Not Just Travel has recorded its busiest-ever Christmas Day for bookings, while sales throughout the month so far have risen by nearly 30% year on year.
Cruise sales on December 25 were five times greater than last year, the homeworking agency reported.
Overall, the top destinations at the moment include Spain, the Balearics, the Canaries, Greece and Florida as travellers seek winter sun.
More:Not Just Travel co-founders scoop entrepreneur award
Not Just Travel co-founder Steve Witt said: “Right now, couples and solo travelers are making the most of the holiday bargains, with just 30% of bookings being made by families.”
Not Just Travel expects the final week of the year to be particularly busy, but it anticipates that 2024 will break records.
“We expect to see the biggest-ever increase in holiday sales for Not Just Travel in 2024,” said Witt.
Not Just Travel reported that heading for the sun remains the priority for its clients, with more than 51% of bookings being for winter sun destinations, a total of 32% being for the summer and nearly 15% looking ahead to next winter.
Lapland has been among the top-selling locations recently, with big sales also reported for destinations including Dubai and Abu Dhabi, Italy, Cyprus, Australia and Cape Verde.
Not Just Travel said it secures bookings on Christmas Day every year because the company is composed of a “diverse range of people from different cultures”.
The first booking on December 25 this year took place very early in the morning, the company added.
Across the whole of the month, nearly 20% of bookings have been for cruise.
Witt said: “With the Boxing Day sales now in full swing, customers with lots of time on their hands and, with it being a payday weekend for many, we can expect clients to be celebrating the end of the year by bagging a booking bargain.”
He added: “With Christmas being very much a family holiday, the normal trend is for family holiday sales to increase in the new year as operator TV campaigns increase and ‘free child places’ are more prevalent.”
Photo: Not Just Travel co-founders Steve Witt and Paul Harrison