Travel agents expect a “bumper” January but say a gradual start to sales may mean bookings peak after this weekend’s Sunshine Saturday.
Bookings last week were similar or above levels seen a year ago, according to the trade.
But Tui UK & Ireland commercial director Phillip Iveson said “appetite for travel has never been greater”, adding: “For years we have seen huge demand post-Christmas to search for, and book a holiday, and we expect this January to be no different.”
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Tui anticipates sales this month to be stronger than January 2022 and January 2020, before the pandemic hit. A poll of 1,000 consumers in December by the travel giant revealed more than a third (37%) of people were likely to book a summer holiday at this time of year.
Althams Travel managing director Sandra McAllister said bad weather conditions after Christmas had impacted high-street footfall to the chain’s shop network but was optimistic about the rest of the month.
She said: “Between Christmas and New Year it was quiet on the high street; the stormy weather didn’t help. But Saturday (December 30) picked up and we ended on a par for the same week as last year. I’m hopeful January will prove to be a bumper month.”
Triangle Travel reported a “slight upturn” in year on year enquiries after opening its stores on December 29. General manager Sarah Kenton said the “short, busy week” meant Sunshine Saturday on January 6 was unlikely to be a “big booking day”, but added: “We are expecting January to be busier than last year.”
Miles Morgan Travel chairman Miles Morgan described trading last week as buoyant, but said December 30 stood out as a “nuclear” sales day.
“The quality of the bookings was good but it was the sheer volume of bookings that surprised me,” he said, adding: “There is a lot to be cheerful about this January.”
He credited the amount of travel-related advertising, particularly on TV, for boosting interest. “In previous Januarys I’ve talked about travel losing ground to sofas or double glazing because we don’t have our ‘share of voice’ but the share of voice for travel this year is really high,” he said.
Silver Travel Advisor head of retail Julie Crumpton agreed: “We’ve had a lot of enquiries, right from Christmas day. The earlier adverts on TV have helped.”
Advantage Travel Partnership said members’ bookings were up 31% last week versus the prior year, and revenue up 35%, but said clients may wait until pay day at the end of the month to book.
Chief commercial officer Kelly Cookes said: “We expect January to be a bumper month based on what we have seen so far and the wet weather over Christmas.
“Sunshine Saturday is a key date although it falls before the first post-Christmas pay day. Therefore, it will be interesting to see whether the bookings are as strong as enquiries.”
Agents said bookings were for all seasons while popular destinations included the Canaries, mainland Spain, Italy, Turkey, Greece, the US and Egypt.
Barrhead Travel president Jacqueline Dobson said: “January is still one of the most popular times to book and we don’t see that changing. We’re expecting a very strong weekend ahead following a gradual rise in enquiries as we leave the festive season behind.”
Market Place Travel joint managing director Mark Lomas said sales were level with last year so far but added: “A lot of people have said they will book later, towards the end of the month and that’s when we tend to see sales pick up, in the second half of January.”
ArrangeMY Escape general manager Jennifer Lynch agreed: “It’s not been majorly busy in the shops, on a par with last year, but normally peaks starts mid-January for us once people are back at work and kids are back at school.
“We have had roads flooded in the area and I think the weather has affected footfall but I’m hoping it will work in our favour as it makes people want to go away on holiday.
“At the moment I am focused on hammering social media, we even put messages out on Christmas Day. It’s not all offers, some of it is sharing articles about why you should book with a travel agent.”
Deben Travel owner Lee Hunt raised concerns bookings may not top 2023.
“Without doubt we’ll have a busy January but I’m not sure we’ll reach the record highs of last year,” he said. “I am concerned bookings might plateau, or even dip, this year because it was so good last year, but so far I’m pleased, the enquiries are decent and a real mix.”
Operators were also upbeat, with Gold Medal enjoying a 80% increase in call volumes between Christmas and New Year.
Managing director Simon Applebaum said: “Early January trading is looking healthy as we enter the peaks period. A selection of our top destinations are showing growth year on year also, including Maldives, Orlando and Thailand. As we approach Sunshine Saturday, we anticipate this momentum to continue.”
Ski specialists were particularly optimistic, with good snow conditions driving bookings for this winter.
Ian McIlrath, managing director of Ski Solutions, was confident 2023-2024 would be a “record season” for the operator, as he revealed November was the best month in the company’s 35-year history.
He said last year’s sales were buoyed by pent-up demand following the pandemic and he had been concerned that would result in a slower start to this year.
“We are seeing lots of late bookings at the moment as people see the snow forecast and want to get away,” said McIlrath. “When we get into the second half of January, we typically see an uptick in bookings for the following season.
“I’m feeling confident sales will continue on an upward trajectory and the great snow we’ve seen so far will see us through a very good season.”
His thoughts were echoed by SNO founder Richard Sinclair who said the phones are “buzzing” as customers booked European ski trips.
“Short-haul ski holidays into Europe are benefiting from the great snow conditions compared to last year, so more clients with higher budgets are flying to the Alps rather than across to North America,” he said.
“Customers who have come back from an amazing Christmas ski holiday are booking next year already, and some are looking for a second trip this winter, with Eastertime being the top choice.”