The travel industry is preparing for a record-breaking surge in bookings this weekend, as hundreds of thousands of Brits are predicted to secure their summer getaways to combat the post-Christmas gloom. The first Saturday of the new year, traditionally known as 'Sunshine Saturday', is forecast to be the busiest single day of 2026 for travel companies.
Soaring Demand and Top Destinations for 2026
Industry analysis indicates that demand for holidays in the twelve months from October 2025 to September 2026 is expected to be 5% higher than the same period the previous year. This follows a January 2025 which saw 4.3 million people book ATOL-protected breaks, with even greater numbers anticipated in the coming weeks. If current trends hold, more than 200,000 additional holidaymakers could book their trips this January.
Separate data reveals where British travellers are dreaming of going in 2026. Analysis of online searches by TravelSupermarket shows that Gozo, the quieter sister island of Malta, is leading the pack, potentially transforming it into a must-visit destination. It is followed by Sri Lanka, Cape Town in South Africa, the Greek island of Zante, and the dream destination of Mauritius.
Protecting Your Holiday Investment
With the booking bonanza imminent, the Civil Aviation Authority (CAA), which administers the ATOL financial protection scheme, is urging consumers to ensure their holidays are properly covered. Selina Chadha, the CAA's group director for consumers and markets, emphasised the importance of checking for ATOL protection to guarantee peace of mind and financial security if a travel company collapses.
Rory Boland, editor of Which? Travel, echoed this advice, stating that booking a package holiday offers the best protection. He warned, however, against feeling pressured into a hasty decision this weekend, advising shoppers to consider their options carefully and shop around for the right deal.
Essential Tips for Safe Booking
The CAA has issued a top ten checklist to help holidaymakers safeguard their 2026 bookings:
- Research your travel company and planned trip thoroughly before booking.
- Check the web address is legitimate and has not been subtly altered.
- Avoid replying to unsolicited messages or emails with holiday offers.
- Book comprehensive travel insurance and check its terms carefully.
- Use the CAA's online tool to confirm your package holiday is ATOL protected.
- Look out for hidden costs and amendment charges.
- Use a credit card for bookings where possible for additional Section 75 protection.
- Stay updated on all international travel requirements, including visas and passport rules.
- Keep all essential documents, bookings, and receipts organised and safe.
- Plan your packing in advance to avoid security delays.
As the winter weather sets in, the lure of summer sun is proving irresistible, setting the stage for a potentially unprecedented start to the holiday booking season.
