- Research shows 28pc of European holidaymakers seek cooler destinations.
- OROKO launched its Cooler Summers Collection several years ago.
- Northern Europe has seen the greatest increase in interest from families.
- Private sailing journeys offer a cooler Mediterranean experience.
- Atlantic islands provide value in quieter summer periods.
Irish holidaymakers have increasingly sought cooler summer destinations to avoid extreme heat as record temperatures have become common across Europe. OROKO has recognised this trend and created its dedicated Cooler Summers Collection that features journeys to places where summer offers more outdoor time and a different pace. Families with teenagers have shown growing interest in adventure led options.
Northern Europe destinations such as Norway’s Lofoten Islands and Iceland have seen increased demand for hiking, kayaking and wildlife experiences. The Alps including Megève, Grimentz, Morzine and the Dolomites have emerged as alternatives that provide cooler temperatures, mountain trails and luxury accommodation at lower rates outside ski season. Private sailing journeys through Greece’s Cyclades, Croatia’s Dalmatian Coast and the Amalfi Coast have also gained popularity.
Atlantic islands such as Madeira and Tenerife have attracted renewed interest during the European summer with comfortable warmth and greater availability. Suggested itineraries include Norway’s Lofoten Islands from €2,999 per person and Iceland Ring Road from €3,199 per person. Madeira starts from €3,199 per person while Tenerife begins from €1,799 per person.
Cailín Keaney shared ““We’re not seeing people fall out of love with European summer holidays; we’re seeing them broaden their idea of what makes a great summer holiday. Families with younger children are asking where they can comfortably spend the day outdoors, while families with teenagers are increasingly looking for destinations that off er adventure and experiences beyond the traditional beach holiday.
We’re arranging more holidays to places like Megève and the Dolomites, Atlantic islands such as Madeira, and private yacht charters through the Cyclades and along the Amalfi Coast. These are destinations where guests enjoy a very diff erent summer experience, often with greater availability, better value and the freedom to enjoy places at a more relaxed pace than during their traditional peak seasons.
Summer should invite exploration, long lunches on a terrace, walking through an alpine village, swimming in a mountain lake or spending an afternoon on the water. Whether that’s Norway beneath the midnight sun, an alpine retreat in Megève or Madeira’s Atlantic coastline, our role is helping clients discover places where they can experience summer at its very best, often in destinations they hadn’t previously considered.”
