Tomorrow – ‘Sunshine Saturday’ – is predicted to be the busiest day of the year for holiday bookings.
The projection comes from Thomson and First Choice, which expect to take bookings from more than 27,500 people.
The Tui UK and Ireland operators expect nearly one million consumers to go online or visit their high street agencies.
Bookings predicted to peak in-store at 2.07pm specifically and online at 4.02pm, with Thomson Gateshead Metro Centre expected to be the busiest store on the day.
A new mobile booking record for 2017 is also expected to be set.
Thomson and First Choice forecast that a record number of people will search for and book their holiday on a tablet or smartphone.
Forty-three per cent of the online bookings made on Saturday are expected to be made via mobile devices, up 4% on last year.
Short and mid-haul beach destinations such as the Balearics, mainland Greece and the islands of Corfu and Rhodes will continue to remain firm favourites.
Thomson has already seen all-inclusive holidays make up more than half (53%) of bookings for 2017.
Long-haul destinations are expected to top the wish list in 2017, with Vietnam, Cuba’s Cayo Santa Maria and St. Lucia being most popular.
Thomson Cruises will also see a long-haul focus for winter 2017 with more ships based in the Caribbean and new ports of call added.
Thomson and First Choice commercial director Andrew Flintham said: “With plenty of great deals on offer, we’ve already seen a rise in all-inclusive bookings for 2017 as customers seek value for money from their holiday experiences following the Brexit decision.
“This year will see Brits travelling to more exotic destinations such as Vietnam and Cuba, with our multi-centre and city break holidays making long-haul destinations more accessible than ever before.”