Ski holiday provider Club Med has reported a 21% jump in searches for ski holidays next winter within 24 hours on Monday-Tuesday.
The famous French holiday company, now part of a Chinese owned group, is putting the surge down to a response to record heat levels in much of Europe, putting people off booking summer holidays and making them think snow.
It's unclear if they have any evidence for their theory, or are just speculating, but Club Med does sell summer and winter holidays all over the world, including countries in the southern half of Europe that have been seeing the highest 40-46C temperatures this week.
Five glacier ski areas are currently open in the Alps where temperatures have also been reported as high as +10C on glaciers at 3,000m. However the one centre still open for skiing in Scandinavia, Norway's Galdhopiggen, pictured above earlier today, reported a little fresh snowfall this morning.