UK travel companies are expecting one of their busiest periods for bookings this January, with package holiday bookings forecast to rise by 5% compared to last year. The Civil Aviation Authority predicts 200,000 more holidaymakers will book trips this month than the 4.3 million who did so in January 2025.
The first Saturday of the year, known in the industry as 'Sunshine Saturday', traditionally sees a surge in bookings as winter-weary consumers plan sunny breaks. However, booking patterns are shifting towards quieter destinations, according to TravelSupermarket. Gozo, Malta’s sister island, saw a 1,900% increase in searches year on year, while Sri Lanka climbed 44 places in the rankings with a 605% rise.
Traditional hotspots remain popular overall, with Tenerife reclaiming the top spot for 2026. Malta, Egypt, Dubai and Fuerteventura also climbed sharply. The UK travel agency body Abta said many travellers are booking further ahead than usual, with a significant number of holidays secured for summer 2026 and even 2027.
Melissa Hawkins of Dorset Cottage Holidays reported a 60% year-on-year increase in bookings for the first weekend after Christmas. A spokesperson for Jet2.com and Jet2holidays said: 'Sunshine Saturday is traditionally a busy time for holiday bookings. We are expecting that to be the case this year.'
In contrast, Menorca, Lake Como and Sicily saw the steepest declines in search interest. The average flight time of searched destinations increased by more than 20 minutes year on year, reflecting growing interest in mid-haul and long-haul travel.
Rory Boland of Which? Travel advised consumers not to feel pressured into booking in a hurry, urging them to 'consider your options and shop around to make sure you’re getting the right holiday for you, at the right price.'
