Hoseasons achieved a record single day bookings performance outside Covid over the weekend.
Total lodge and park bookings were up 19% year-on-year on Sunday.
The surge came as more people booked a break with the self-catering specialist than at any time other than when then prime minister Boris Johnson relaxed restrictions on UK holidays at the end of February 2021.
Three-night stays proved the most popular choice, while demand for two-night stays was up 27% as customers responded to a multi-channel turn-of-year marketing campaign, including a £10 low deposit offer on 2025 lodge and park breaks.
General manager Gemma Brown claimed the numbers underline a growing appeal of more frequent short breaks throughout the year, rather than just having one long holiday in the summer.
She said: “There was a time when we’d have expected the vast majority of holidays booked in January to be for peak summer.
“But while peak has remained strong, it’s no surprise to us that off-peak spring breaks proved to be the most popular period booked over the weekend – up 27% year-on-year.
“The rise and rise of the quick, convenient short break means people don’t have to wait until the summer these days to get some much-needed rest and relaxation.”
Hoseasons’ sister brand cottages.com also reported its best-ever single day bookings performance outside Covid on Sunday.
Off-peak spring breaks were up 25% as the most popular holiday period, with Yorkshire, Cumbria and Norfolk proving the most popular locations.
Slightly more bookings came from couples than families, while demand for properties with hot tubs was up 25%.
The brand’s recent ‘Book before it’s gone at cottages.com’ TV advert and marketing campaign has helped drive a 12% increase in direct bookings compared to the same point last year.
“All our data suggests the ad has resonated really well with our core target audiences and helped to drive such an encouraging early year performance,” Brown added.
All 19,500 cottages.com properties are available for agents to book via the Hoseasons website.