Trade predicts ‘solid’ year of trading in 2026

The trade is predicting 2026 will be a “solid year” despite continued polarisation in booking behaviour and rising demand for value breaks and shoulder-season travel.

 

Strong trends for the year ahead include the increasing popularity of once-in-a-lifetime and experiential trips and the draw of economical, long-haul destinations in addition to European favourites.

 

Peak season

Travel agents have forecast families will remain focused on securing deals with the best possible value while older and more affluent customers will drive early sales in the forthcoming peak season.

 

The Travel Network Group chief commercial officer Vim Vithaldas said demand for value and the recent success of Black Friday promotions could mean 2026 starts with a flatter peak.

 

He said: “I expect 2026 to be a solid year for the trade. The traditional peaks will probably be flatter than last year partly because Black Friday pulled a sizeable volume of bookings forward into November and because the family market will continue seeking deals in the lates market.

 

“In contrast, the ’grey pound’ should remain buoyant during peaks continuing to drive higher-value bookings.”

InteleTravel UK and Ireland managing director Tricia Handley-Hughes said early booking demand was expected to drive double digit sales growth in the peak season followed by an "increasingly consistent sales pattern throughout the year".

 

Barrhead Travel managing director Nicki Tempest-Mitchell was confident of “another busy peaks”.

 

“There is no doubt January is the best time to book a holiday and we’re preparing for high peaks demand until well into February,” she said.

 

Similarly, Ponders Travel managing director Clare Dudley said the agency was gearing up for January to be a “big month” based on client feedback.

 

“We’ve had so many customers who are already chatting to us about some very special travel plans in the year or two ahead but are waiting until after the Christmas festivities to plan and book,” she said, adding: “Our clients seem once again to be a little more adventurous and want more luxury than just the more standard holiday.”

 

Booking behaviour

Advantage Travel Partnership chief executive Julia Lo Bue-Said predicted strong demand would continue in 2026 for once-in-a-lifetime experiences, with clients willing to pay peak prices for these trips.

 

But she highlighted a more pronounced split between early and late bookings.

 

She said: “We’re seeing a clear polarisation in booking behaviour - ultra-early planners are locking in value and availability well in advance, while at the other end, late bookers are staying flexible on destination and product to capture opportunities.”

 

Tempest-Mitchell said Barrhead Travel has also picked up on the early booking trend, with families keen to fix prices and budget for the cost of a holiday.

 

She said: “From what we’ve noticed so far about 2026 demand, next year is going to be a year of earlier booking. We’ve already started seeing an uptick in summer 2026 as families, in particular, are determined to lock down price and availability.

 

“People also are looking for the flexibility of being able to pay up their holiday over a longer period of time, which is why we’re seeing earlier bookings.

 

“I expect we’ll continue to see people trade off durations for quality – so preferring to spend more on quality or upgrades and shave off a day or two as their compromise.”

 

Hays Travel retail director Jane Schumm also forecast early bookings from families in peaks but stressed the need for low deposits as a sales catalyst.

 

She said: “As we look toward 2026 peaks, we expect strong demand, particularly from families who prioritise securing their holidays early. A holiday is something people value and look forward to, so encouraging bookings in January with the advantage of low deposits will be key.”

 

But she added: “We also recognise late bookings remain popular, and that cruise, touring, and long-haul destinations continue to be highly sought after.”

 

Premier Travel managing director Paul Waters was optimistic retail travel would remain “resilient” with demand driven by experience-led holidays as well as “a strong focus on value”.

 

He gave a similar outlook of early and late sales among customers, noting: “We are already seeing a clear split in booking behaviour with early planners securing long-haul and peak travel well in advance, alongside late bookers who are confident making shorter lead decisions when the right opportunity presents itself.”

 

Shoulder seasons

The trend for increased bookings in the shoulder seasons outside the key school summer holidays is set to continue, according to agents.

 

“Shoulder-season travel is growing as customers prioritise better value, more comfortable conditions and fewer crowds,” insisted Lo Bue-Said, who added: “We’re also seeing longer lead times for complex, tailor-made itineraries as people seek the reassurance and expertise that comes with careful planning.”

 

Vithaldas agreed: “Demand for shoulder-season travel will keep rising as travellers seek better pricing, fewer crowds and a more comfortable climate than peak summer can offer.”

