UK travel companies are gearing up for a surge in holiday bookings, with a projected 5% increase in package holiday reservations this January. The Civil Aviation Authority predicts a 5% rise in bookings compared to the same period last year, indicating a bustling travel season ahead. This surge is attributed to consumers seeking sunny getaways to escape the winter blues. January is a popular month for holiday planning, with the first weekend post-Christmas, dubbed 'Sunshine Saturday', being a particularly busy time for travel agencies. However, this year's booking trends suggest a shift towards quieter destinations and long-haul locations.
TravelSupermarket's data reveals a 1,900% increase in searches for Gozo, Malta's sister island, making it the fastest-rising destination for 2026. Sri Lanka has also climbed the rankings with a 605% rise. While traditional hotspots like Tenerife, Malta, Egypt, Dubai, and Fuerteventura remain popular, the overall search volume data indicates a preference for these destinations. Interestingly, the UK travel agency body Abta notes that many travellers are booking further in advance than usual, securing holidays for summer 2026 and even 2027.
Melissa Hawkins, a marketing manager, highlights a 60% year-on-year increase in bookings for stays over the first weekend back after Christmas. This trend suggests that people are using the post-Christmas lull to plan short breaks and shoulder-season stays, especially for families and multi-generational groups seeking quality and simplicity. The confidence in early booking is also notable.
Jet2.com and Jet2holidays anticipate a busy 'Sunshine Saturday' as customers flock to book flights and holidays with the UK's favourite tour operator and airline. However, the research also reveals a decline in search interest for destinations like Menorca, Lake Como, and Sicily, as well as several Italian destinations and parts of the Caribbean. This data implies that Britons are willing to travel further, with an average flight time increase of over 20 minutes year on year, indicating a growing interest in mid-haul and long-haul travel.
Despite the promotional 'grab a holiday bargain' advertising, Rory Boland from Which? Travel advises consumers not to rush into bookings. He encourages travellers to consider their options and shop around to ensure they get the right holiday at the right price, especially if they are flexible with their destination. This approach can lead to finding offers throughout the year.
