As Europe gets hotter, travel patterns may shift, hoteliers say

The record-breaking summer heatwaves sweeping Europe have left few visible marks on hotel performance, but hoteliers across the continent say hospitality’s real reckoning with rising temperatures is likely to come soon as operators in northern Europe are already seeing climate-driven tourism boosts.

A relentless heatwave has gripped Europe this summer, pushing temperatures above 44°C (111°F) in Spain, beyond 43°C (109°F) in France and Portugal, and close to 40°C (104°F) across large parts of the continent.

For Europe’s hospitality industry, the impact of the 2026 heatwave remains difficult to measure. CoStar data as of early July, just after Europe's worst heatwave on record, showed little to no negative impact on hotels.

But over time, persistently extreme weather could alter European travel patterns, pushing visitors away from traditionally popular summer destinations and into newer, cooler ones.

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July 02, 2026 10:09 AM

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“We do hear a lot from our travel adviser partners that many clients are preferring central and northern European destinations over southern European destinations in summer,” said Jan Mindermann, senior vice president of operations at Vienna-based Almanac Hotels.

Almanac Hotels, which operates three luxury hotels in Barcelona, Prague and Vienna, has yet to see any negative impact from the heatwave, whether in terms of cancellations or otherwise, Mindermann said.

Madrid has been one of Europe’s hardest-hit cities, with daytime temperatures repeatedly exceeding 40°C. The Spanish capital is nevertheless experiencing a record-breaking year, with tourist arrivals rising 17.4% year over year during the first five months of 2026.

“We are not directly seeing an impact on our business due to the heatwave,” said Marta Centeno Sampere, marketing director of the 200-room Four Seasons Hotel Madrid. But she added that demand patterns already are changing.

Over the longer term, rising temperatures could gradually alter tourism flows. August has already become a quieter month for hospitality demand in Madrid, Centeno Sampere said.

“Visitors coming to Spain in August spend fewer days in the city and more time by the seaside or in cooler destinations,” she said.

When it comes to climate change’s impact on the European hospitality industry, the full picture is more complex than current performance figures suggest.

“We see that extreme heatwaves have had a limited negative impact, for the moment, on occupancy,” said Stefan de Goeij, partner and head of sustainability and environmental, social and governance at Cushman & Wakefield. De Goeij's focus is on The Netherlands, central and eastern Europe and the Nordics.

According to research in Cushman & Wakefield’s “Future Hazards” project — an assessment of the impact of climate-related risks ranging from floods to wildfires across 100 global cities — Athens was the only major European city ranked as having high current exposure to extreme heat.

Several other popular European destinations including Madrid, Rome and Marseille were classified as having low current exposure, although their risk levels are expected to increase over time as global temperatures continue to rise.

However, the 2026 heatwave in Europe has shown some consequences for hoteliers, de Goeij said.

“What was visible is a move from the concrete jungle cities toward coastal hotels, escaping the burning heat in the city and taking it to the coast,” he said.

And hotels experiencing increased visitor flows will see higher energy bills.

“What will have an impact on costs is the high energy expenditures, as hotels are running air conditioning, refrigeration and cooling systems continuously,” de Goeij added.

As of mid-July, it was still too early to assess the total financial impact, de Goeij said, but he has seen data from the European Travel Commission that indicates 81% of Europeans now factor climate change into travel plans.

These effects also are affecting hotels hundreds of miles away. Lower-altitude ski resorts could see declining demand due to warmer winters, he said, although this could be partially offset by growing interest in year-round Alpine hiking.

Positive effects from a hotter Europe already have become measurable in northern European destinations. Cushman & Wakefield reported increased interest in resorts in northern Europe, alongside stronger investment activity in the region.

“According to our data, hotel transaction volume in the Nordics increased by 87% in 2025, reaching €2 billion ($2.29 billion), with more than 10,000 rooms transacted,” de Goeij said.

In the first quarter of 2026, hotel transaction volume jumped by 1,600%, although this was partly driven by a low-base effect.

Hoteliers in northern Europe acknowledge that rising temperatures have proved beneficial for their businesses.

The Baltic region is increasingly becoming an attractive alternative for travelers looking to avoid the extreme heat experienced in southern Europe during summer, said Andris Kalnins, president of the Association of Hotels & Restaurants in Latvia.

“While Mediterranean destinations remain very popular, some tourists are now seeking milder temperatures, outdoor activities and a more comfortable climate, which creates opportunities for destinations such as Latvia,” Kalnins said.

Emerging markets across Europe in these temperate destinations have a big opportunity to win hotel and travel demand, said Külli Kraner, CEO of the Estonian Hotel & Restaurant Association.

“Climate is increasingly working in our favor,” Kraner said. “We have largely been spared the heatwaves and unpredictable weather events affecting southern and central Europe. For travelers looking to escape the heat, that stability is a genuine selling point.”

Hoteliers admit climate change is not yet showing up in hotel performance figures, but it is increasingly becoming a factor in where travelers go — and where investors look.

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