UK travel companies are gearing up for a surge in holiday bookings, with a projected 5% increase in January compared to the previous year. This surge is attributed to consumers seeking sunny getaways to escape the winter blues. The Civil Aviation Authority predicts a significant rise in bookings, estimating 200,000 more holidaymakers will plan trips this month, compared to 4.3 million in the same period last year. January is a popular month for holiday planning, as families look forward to a break after the festive season. The industry term 'Sunshine Saturday' aptly describes the peak in bookings on the first weekend of January.
However, there's a twist this year. TravelSupermarket's research reveals a shift in booking patterns, with a growing preference for quieter destinations like Gozo and long-haul locations. Gozo, in particular, has seen a remarkable 1,900% increase in searches year-over-year, making it one of the fastest-rising destinations. Sri Lanka has also climbed the rankings with a 605% rise. Despite this, traditional hotspots like Tenerife, Malta, Egypt, Dubai, and Fuerteventura remain popular, with Tenerife reclaiming the top spot.
The trend of early booking is also evident, with many travellers securing holidays for summer 2026 and beyond. Abta, the UK travel agency body, notes that this year's bookings are ahead of schedule. Melissa Hawkins, a marketing manager, highlights the increased demand for stays over the first weekend after Christmas, with a 60% year-on-year rise. She attributes this to people's newfound ability to plan and a preference for short breaks and shoulder-season stays.
Jet2.com and Jet2holidays expect a busy 'Sunshine Saturday' as customers flock to book their flights and holidays. However, the research also reveals a decline in search interest for destinations like Menorca, Lake Como, and Sicily. Several Italian destinations and Caribbean locations have also seen a cooling trend compared to last year. This data suggests that Britons are willing to travel further, with an average flight time increase of over 20 minutes year-over-year, indicating a growing interest in mid-haul and long-haul travel.
Despite the promotional 'grab a holiday bargain' messaging, Rory Boland from Which? Travel advises consumers to take their time. He encourages shoppers to consider their options and compare prices to ensure they get the perfect holiday for their needs and budget. With flexibility in mind, travellers can find great deals throughout the year.
