Agents say value deals will be key to successful peaks

Travel agents are optimistic about peaks after the Budget failed to dampen demand, but claim ‘value’ deals will be needed to convert turn-of-year sales.

Many credited Black Friday promotions for boosting November sales but said booking patterns remained unpredictable, with the lates trend set to continue in 2026.

It comes as Barclays’ latest monthly consumer card spend report showed spend with agents was up 10.7% year on year in November, with transactions up by 31%, the biggest rise since December 2023 (12.8%).

Hays Travel chief operating officer Jonathon Woodall-Johnston insisted: “Black Friday drove strong sales.” 

Despite “the usual December slowdown”, he highlighted “clear demand for both short-haul and long-haul winter late breaks”.

“Our teams are prepared for what we hope will be another successful period. We’re anticipating continued growth in luxury, cruise and long‑haul holidays,” he said.

Advantage Travel Partnership commercial director John Sullivan credited Black Friday with delivering “consistent growth across November” and anticipated a strong peak season with tactical discounting “rather than a return to broader reductions”.

But he stressed: “What will matter most is value. It’s not just the cheapest bargain they [consumers] want, but the most value from whatever they can afford.”

Nicki Tempest-Mitchell, managing director of Barrhead Travel, also predicted more value-conscious consumers. “Families in particular will be seeking the best value for money and that will drive demand for exclusive pricing, added value and options to travel to where their money might go further,” she said.

She cited a “phenomenal” start to December, mainly due to “World Cup excitement”, after Black Friday drove more store enquiries.

Emma Collis, Protected Trust Services managing director, said Black Friday incentives had produced an “uplift”, with November sales up 7% overall.

“Some [members] have seen long‑haul sales drop slightly but short and mid-haul were up about 15% [with an] increase in demand for the Canaries and Egypt,” she said.

She predicted a late sales trend would continue, with some families enquiring for February half-term and Easter but “a lot” saying they “won’t be booking until the new year”.

Lisa McAuley, managing director of Cruise118.com parent World Travel Holdings UK, called earlier Black Friday promotions a “welcome distraction” from the Budget, with favourable trading from mid‑November an indicator of a “strong” peak season.

Althams Travel deputy chief executive David Hutchinson said it was difficult to analyse sales “directly attributable to Black Friday” due to extended campaigns but cited “little” Budget impact and was upbeat for peaks.

InteleTravel’s November sales were 58% up year on year but UK managing director Tricia Handley-Hughes claimed the earlier deals had “diluted” Black Friday’s success.

“The consumer recognises Black Friday is not as attractive as when first introduced. This, combined with caution on household spending, leads me to believe we will see the real impact during peaks,” she said.

Idle Travel enjoyed its “best November ever” while December sales so far are down on last year. Director Tony Mann said: “I still think January will be good but suppliers need to get the prices right.”

TravelTime World director Ashley Quint said: “We’re in a new normal. Last year September was our busiest month, not January.”

Heidi Evans, director of Oasis Travel in Stoke-on-Trent, agreed: “Peaks is not what it used to be.”