The travel industry is preparing for a potential record-breaking surge in bookings this weekend, as the first Saturday of the new year is set to live up to its traditional nickname: 'Sunshine Saturday'.
Winter Blues Spark Summer Dreams
Following the post-Christmas lull and facing continued gloomy weather, hundreds of thousands of Britons are expected to rush to book their summer getaways. Industry analysis suggests this year's Sunshine Saturday, on 3rd January 2026, could be the busiest single day of the year for travel companies.
Overall demand for holidays in the twelve months from October 2025 to September 2026 is forecast to be 5% higher than the same period the previous year. This follows a strong January 2025, which saw 4.3 million people book ATOL-protected holidays. If current trends hold, industry chiefs believe over 200,000 more holidaymakers will make their bookings this January.
Top Destinations for 2026 Revealed
Separate analysis of online searches has revealed where British travellers are dreaming of visiting in 2026. According to data from TravelSupermarket, the top trending destination is Gozo, the quieter sister island of Malta, which is seeing a surge in interest.
The list of sought-after locations is completed by Sri Lanka, Cape Town in South Africa, the Greek island of Zante, and the perennial dream destination of Mauritius.
Protect Your Holiday Booking
With a spike in bookings anticipated, the Civil Aviation Authority (CAA), which administers the ATOL financial protection scheme, is urging consumers to be vigilant. Selina Chadha, the CAA's group director for consumers and markets, emphasised the importance of checking for protection.
"Sunshine Saturday is seen as the busiest day of the year for people booking holidays as travellers look for bargain deals," she said. "With more people looking to book, it’s important to check your package holiday for ATOL protection. You’ll have peace of mind that you won’t lose money if your travel company collapses."
Rory Boland, editor of Which? Travel, echoed this advice, stating that booking an ATOL-protected package offers the best safeguard against company failure and other disruptions. He also cautioned holidaymakers not to feel pressured into a rushed decision, advising them to shop around for the right deal.
ATOL's Top Tips for Safe Holiday Booking in 2026:
- Research your travel company and planned trip thoroughly before booking.
- Check the web address is legitimate and has not been subtly altered.
- Avoid unsolicited messages, emails, or calls with holiday offers.
- Book travel insurance for extra protection and check its terms carefully.
- Use the CAA's online tool to confirm your 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 passport, visa, and entry requirements for your destination.
- Keep all essential documents, bookings, and receipts organised and safe.
- Plan your packing in advance to avoid security issues.
