The UK travel industry is preparing for a major surge in bookings today, dubbed 'Sunshine Saturday', which is predicted to be one of the busiest days of the year for holiday firms. 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 month last year.
Record Numbers Expected for Winter Getaways
Official forecasts from the Civil Aviation Authority (CAA) indicate a significant jump in early-year travel planning. The regulator, which oversees the ATOL financial protection scheme, predicts that 200,000 more holidaymakers will book trips this January compared to the 4.3 million who did so in January 2025.
While the first Saturday of the year is a traditional peak, all January weekends typically see high volumes as the public seeks to secure sunny breaks. Looking further ahead, holiday companies anticipate a five percent increase in demand for trips booked up to the end of September compared to the previous twelve-month period.
Trending Destinations: From Party Islands to Peaceful Retreats
Research suggests a notable shift in destination preferences among British travellers for the coming year. There is growing interest in quieter locations, moving away from traditional party hotspots.
Malta's sister island, Gozo, has recorded the largest increase in online search traffic, signalling this trend. Meanwhile, British Airways Holidays reports that Bermuda is its fastest-growing destination for searches, with a 38 percent increase in queries for 2026 trips during a specific period in late 2025.
Other destinations experiencing strong growth include the Greek island of Crete (up 18 percent) and Costa Rica in Central America (up 15 percent). Despite the search for quieter alternatives, familiar favourites like Malta, Egypt, and Tenerife continue to dominate overall booking volumes.
Consumer Advice: Protect Your Holiday Investment
With the booking rush underway, consumer protection is paramount. Selina Chadha, the CAA's Group Director for Consumers and Markets, emphasised the importance of checking for ATOL protection when booking a package holiday. "You'll have peace of mind that you won't lose money if your travel company collapses," she stated.
The ATOL scheme is a legal requirement for package holidays sold in the UK and provides crucial support. It arranges repatriation for travellers already abroad and offers refunds for future trips if a tour operator fails. The Package Travel Regulations also hold retailers accountable for issues like hotels not matching their advertised description.
Rory Boland, Editor of Which? Travel, advised consumers to avoid feeling pressured by the 'Sunshine Saturday' marketing blitz. "Consider your options and shop around to make sure you're getting the right holiday for you, at the right price," he urged. "If you are flexible on destination, there are offers throughout the year."
