Notitur July 16, 2026
HotelsPublished July 16, 20261 min read

Heatwaves are costing us repeat visitors

JSBy Joan SanzCurated by Joan Sanz. · July 16, 2026 · Follow on LinkedIn
Voice reading · ~1 min

Summer is getting longer and more oppressive, and that shows not just in water consumption or AC bills. A survey covered by Hosteltur reveals that tourists who experience a heatwave during their stay in Spain significantly reduce their likelihood of returning. In plain terms: extreme heat is eroding loyalty.

The data comes from a study that asks travelers directly whether heat would put them off coming back. The answer is yes, especially among tourists from markets unused to such temperatures. For hotels, airlines and tour operatorsTour operatorA tour operator is the company that bundles flight, hotel and transfers into a single organised trip and sells it, usually through travel agencies. It buys in bulk and in advance, which gives it price but loads it wit..., this means climate experience is now a deciding factor, not just price or leisure offer.

My take: this is not a curse, it's a wake-up call to act. Destinations that invest in efficient cooling, natural shade, cool-hour sightseeing schedules and microclimate messaging (north vs south, coast vs inland) can turn heat into a selling point rather than an objection. Those who wait for the thermometer to drop will lose.

Quick questions

Why do heatwaves reduce tourist loyalty?
Because tourists associate destinations with discomfort and bad memories after extreme heat, lowering their intention to return, according to the Hosteltur survey.
Which tourists are most sensitive to heat?
Travelers from cooler climates, such as Northern Europe, who are not accustomed to extreme temperatures.
How can hotels respond to extreme heat?
By investing in efficient air conditioning, flexible pool and common area hours, and creating natural shaded spaces.
Is this only a summer issue?
Mainly, but as heatwaves extend into spring and autumn, those shoulder seasons are also affected.
Are there Spanish destinations better prepared for heat?
Yes, northern coastal destinations like Galicia or Cantabria, and high mountain areas, offer milder climates that attract heat-avoiding tourists.

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