At SOS International’s Travelcare Division, July and August are known as the “summer peak season” - the time of year when case handlers at the travel assistance alarm centre are busiest, helping Nordic travellers who fall ill or get injured abroad.
This summer, however, turned out to be less busy than expected and quieter than last year. It remains the busiest period of the year, but something seems to be changing.
“We’ve anticipated shifts in travel patterns in recent years, as summers have been marked by widespread heatwaves and wildfires in Southern Europe. But it’s only this year that we can really see movement,” says Karin Tranberg, EVP of Travelcare, SOS International.
More travel during winter and Easter breaks
In numbers, the summer months this year brought around 10 per cent fewer cases to the alarm centre compared to the same period last year. That drop should be viewed in the context of summer 2024, which reached an exceptionally high level.
At the same time, activity in the winter and spring months of 2025 has been higher than the year before. Some of the travel activity therefore appears to have shifted away from the traditional high-season summer weeks 29–31 towards winter and Easter holidays.
From January to April, Travelcare recorded a 15 per cent increase compared to the same period in 2024.
New seasonal patterns call for adaptation
SOS International does not claim to hold the ultimate explanation for why seasonal patterns are shifting. But possible reasons include:
- More people spending their summer holidays at home or visiting neighbouring Nordic countries by car.
- More choosing to travel abroad during the winter or spring.
- Rising prices making off-season travel more attractive.
- Southern Europe becoming increasingly hot during the peak of summer, pushing travellers towards other times of the year.
“Whatever the reasons, this is a development we are monitoring closely. We need to be sharp in forecasting the activity levels we must handle, so that we can continue delivering the high-quality services we are known for,” says Karin Tranberg.
The same development is also visible among tour operators, who are increasingly extending the travel season to Southern Europe.
