The UK travel industry is preparing for a major surge in bookings today, known as ‘Sunshine Saturday’, which is predicted to be the busiest day of the year for holiday sales. Britons are looking to escape the winter gloom, with demand for package holidays expected to rise by five percent this January compared to the same period last year.
Record Numbers Expected for January Bookings
According to forecasts from the Civil Aviation Authority (CAA), which runs the ATOL financial protection scheme, 200,000 more holidaymakers will book trips this month than in January 2025. This would bring the total to 4.5 million, up from 4.3 million last year. The first Saturday of the year has earned its ‘Sunshine Saturday’ nickname from the trade, but all January weekends typically see high volumes as the public plans breaks away from the cold.
Looking further ahead, holiday companies anticipate a five per cent increase
Shifting Trends: Quieter Destinations Gain Popularity
Research indicates a shift in preferences, with many UK travellers opting for less crowded locations. While familiar favourites like Malta, Egypt, and Tenerife continue to top overall search charts, there is notable growth in interest for alternative spots.
Gozo, Malta's quieter sister island, has seen the largest increase in online search traffic, suggesting a move away from famous party islands. British Airways Holidays reported that Bermuda is its fastest-growing destination for searches, with a 38 per cent increase in searches for 2026 trips in a recent period. Other destinations seeing strong growth include the Greek island of Crete (up 18 per cent) and Costa Rica (up 15 per cent).
Consumer Advice: Protect Your Holiday Booking
With the booking rush underway, consumer protection is paramount. Selina Chadha, the CAA's group director for consumers and markets, emphasised: "With more people looking to book their holiday, it's important to check your package holiday for ATOL protection." She added that this provides peace of mind if a travel company collapses.
All package holidays sold in the UK – typically combining flights and accommodation – are legally required to have ATOL protection. The scheme repatriates travellers already abroad and reimburses those with future bookings if a firm fails. The Package Travel Regulations also hold retailers responsible for issues like hotels not matching their description.
Rory Boland, editor of Which? Travel, advised consumers not to feel pressured. "Consider your options and shop around to make sure you're getting the right holiday for you, at the right price," he said. "If you are flexible on destination, there are offers throughout the year."
