British travel companies are preparing for a significant influx of bookings this month, as consumers weary of winter weather begin planning their escapes to sunnier climes. Industry forecasts predict a 5% increase in package holiday bookings this January compared to the same period last year.
The Sunshine Saturday Surge and Shifting Destinations
Known in the travel industry as 'Sunshine Saturday', the first weekend of January is traditionally the peak time for holiday planning. The Civil Aviation Authority (CAA), which administers the Atol protection scheme, anticipates that 200,000 more holidaymakers will book trips this month than the 4.3 million who did so in January last year.
However, research from the price comparison site TravelSupermarket indicates a notable shift in booking patterns for 2026. Travellers are increasingly looking beyond traditional European hotspots towards quieter and more distant locations. Malta's sister island, Gozo, has been identified as the fastest-rising destination for 2026, experiencing an astonishing 1,900% year-on-year increase in searches.
Long-Haul Gains and Traditional Favourites
The data reveals a clear trend towards longer flight times, with the average journey duration of searched destinations rising by over 20 minutes. This reflects growing appetite for mid and long-haul travel. Sri Lanka has climbed 44 places in the rankings, buoyed by a 605% surge in search interest.
Despite these emerging trends, classic favourites continue to dominate overall search volumes. Tenerife has reclaimed the top spot for 2026, while destinations like Malta, Egypt, Dubai, and Fuerteventura have also seen sharp climbs in popularity. Conversely, Menorca, Lake Como, and Sicily have registered the steepest declines in search interest, alongside several Italian and Caribbean locations.
Booking Further Ahead and Industry Confidence
The UK travel agency body Abta reports that many consumers are planning further in advance than usual, with a significant number of holidays already being secured for summer 2026 and even into 2027. This sentiment is echoed on the ground. Melissa Hawkins, a marketing manager for Dorset Cottage Holidays, noted a 60% year-on-year increase in bookings for the first weekend after Christmas.
"People have the headspace to plan," Hawkins said. "There's also a noticeable confidence in booking earlier." A spokesperson for Jet2.com and Jet2holidays confirmed they are expecting the traditional Sunshine Saturday rush, with customers eager to secure their getaways.
While the weekend is promoted as a prime time for deals, Rory Boland, editor of Which? Travel, advised consumers to shop around. "Consider your options... to make sure you're getting the right holiday for you, at the right price," he urged, adding that offers are available throughout the year for those with flexible destination preferences.
