When weather influences tourism and events

Weather is a key factor influencing consumer decisions in the travel and event sectors. Whether it’s a weekend at the beach, a ski trip, an outdoor festival, or a countryside wedding, the fear of bad weather weighs heavily on clients’ decision-making.

This “fear of rain” leads to last-minute bookings, cancellations, and a drop in revenue for businesses in the industry. With the increasing frequency of extreme weather events (storms, heatwaves, droughts, heavy rainfall), professionals must anticipate these challenges and reassure their customers.

What are the real impacts of weather on tourism and events? How can businesses adapt and offer effective solutions to minimize losses?

1. Weather: The leading source of uncertainty for travelers

1.1 A major concern that influences booking decisions

• 76% of tourists say that rain is the main factor that can ruin a trip.
• Rain ranks higher than cold temperatures (35%) or strong winds (24%) when it comes to choosing a destination or planning activities.
• More than 30% of travelers have already given up on a destination due to poor weather conditions.
• Younger generations are especially sensitive to weather-related concerns:
• 43% of 18–34-year-olds have already changed or canceled travel plans because of the forecast.
• This age group is more likely to book last-minute trips to stay flexible and adapt to the latest weather updates.

The data paints a clear picture: weather anxiety is real, and it’s reshaping consumer behavior across the travel and event industries.

1.2 A Real Financial Cost for Businesses

Last-minute cancellations have a direct and immediate impact on revenue, leading to significant financial losses. In the events industry especially, fixed costs—such as artist fees, venue rentals, and logistics—remain payable even if the event is canceled.

These non-recoverable expenses can seriously undermine the profitability of an entire event, particularly when profit margins are already tight.

Examples of Weather-Related Losses in the Event Industry

2. Consequences That Go Far Beyond Bookings

2.1 Bad Weather Directly Impacts the Traveler Experience

When it rains, outdoor activities are often canceled, limiting leisure options and reducing tourism-related spending. In the winter of 2023, Switzerland recorded an 8% drop in day trips to the mountains due to low snowfall—highlighting the growing challenges the tourism industry faces with weather-related disruptions.

Concrete examples:

• Rain during a beach holiday → Fewer outdoor activities, decreased appeal of the destination.
• Lack of snow at a ski resort → Dissatisfied skiers, partial refunds, or travelers switching to better-equipped resorts.
• Heatwaves → In Paris, August 2023, many tourists shortened their stay or changed their plans to avoid extreme heat.

2.2 Weather Also Impacts On-Site Spending

Good weather boosts tourist spending:

• Travelers tend to spend more on outdoor cafés, open-air activities, excursions, and paid leisure.

Bad weather shifts consumption habits:

• Tourists turn to indoor activities such as museums, spas, shopping malls, and restaurants.
• In some cases, poor weather can significantly reduce tourist spending, as visitors may stay inside their accommodation instead of going out.

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3. How Can Tourism and Event Businesses Adapt to Weather Uncertainty?

3.1 Anticipation and Proactive Communication

Companies can reduce the impact of weather disruptions by anticipating risks with the help of professional weather tools, such as integrated APIs or specialized forecasting services. Once potential risks are identified, it’s essential to communicate proactively with clients: keeping them informed about upcoming conditions, presenting backup plans, and showing that everything is planned in advance helps build trust and encourages early bookings.

3.2 Weather Insurance: A Smart Solution to Weather Risk

Weather insurance—especially parametric solutions like those offered by Poncho—has become a powerful tool for securing bookings. If specific weather thresholds are reached (e.g. rainfall, high winds), refunds are automatically triggered without any action required from the client.

Companies like Pierre & Vacances and Sunêlia have already adopted this approach. At Sunêlia, for instance, if the weather is poor, customers automatically receive a €100 to €200 voucher for a future stay. These kinds of guarantees not only offer peace of mind, but also serve as strong marketing advantages for outdoor events and tourism.

How it works

• The customer adds weather protection when booking.
• If the predefined weather threshold is met (e.g. over 10 mm of rain, winds over 50 km/h), the refund is triggered automatically.
• No claims process or paperwork—everything is handled in advance.

Benefits for customers

• Reduced anxiety about weather-related risks.
• Confidence to book in advance without financial concerns.

Benefits for businesses

• Higher conversion rates (+5% to +19% more early bookings).
• Fewer cancellations and refund requests.

3.3 Always Offer a Plan B

To ensure a positive customer experience regardless of weather conditions, businesses should always prepare concrete alternatives—such as covered venues or indoor activities. Flexibility should also be built into offers: allowing for free rescheduling or cancellations can make a crucial difference at the moment of booking.

4. Poncho: Weather Insurance to Secure Your Bookings

4.1 Introducing Poncho – Seamless Weather Protection Built Into the Booking Flow

Poncho integrates directly into the customer booking journey in a smooth and intuitive way. It allows businesses to offer weather protection at the point of purchase—without disrupting the user experience. If unfavorable weather conditions reach predefined thresholds, the refund is triggered automatically, with no action required from the customer.

4.2 Significant Increase in Early Bookings and Fewer Cancellations

Adding a weather guarantee through Poncho reassures customers at the time of booking. This added sense of security encourages them to book earlier, leading to a significant increase in sales volume. By eliminating the fear of unexpected weather disruptions, Poncho also helps reduce no-shows and last-minute cancellations—giving businesses greater visibility and predictability.

4.3 Long-Term Gains in Customer Satisfaction and Loyalty

By offering automatic protection against weather-related risks, Poncho enhances the brand image of tourism and event professionals. Customers feel supported and protected, which improves their overall experience—even when the weather isn’t ideal. This thoughtful approach builds trust, increases post-visit satisfaction, and fosters long-term loyalty.

Conclusion: Turning Weather Risks into Commercial Opportunities with Poncho

Weather is increasingly influencing last-minute travel bookings. By offering rain protection for events and weather insurance for trips, Poncho helps businesses meet the expectations of a more cautious clientele.

Weather risk management is becoming a strategic priority for players in the tourism and event industries. Weather insurance—especially through solutions like Poncho—removes booking barriers, reduces cancellations, and drives stronger commercial performance.

In a world where climate uncertainty is the new norm, turning weather into a competitive advantage is more essential than ever.