UK travel companies expect a 5% increase in package holiday bookings this January, driven by the so-called 'Sunshine Saturday' peak. The Civil Aviation Authority predicts 200,000 more holidaymakers will book trips this month compared with the 4.3 million who did so in January last year.
Bookings are shifting towards quieter destinations, according to TravelSupermarket. Gozo, Malta's sister island, saw a 1,900% rise in searches year on year for 2026, while Sri Lanka climbed 44 places with a 605% increase. Traditional hotspots like Tenerife, Malta, Egypt, Dubai and Fuerteventura remain dominant overall.
The average flight time of searched destinations has risen by more than 20 minutes, reflecting growing interest in mid-haul and long-haul travel. Abta noted many travellers are booking further ahead, with holidays being 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. Jet2.com and Jet2holidays also expect a busy Sunshine Saturday as customers flock to book.
Conversely, Menorca, Lake Como and Sicily have seen the steepest declines in search interest. Which? Travel editor Rory Boland urged consumers to shop around and not feel pressured into a quick decision.
