a few years ago people passively endured it, today it is one of the elements to consider in planning. The true luxury of summer? It is no longer chasing sun and beaches at all costs; one must craft a trip that can adapt, surprise and leave room for alternatives in case of sudden heat waves.
