Booking values up in early peaks as later upturn in sales predicted

The trade has reported a promising start to 2026 with average booking values up on last year and predictions of bigger sales spikes later this month.

 

Many agents expect momentum to build, especially with the early release of peaks deals by many suppliers before Christmas helping firms to prepare marketing campaigns.

 

John Sullivan, Advantage Travel Partnership commercial director, reported average booking values up by more than 6% compared to last year, thanks to consumers being “prepared to spend a little more if they think the perceived value is worth it”.

 

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“Consumers are once again seeking value…not necessarily the cheapest price but maxing out what they can get with their budget,” he noted.

 

Sales revenue is up 5% year on year, with members “busy” with “good enquiries”, he said, adding: “For us, ‘Sunshine Saturday’ usually happens on the second or more typically the third weekend of January – calling out the first Saturday is just too early, or the latter Saturdays need to be renamed Super Sunshine Saturdays.”

 

Chris Logan, Tui UK & Ireland commercial director, said: “Sunshine Saturday fell very early…so I think this year we might see the biggest booking spike later in the month. Early trends are really positive.

 

“We’re seeing customers take advantage of our biggest sale ever, with North Africa performing strongly thanks to great value; Cyprus and Egypt are popular for summer 2026; and Jamaica has bounced back for long-haul. We’re confident this booking momentum will continue.”

 

Gary Gillespie, managing director at Independent Travel Experts – the homeworking division of The Travel Network Group, said trading since Christmas is up 20% compared to last year.

 

“Volumes are broadly steady, but average booking value is higher, reflecting a richer mix of product and destination,” he said.

 

“Customers are booking well ahead. Summer is the dominant season, with August particularly strong, but we’re also converting a steady stream of late winter-sun departures.

 

“We’re not seeing widespread trading down. Durations are holding, and value-led boards like all-inclusive continue to appeal for families, but it’s more about smart value than cutting back.”

 

He agreed early launches and wave offers have been helpful and have given customers “confidence to lock in the bigger trips”.

 

More: CAA predicts January bookings to soar by more than 4%

 

Other homeworking agencies also reported a buoyant picture.

 

InteleTravel UK and Ireland managing director Tricia Handley-Hughes commented: “Following a record-breaking year, we have seen a strong start to 2026 with all sectors showing significant increases.

 

“Overall revenues, from Christmas Day to New Year’s Day, compared with the same period in 2024, increased by 33%.

 

“The average booking value has again increased, demonstrating that customers are willing to pay for their ideal holiday choice.

 

“It was good to see the deals released before Christmas, and we are encouraged by the forward sales.”

 

Steve Witt, co-founder of Not Just Travel, said: “Peaks has started with a boom. Sales across the board are super strong.

 

“Sunshine Saturday was more like Feel Good Friday and a Magnificent Monday.

 

“We’ve seen average booking value increase YOY by an average of more than 8%.”

 

He said sales in the week before Christmas through to Boxing Day were also strong thanks to operators’ big pre-Christmas campaign.

 

However, notes of caution were prompted by snowy weather and ‘Sunshine Saturday’ falling early on January 3.

 

A Hays Travel spokesperson noted there were “excellent deals on offer” with customers “actively seeking great value” but added: “Trading has started slightly slower this January, likely due to adverse weather and the extended holiday period until January 4.”

 

Nicki Tempest-Mitchell, Barrhead Travel managing director, said sales since Christmas have been “broadly flat…in line with expectations”.

 

“With schools gradually heading back and normal routines resuming, we’re anticipating momentum to build this week,” she continued.

 

“Early supplier activity has allowed us to brief and engage our teams well in advance, which really helps drive confident conversations with customers. We’d love to see some re-stimulation throughout the month to ensure campaigns remain attractive.”

 

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Premier Travel said sales since Christmas have been “positive”, with a “strong” start to January.

 

However, Paul Waters, managing director, noted: “We remain cautious, as there is still a long way to go, and our strongest trading days [based on January last year] are still to come.

 

“Typically, our third and fourth Saturdays of January are our busiest, so while we’re pleased with the start, it’s very early days and there’s still a lot of work to do.”

 

Emma Collis, Protected Trust Services executive director, noted mixed fortunes, with some members reporting flat sales while others were up by 7%.

 

With lots of enquiries and quotes, many members predict bookings will ramp up towards January pay day.

 

Average passenger spend is also up, because of rising prices and customers booking more expensive options, she noted, adding: “People are choosing to spend more on their holidays especially when choosing excursions/tours as opposed to bucket and spade.”

 

Agencies reported the Mediterranean and especially Spain remain among the most popular short-haul bookings, while the US, Caribbean, Dubai and the Far East were performing well for long-haul. Cruise is also in demand and all-inclusive is the most popular board basis.

 

Hays Travel said more than half of recent bookings are for summer 2026, with strong late demand for the current winter season alongside early planning for winter 2026-27.

 

It reported “robust demand” for France, which is likely to be driven by Frozen World opening at Disneyland Paris in March.

 

Advantage noted bumper bookings to Japan and New Zealand, with the latter worth more than £120,000.

 

The top recent InteleTravel booking was for £54,000, with the Maldives, Dubai and Japan producing lucrative sales, while PTS noted the rise of escorted tours, with a £9k Sri Lanka tour and a £12k Australia cruise-and-stay.

 

Barrhead highlighted demand for free child places for Lapland, while summer 2026 is “particularly buoyant”.

 

Stephanie Slark, TTNG membership services, also noted that touring holidays continue to perform well, alongside steady growth in long-haul travel.

 

“Europe remains the strongest-performing destination region overall, while demand for North America and the Caribbean is broadly in line with last year,” she said.

 

“While traditional one and two-week breaks remain popular, there is increasing interest in slightly shorter itineraries that offer better value and fit more easily around work and family commitments.”

 

Premier Travel said that, since January 1, 45% of bookings were European holidays, predominantly for 2026; with 23% for cruises, 21% for long-haul, and 6% touring.

 

Late bookings continue to be strong, with 21% of sales within 10 weeks of departure, added Waters.

 

Christian Green, managing director at Thames Travel in Twickenham, said: “The peak season has started pretty well. It’s been a strong start with some brilliant enquiries for Japan, Thailand, Oman, Majorca and a couple for Costa Rica.”

 

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