Hundreds of thousands of Brits are expected to rush to book summer breaks to beat the winter blues as travel firms brace themselves for a ‘Sunshine Saturday’ holiday spending splurge
The travel industry predicts a record number of holiday bookings on Saturday as families dream of sunshine getaways.
The post-Christmas lull – and gloomy weather – is expected to prompt thousands of Brits to take the plunge and book a summer break. As a result, the first Saturday after the new year has traditionally been dubbed “Sunshine Saturday”, with this year’s forecast to be the busiest single day of the year for travel firms.
Travel companies expect demand to be 5% higher in the twelve months between October 2025 and September 2026 compared to the same period the previous year. Last January saw 4.3million people book ATOL-protected holidays, with even higher numbers expected in coming weeks. If trends continue as projected, industry chiefs reckon more than 200,000 more holidaymakers will be booking in January.
READ MORE: Six winter sun destinations with 25C temperatures for Brits this JanuaryREAD MORE: ‘World’s best winter sun destination’ has 25C weather and £2.25 pints
It came amid separate predictions for where Brits will be holidaying in 2026. According to the website TravelSupermarket using analysis of online searches, Gozo leads the way, potentially transforming Malta’s quieter sister island from an afterthought to a must-visit destination. Sri Lanka followed, along with South Africa’s Cape Town, the Greek island of Zante, and dream destination of Mauritius.
The Civil Aviation Authority, which runs the ATOL financial protection scheme, is urging consumers to check they are covered and to read the small print on bargain holiday deals.
Selina Chadha, group director for consumers and markets at the CAA, said: “Sunshine Saturday is seen as the busiest day of the year for people booking holidays as travellers look for bargain deals on their next getaway. With more people looking to book their holiday, it’s important to check your package holiday for ATOL protection. Whether you’re searching for a summer or winter break, you’ll have peace of mind that you won’t lose money if your travel company collapses.”
Rory Boland, editor of Which? Travel said: “Booking a package is the best way to protect your next holiday abroad, as the ATOL scheme ensures you won’t be left out of pocket, or worse, stranded abroad if your holiday company were to go bust.
“Package holidays also offer far greater protection than booking a trip yourself. You’ll be covered both financially and legally by the package travel regulations, which means the holiday operator is responsible for sorting out any problems, from disruption caused by wildfires and bad weather to the hotel being closed or not being up to scratch. Remember, though this weekend is advertised as a prime time to grab a holiday bargain, don’t feel pressured into booking in a hurry.
“Consider your options and shop around to make sure you’re getting the right holiday for you, at the right price. If you are flexible on destination, there are offers throughout the year.”
ATOL’s top 10 tips to protect your 2026 holiday bookings:
- Research your travel company and planned trip before you book, particularly if it is a company you haven’t travelled with before, and shop around with other providers to check it really is a good deal.
- Check the web address is legitimate and has not been altered by slight changes to the domain name.
- Don’t reply to unsolicited messages, emails, texts, social media or calls with holiday offers. Links and attachments in emails may lead to malicious websites or download viruses.
- Book travel insurance as it can provide extra protection if the holiday doesn’t work out quite as intended. The type of cover will vary so always carefully check the insurance terms and conditions for full details of cover.
- Make sure your package holiday is ATOL protected. Consumers can easily check if their holiday provider is ATOL protected by using the Check for ATOL tool on our website.
- Look out for hidden costs and charges. For example, if you want to amend the booking before you travel or if you need to pay for extra baggage.
- Use a credit card for holiday bookings if possible. A credit card may provide additional protection for your trip, under Section 75 of the Consumer Credit Act.
- Stay updated on international travel requirements for where you’re heading. This includes passport validity, visas, and entry restrictions.
- Keep essential documents safe. Save and organise bookings, receipts, copies of passports and insurance documents for easy access during your trip.
- Plan your packing – to avoid queues at security and fly safe, make sure you don’t put the wrong things in your bag.
