Forget chasing the sun. In 2025 and 2026, travelers are falling in love with the cold.
From snow-draped mountains in Iceland to husky trails in the Arctic and the glassy alpine lakes of New Zealand, winter has become the season of choice for those who crave silence, space, and cinematic landscapes. Instead of fleeing the frost, today’s travelers are learning to embrace it.
Leading this shift is Wayfairer Travel, a luxury travel company known for its handcrafted, responsible journeys. Their latest release of three tailor-made cool-climate adventures celebrates the beauty of winter in its most dramatic form—inviting guests to swap sun loungers for snow boots and infinity pools for ice caves.
The Rise of the Cool-Climate Escape
For years, winter travel meant escaping the cold. But that’s changing fast. Wayfairer reports a 38 percent increase in bookings to cooler destinations, with Iceland, the Arctic, and New Zealand topping the list. Meanwhile, demand for southern European getaways has dipped by 13 percent—a clear sign that travelers are rethinking what luxury means in a changing world.
“More of our clients are chasing the magic of winter rather than escaping it,” says Jason Stevens, CEO of Wayfairer Travel. “They want the stillness of snowfields, the glow of the Northern Lights, and experiences that feel raw and real.”
This new definition of luxury isn’t about excess—it’s about experience. It’s about trading routine for adventure, noise for nature, and comfort for connection.
Iceland A Symphony of Fire and Ice
Few destinations capture winter’s duality like Iceland. On Wayfairer’s 14-day self-drive adventure, guests weave through a landscape where volcanoes, glaciers, and geothermal pools coexist in perfect harmony.
The journey begins in Reykjavík before tracing the iconic Golden Circle and venturing deep into the island’s northern fjords. Along the way, travelers ride Icelandic horses through the snow, snorkel between continental plates at Silfra, and soak in steaming hot springs while the Northern Lights dance above.
Luxury lodges, boutique farm stays, and secluded spa retreats anchor each night, offering warmth and calm after days of wild exploration. This is Iceland at its most atmospheric—raw, beautiful, and unforgettable.
The Arctic Where Silence Speaks
If ever there was a destination to redefine adventure, it’s the Arctic. Wayfairer’s eight-day dog-sled expedition across Svalbard is the ultimate cold-weather odyssey.
Guided by expert mushers, travelers lead their own husky team across frozen fjords and snowfields, camping under the stars and waking to the sound of howling huskies. Each day brings a new stretch of untouched wilderness, while nights are spent in heated expedition tents or at the remote Isfjord Radio Lodge, a boutique outpost serving gourmet Nordic cuisine beside the frozen sea.
There’s a romance in the Arctic that few other places can match. It’s not about luxury in the traditional sense, it’s about simplicity, survival, and awe. Here, luxury means hot soup after a day on the ice and the whisper of the aurora above your tent.
New Zealand A Southern Summer Surprise
Half a world away, Wayfairer’s 14-day luxury tour of New Zealand flips the idea of winter on its head. While the Northern Hemisphere huddles under blankets, New Zealand’s Southern Alps gleam under endless blue skies, offering perfect conditions for road-tripping through mountains and lakes.
The journey moves from Auckland’s volcanic landscapes and Waiheke Island’s vineyards to the glacier peaks of Aoraki Mount Cook National Park. Travelers explore the glowworm caves of Waitomo, witness Māori traditions in Taupō, and fly over the Tasman Glacier before arriving in Queenstown, the adventure capital of the world.
Each day is a balance of thrill and tranquility. Heli-hikes and jet boating meet evenings spent stargazing, sipping local Pinot Noir, and soaking in alpine hot tubs overlooking mirror-like lakes.
The New Meaning of Luxury
Wayfairer’s cool-climate adventures are more than just holidays, they’re an evolution in how we see the world.
Luxury travel has always been about escape. But in 2025 and beyond, it’s about presence. It’s about feeling the crunch of snow beneath your boots, the warmth of a husky’s breath, the quiet hum of the earth beneath frozen ground.
These journeys are handcrafted by specialists who have lived and traveled extensively in each region. Each itinerary celebrates culture, community, and conservation whether it’s learning sledding traditions from Arctic locals or supporting small family lodges in Iceland.
It’s a style of travel that leaves a lighter footprint and a deeper impression.
Why Travelers Are Choosing the Cold
As climate awareness reshapes global tourism, more travelers are seeking destinations that feel authentic, sustainable, and restorative. Cool-climate travel delivers all three.
There’s a serenity in winter travel that warm-weather escapes often can’t match the way sound softens in the snow, the way light shifts across frozen plains, the way time seems to slow. For many, this quiet luxury is the new ultimate indulgence.
And with Wayfairer leading the way, 2025 and 2026 may just be the years that winter becomes the season of wanderlust.
