AIR CONDITIONING
Surge in online searches signals a new era for cooling
Dean Skerratt, Business Development Director at Climate Centre, explores what a fi vefold increase in online UK searches for air conditioning reveals about changing attitudes towards cooling, and why the industry must be ready to respond as demand shifts from reactive purchases to long-term climate adaptation.
F
"Customers have more time to
consider their options and schedule
installations, while
contractors can manage workloads more eff ectively throughout the year rather than experiencing dramatic seasonal peaks."
or many years, air conditioning in the UK was viewed as something of a niche investment. Outside of commercial buildings and specialist environments, it was often
considered a luxury rather than a necessity. While other European countries embedded cooling into the fabric of new buildings decades ago, the UK remained largely focused on heating. That perception is changing rapidly. New search data reveals that online searches for air conditioning increased fi vefold in June 2026 compared to the same period last year, rising from 4m to 20m searches. While search behaviour is only one indicator of market demand, it provides a compelling snapshot of changing consumer attitudes. More people are actively exploring cooling solutions, asking questions about installation and researching what options are available before temperatures reach uncomfortable levels. For air conditioning engineers, this isn’t simply another busy summer – it signals a longer-term shift in market expectations that presents both exciting opportunities and important responsibilities for the sector.
Changing customer behaviour The UK has always experienced periods of warm weather, but hotter summers are becoming more frequent and more intense. Extended periods of high temperatures are no longer viewed as unusual events but increasingly as something businesses and homeowners expect to encounter. As a result, conversations around cooling have changed too. Customers are becoming less reactive, waiting until
temperatures become unbearable before seeking advice, and more proactive in considering how their homes or workplaces can remain comfortable throughout the year. Rather than seeing air conditioning as a purchase driven solely by extreme weather, many are beginning to view it as part of creating healthier, more productive and more resilient indoor environments. For engineers, this means customer conversations are becoming much broader. Comfort remains central, but discussions increasingly extend to energy effi ciency, running costs, indoor air quality, system controls and future-proofi ng properties against changing weather patterns. It’s no longer simply about recommending a unit that cools a space, but about helping customers understand how cooling fi ts into the wider performance of their building.
16 September 2026 •
www.acr-news.com
The opportunity to lead Growing public awareness creates an opportunity for the HVAC
sector to position itself as a trusted source of expertise rather than simply responding to enquiries. Many customers will be purchasing air conditioning for the fi rst time, and with that comes plenty of misconceptions. Some still believe systems are expensive to run, others assume they are only suitable for large commercial buildings, while many simply don’t understand the diff erence between the options available. That places engineers in an increasingly important educational role. Explaining the diff erences between system types, discussing correct sizing, highlighting the importance of professional installation and helping customers understand realistic operating costs all contribute to better long-term outcomes. Well-informed customers are more likely to make considered purchasing decisions, resulting in installations that perform as intended and deliver the comfort and effi ciency they were hoping to achieve.
Demand without compromising quality Periods of exceptionally warm weather inevitably create sharp spikes in enquiries, placing signifi cant pressure on installers. While increased workloads are undoubtedly welcome, they can also create challenges around scheduling, customer expectations and maintaining consistently high standards. When demand rises rapidly, there can be pressure to fi t more installations into shorter timeframes. However, taking shortcuts on system design, commissioning or customer handover risks damaging both individual businesses and the wider industry’s reputation. As cooling becomes more mainstream, maintaining quality on every installation becomes even more important. Every project is an opportunity to reinforce confi dence in
professionally installed systems and demonstrate the value that qualifi ed engineers bring beyond simply fi tting equipment. The quality of advice, design and aftercare is often what leaves the biggest impression long after the installation has been completed.
Planning rather than reacting One encouraging trend emerging from increased consumer interest is that more enquiries are arriving before peak temperatures hit. Historically, many customers only contacted
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