 

ArrangeMY Escape general manager Jennifer Lynch agreed: “As peak-season pricing continues to climb, more customers are recognising the benefits of travelling just outside the traditional high season — enjoying better value, availability and often a more relaxed experience.”

 

She concluded: “Overall, 2026 is shaping up to be a year where value, individuality and thoughtful travel planning will be more important than ever.”

 

Waters said the rise in shoulder-season sales in response to demand for better value, more flexibility and less crowded destinations could work to the trade’s advantage.

 

“I believe this trend plays to our strengths, as retail travel agents, where expert advice, reassurance and our tailored service are increasingly important, especially for more complex, higher value trips such as long-haul, touring and cruise,” he said.

 

Arundel Travel director Helen Parry said a shift by families to travel in the shoulder seasons, rather than sticking to peak school holidays, could have a positive impact on agents’ workloads.

 

"That could make those quieter periods much busier, which would be a good thing as it helps balance demand throughout the year," she said, while predicting a return in demand for more traditional bucket-and-spade holidays, especially self-catering, by the family market to keep costs down.

The Holiday Village travel adviser Andrea Smith said the fact all tour operators – not just cruise lines – released programmes so far ahead may have encouraged more clients to book earlier. She reported strong early bookings for small group and touring holidays as well as big ticket holidays.

 

But she questioned if budget-conscious clients would travel less frequently.

 

“Perhaps in these tough times people are considering only having a holiday every 14 to 18 months, and that’s easier to bear if you have a really special one fixed in to look forward to, because everyone wants “special” these days," she said, adding: “I don’t see this trend changing any time soon, and wonder if the airlines will feel pressure to follow suit? It would certainly be easier if we had confirmed flights to go with them 18 months in advance.”

 

Destinations

The trade highlighted the US, the Far East, southeast Asia, and Australasia as key winners in 2026 in addition to traditional hotspots while value destinations such as Egypt were tipped as "ones to watch".

 

Schumm said: “Croatia, Spain, and Turkey will remain firm favourites, alongside Australia, which we anticipate will see continued interest.”

 

TTNG and Barrhead said the 2026 Fifa World Cup would play into the trade’s hands, making the US a particularly strong contender next year.

 

Vithaldas said: “The US should rebound strongly off the back of the Fifa World Cup, especially with at least two home nations involved and the Far East is well positioned to perform as it offers good value for money.”

 

Advantage reported strengthening demand for long-haul, experiential travel, particularly to Asia and Australasia, while also citing robust sales for cruise, especially expedition, river and smaller-ship experiences.

 

Lo Bue-Said added: “There’s rising appetite for slow travel, multi-centre itineraries that weave together culture, food and nature, and a growing focus on destinations that offer authenticity without the pressures of over-tourism.

 

“The common thread? Travellers are investing more thought, time and expertise into their trips - and that’s where trusted travel professionals continue to add real value.”

 

Lynch agreed the pull of southeast Asia was strengthening while sales of memorable, bucket list trips were also rising.

 

She said: “We are continuing to see a growing demand for truly special, one-off trips. This is something we have seen very strongly even in recent weeks.

 

“With ongoing price increases across many traditional markets, I believe destinations such as Thailand and Vietnam will continue to rise in popularity. The value for money they offer, combined with high-quality experiences and accommodation, makes them increasingly attractive to travellers who are still seeking exceptional holidays without compromising on quality.”

 

But she was less confident about US sales next year, adding: “In contrast, travel to the US has shown a noticeable decline, and I expect this trend to continue into 2026, largely driven by rising costs and reduced perceived value.”

 

Barrhead’s Tempest-Mitchell said there was no sign of demand abating for traditional European favourites, from the Canaries and mainland Spain to Turkey and Portugal, but highlighted Morocco and Egypt as enjoying rising popularity for families as “value” destinations.

 

Similarly, InteleTravel’s Handley-Hughes predicted: "One to watch over the next 12 months is Egypt, with developing infrastructure, high quality resorts and competitive pricing."

 

She also anticipated "above average industry growth in the cruise sector" as well as rising sales of short breaks "with many now travelling abroad and adding a concert or event to a city break", while tipping premium travel, Florida and its holiday parks, and the United Arab Emirates as strong performers in 2026.

 

Already, future bookings are up by 33% compared to the same period last year, said Handley-Hughes, who summed up: "[With] the recent acquisition of our sport and ticketing agency, the Fifa World Cup on the horizon, and the arrival of an entire fleet of new river and ocean ships, we predict another bumper year."