Hays Travel has reported a record sales weekend despite snow and freezing temperatures nationwide – with more than a third of customers new to the brand.
The UK’s largest travel agency chain said bookings taken on Saturday, January 11, and Sunday, January 12, represented the highest sales of any weekend for Hays Travel, including the comparable second weekend of January in all previous years.
The company said the sales suggested its largest ever peaks advertising campaign and new ‘holiday out of the box’ TV advert had been a success, with frost and snow failing to put customers off visiting its branches to book in person.
In total, 34% of customers who booked over the weekend were new to Hays Travel.
The most popular period currently booked for travel is between May and August 2025, but the company noted more than a fifth of recent bookings have been sales for winter 2025.
Top-selling destinations include Spain, Portugal and Turkey, while the trend for all-inclusive properties has continued, the company said. Demand has also continued to grow for long-haul destinations, with Australia and the US the most popular choices.
Cruise bookings have picked up after a “slightly slower” start than in 2024, the company added.
Jonathon Woodall-Johnston, chief operating officer, said: “We’re delighted to have seen strong sales over the weekend.
“People continue to prioritise their annual holiday and we are seeing a small upturn in average spend by customers – booking now means they get access to the best prices and great deals, they can also look forward to their holiday during these cold and dark days.”
Retail director Jane Schumm congratulated staff for their hard work.
She said: “I’m so proud of all our colleagues in retail branches across the UK who had a remarkable weekend. We know customers are doing their research and looking for a great deal but want to book with a professional travel agent for their expertise and the peace of mind they get from booking in person, knowing that they are fully financially protected.
“My congratulations go to everyone involved in delivering excellent service to our customers and I pay tribute to our divisional and regional sales managers who were behind our branch teams every step of the way.”
Pictured: Hays Travel Blackburn team, taken while Jonathon Woodall-Johnston was in branch for Back to the Floor last week. Left to right: Elly Jo Cooper, Ruby Lovett, Neil Storey, branch manager Steph Rowley, Jonathon Woodall-Johnston and Jade Ingham