UK bookings at Hoseasons were up 27% in the first five trading days of 2016 as the operator smashed its previous best-ever sales performance on three separate days at the start of the new year.

The domestic self-catering specialist saw web bookings rise by 38% as sales peaked on Monday (January 4).

Sales on Tuesday and Sunday were also record-breaking, both eclipsing the company’s previous record sales day nearly seven years ago in March 2009.

Lodge holidays performed well over the five days with bookings up 27%, while boating holidays were up by 35%.

The most popular area for holidays was the southwest with a 48% increase in sales, while bookings for Cornwall alone were up 33%. Bookings for the east of England rose 37%.

The positive trend was reflected in the company’s trade and partnership sales, with a 13% increase in bookings compared to the same period last year.

Hoseasons’ new record sales day on Monday coincided with the start of the company’s latest incentive for agents – the chance to win one of eight holiday vouchers worth £400 each throughout January and February.

Agents will be entered into a prize draw if they confirm a booking and register their name, booking reference, Abta number and agency name at

Prize winners will be able to use their voucher towards the cost of any holiday in the Hoseasons range, including luxury lodge, cottage and boating breaks.

Hoseasons managing director, Simon Altham, described the news as perfectly timed as the company’s new 2016 brochures start to arrive with agents across the UK.

He said: “We’ve had a fantastic start to the year across all channels, including trade and partnerships.

“Customers are always on the lookout for the best deals in the best locations at the best prices and these figures just go to show that the start of the year remains a key time for agents looking to capitalise on demand for UK breaks and maximise sales.”