Families with young children, including newborns, are desperately seeking refuge from the record-breaking temperatures as the UK's severe heatwave shows no signs of abating. A surprising trend has emerged: many are booking air-conditioned hotel rooms in a bid to keep their little ones cool and safe.
Data from Booking.com reveals that since June 1st, when the Northern European heatwave began, searches for hotels with air conditioning have skyrocketed by three times across Great Britain. This drastic shift in consumer behaviour underscores the growing priority placed on climate-controlled environments as temperatures soar.
Hotels are reaping the financial rewards of this trend, with payment company Adyen reporting a 34% increase in revenue between June 22nd and 25th this year compared to the same period in 2022. This substantial uplift is based on authorised transactions processed via their platform in Great Britain.
The Met Office issued extreme heat warnings throughout the week as parts of England and Wales experienced temperatures reaching mid-to-high 30s Celsius, with a provisional new June temperature record of 36.9C recorded at Wattisham, Suffolk. The severity of the conditions has prompted families to seek out cooler alternatives to their homes.
Hotel chains such as Heartwood Inns are reporting unprecedented occupancy rates, with some locations reaching capacity. General managers have confirmed a significant spike in demand, with guests seeking air-conditioned rooms and shaded outdoor areas to escape the heat. Dean Culpan of London's Templeton Garden hotel noted that guests are choosing hotel stays over remaining at home due to the guaranteed cooler environment, often extending one-night stays into multiple nights.
Guests such as Claire Williams, who stayed with her newborn baby at The Feathers hotel in Woodstock, praised the air-conditioned rooms for providing a much-needed respite from the heat. 'It was like a haven,' she said. 'We were able to keep our baby cool and comfortable, and even enjoyed some time relaxing by the shaded outdoor pool.'