The first weekend of the new year has sparked a major surge in holiday reservations, with UK travel companies predicting record-breaking demand for getaways. However, industry regulators are urging the public to stay vigilant against hidden costs and potential fraud.
What is 'Sunshine Saturday'?
The first Saturday of January, known as 'Sunshine Saturday', is traditionally the busiest day of the year for booking summer holidays. This year, it fell on 3 January 2026. The day is famed for bargain deals, but the UK Civil Aviation Authority (CAA), which administers the Atol financial protection scheme, has issued a strong warning for travellers to read the small print and remain cautious.
Projected Surge in Passenger Demand
According to the CAA, travel firms are anticipating a significant increase in demand. Passenger numbers for the period from October 2025 to September 2026 are forecast to be five per cent higher compared to the same twelve-month span from 2024.
This follows a bumper January in 2025, when 4.3 million people booked holidays protected by the Atol scheme. Projections for January 2026 suggest that number will be surpassed, with over 200,000 additional holidaymakers expected to secure their breaks this month.
Expert Advice for Safe Booking
Selina Chadha, the CAA's Group Director for Consumers and Markets, emphasised the importance of checking for financial safeguards. "With more people looking to book their holiday, it's important to check your package holiday for Atol protection," she stated. "Whether you're searching for a summer or winter break, you'll have peace of mind that you won't lose money if your travel company collapses."
The Atol scheme is designed to prevent travellers from being stranded abroad or losing their money if a holiday firm ceases trading.
Rory Boland, Editor of Which? Travel, also advised consumers to avoid rushing into decisions during the New Year sales. He recommended shopping around to ensure you find the right holiday at the right price, without feeling pressured.
To ensure your holiday booking is properly protected, the CAA advises following these key steps:
- Research travel companies and deals to confirm they are legitimate.
- Always book comprehensive travel insurance.
- Verify that any package holiday carries Atol protection.
- Pay by credit card for additional financial insurance under Section 75.
