New research from Sunweb shows nearly 1 in 3 18-44s more likely to book a cold-weather holiday this year as a direct result of the summer heatwaves.

Looking to distance themselves from the staggering warmth of the summer heatwaves, Brits are stepping away from ‘mild’ winter holidays and looking to take things down a few degrees.

New research from Sunweb, Europe’s leading ski holiday provider, reveals that over 1 in 4 UK adults aged 18-44 (29%) are more likely to book a winter holiday in a cold-weather destination this year, and all because of the summer heat. Feeling optimistic about a change in temperature, a quarter of 18-44 year olds (23%) reported that they were looking forward to the cooler conditions of Autumn and Winter more this year than in previous years.

An online survey was conducted by on behalf of Sunweb by OnePoll, 8 – 15 September 2026, representative of 2000 UK adults, with a quota of 500 snowboarders / skiers. Data has been collected adhering to MRS (Market Research Society) and ESOMAR guidelines to ensure ethical and accurate data collection. 

As the most reactive generation - but still susceptible to the sweltering summer heat - a remarkable 42% of Gen-Z reported that they were more likely to book a cold weather destination this year.

Responding to the unprecedented demand for cooler holidays, Sunweb has compiled a list of its top 10 coldest European ski resorts, making it easier for Brits for cool down after an unprecedented hot summer'.

Topping the list of Sunweb’s coldest destinations was Livigno, a Northern Italian resort with an average December – February temperature of -12.1°C. Nicknamed ‘Little Tibet’ for a reason, the remote resort - at 1800m above sea-level - has built a strong reputation as a snow sure destination, with an extensive 115km of marked piste. Hosting freestyle skiing and snowboarding competitions at the 2026 Winter Olympic Games, Livigno also has a lively and affordable Après scene, with plenty to do for non-skiers!

Jack Bolus, marketing manager at Sunweb, said: "After a summer of heatwaves, it's no surprise we are craving the opposite this winter. For many, the research shows a genuine change in mindset, with holidaymakers seeking proper cold and crisp winter escapes to cool down. Skiing holidays offer the perfect solution, with resorts like Livigno - which boasts an average temperature of -12°C – all but guaranteeing sub-zero temperatures and reliable snowfall.”

Sunweb’s Top 10 Coldest European Resorts

1. Livigno, Italy: -12.1°C,  Alexander Charme Hotel, Hotel: 4* wellness hotel, ideal for couples. Facilities: Ski lift 350m away, sauna, Turkish steam bath, hot tub, and swimming pool. Room: Double room, half-board, for 8 days (Sat 05 Dec - Sat 12 Dec), Price: £891.68pp, inc. half-board, lift pass and early booking discount of £107.84pp

2. Val d'Isère, France: -10.5°C Chalet Izïa,  Hotel: 5* modern apartments, perfect for families. Facilities: sauna, turkish steam bath, swimming pool, ensuite chalet rooms,  Room: 2 bedroom chalet, breakfast included, for 8 days (Sat 06 March - Sat 13 March),  Price: £1,203.2pp, (2 adults, 2 children), lift pass and special offer discount of £244.50pp

3. Breuil-Cervinia, Italy: -10.3°C,  Valtur Cervinia Cristallo Ski Resort,  Hotel: 5* Luxurious wellness centre, in a quiet, idyllic location,  Facilities: Ski lift 900m away, sauna, bio-sauna, Turkish steam bath, ice baths, swimming pool, gym and children’s play area,  Room: Double room, breakfast included, for 8 days (Tues 08 Dec - Tues 15 Dec),  Price: £966.76pp, inc. breakfast, lift pass and early booking discount of £65.90pp

4. Chamonix Mont-Blanc, France: -10.1°C, Hotel La Folie Douce, Hotel: 3.5* hotel with lively apres-ski and evening shows, Facilities: Ski lift 50m away, outdoor pool, hamam, sauna, gym, cocktail bar and nightclub, Room: Double room, breakfast included, for 8 days (Tues 01 Dec - Tues 08 Dec), Price: £621.80pp, inc. lift pass

5. Davos Klosters, Switzerland: -9.7°C, Hilton Garden Inn, Hotel: 4* hotel with fireside bar and balcony view rooms, Facilities: Ski lift 800m away, gym, cocktail bar, parking included, Room: Double room, half-board, for 8 days (Wed 03 March - Wed 10 March), Price: £1,266.55pp, inc. lift pass, half-board and special offer of £140.70pp

6. Val Thorens, France: -8.5°C, Hotel Bel Horizon, Hotel: 3* hotel, with fireside bar, perfect for friends, Facilities: Ski lift 100m away, social  Room: Double room, half-board, for 8 days (Friday 20 Nov – Friday 27 Nov),  Price: £731.37pp, inc. lift pass, half-board, flights from London Gatwick to Geneva, equipment hire and early booking discount of £50pp

7. Arosa, Switzerland: -8.4°C,  Hotel Alpina Parpan,  Hotel: 3* hotel with balcony view rooms, ideal for couples,  Facilities: Ski lift 150m away, sauna, jacuzzi,  Room: Double room, half-board, for 8 days (Sun 13 Dec- Sun 20 Dec), Price: £1,266.55pp, inc. lift pass, half-board and early booking discount of £172.32pp

8. Hemsedal, Norway: -7.0°C,  Skistar Lodge Hemsedal, hotel with fireside bar and balcony view rooms, Facilities: Nearby ski lift, premium cocktail bar, climbing wall,  Room: 2 bedroom apartment, self-catered, for 8 days (Sat 16 March – Sat 23 March), Price: £794.21pp, inc. lift pass

9. Sälen, Sweden: -6.5°C, Lindvallen Timmerbyn, Hotel: 3* chalet with private sauna, family favourite location, Facilities: Ski lift 400m away, private chalet sauna, access to McSki Room: 2 bedroom apartment, self-catered, for 8 days (Sat 09 Jan – Sat 16 Jan), Price: £538.35pp, (2 adults, 2 children), inc. lift pass

10. Trysil, Norway :-6.0°C, Skistar Lodge Trysil, Hotel: 4* chalet with private sauna, family favourite location, Facilities: ski-in ski-out, swimming pool, sauna, outdoor jacuzzi, gym Room: 2 bedroom apartment, self-catered, for 8 days (Sat 09 Jan – Sat 16 Jan), Price: £839.81pp, (2 adults, 2 children), inc. lift pass

Sunweb offers a curated selection of ski holidays year-round, combining exceptional service with affordability. As the biggest ski provider in Europe, Sunweb excels in delivering high-quality service, fostering long-term partnerships across 220 destinations in France, Austria, Italy, Switzerland and Sweden to ensure affordable prices. 

With a willingness to innovate, Sunweb is not afraid to challenge the status quo, setting new and bolder industry standards. Sunweb has been voted World’s Best Ski Tour Operator 8 times by the public.