Sun lovers beware. Climate change is changing travel.

This Valentine’s Day, you might be planning your next romantic getaway. Or, making travel plans for one. Either way, there’s an elephant in the room that can’t be ignored: climate change.

It’s no secret that rising temperatures are changing the way we travel. The Mediterranean, long cherished for its sun-soaked summers, is now experiencing record-breaking heat that’s driving holidaymakers to cooler destinations. Wildlife enthusiasts are adjusting their safari plans to new seasons as animal migrations shift. With all this change, travellers are looking to brands to guide them through this new reality – brands who can keep promises of safe, memorable, and sustainable experiences.

From “Where’s Hot?” to “Where’s Not?”

For decades, southern Europe has been the go-to spot for summer holidays. But with heatwaves sweeping through the Mediterranean, many sunseekers are looking north for their next trip.

Travel company Scott Dunn reports a 26% rise in bookings to cooler destinations like Finland and Norway. And it’s easy to see why: with mid-20s temperatures, lush landscapes, and endless daylight during the summer, northern Europe is becoming the new summer escape.

Seasons of Change

It’s not just beach holidays that are changing. Safari travel, which often depends on wildlife migrations and seasonal patterns, is also feeling the effects of climate change. Traditionally, December has been the peak safari season but shifting weather patterns mean March is now becoming the better choice.

This isn’t just about seeing animals – it’s about adjusting expectations and adapting to new realities. For travellers, it’s a big ask to trust brands with their once-in-a-lifetime trips. If a safari company promises breathtaking wildlife encounters, they need to deliver – even when the environment is changing. That means staying informed, being honest about what’s possible, and offering creative solutions, like exploring alternative reserves or suggesting different travel months.

A Promise to the Planet

The tourism sector contributes significantly to global emissions, and travellers are becoming more aware of their environmental impact.

We talked about Byway , which specialises in flight-free travel, in a previous post. They’re already stepping up, offering slower, more sustainable ways to explore the world. But sustainability doesn’t have to mean giving up on comfort or adventure – it’s about finding balance. For instance, encouraging longer stays instead of short, frequent trips can reduce a traveller’s carbon footprint while giving them a deeper connection to their destination.

The promise here is bigger than just delivering a great holiday – it’s a promise to protect the planet for future travellers.

Travellers Are Changing, Too

Travellers themselves are rethinking what they want out of their trips. A growing number are prioritising slower, more meaningful travel experiences over whirlwind tours. Others are looking for destinations that feel “climate-safe,” with manageable weather and a focus on sustainability.

For travel brands, this shift highlights the importance of staying connected to what travellers really need – not just following trends for the sake of it. Whether it’s offering personalised advice, supporting local initiatives, or simply being honest about the challenges of climate change, brands need to show they’re not just in it for profit – they’re in it for the long haul (pun intended!).

Havas CX Helia is a customer experience agency that specializes in helping brands close the gap between what they promise and what they deliver, aiming to build lasting loyalty and better business outcomes. We leverage creativity, strategy, and data & analytics to ensure brands keep their promises and live up to them every day for their customers at every touchpoint.