Advantage Travel Partnership says bookings for 2026 are currently 24% ahead of last year, with summer bookings up 27%.
The consortium said the figures show people are starting to make ‘ultra-early bookings’ to secure good deals. Bookings for 2026/27 winter holidays are also ahead – up by 24% on last year – and currently account for 6% of overall sales.
“While some people are still booking last-minute deals, the dominant trend for 2026 appears to be shifting towards ultra-early bookings for increased value for money,” Advantage said.
Sales are also performing well for the current winter season, with travel over Christmas 2025 up 12% compared to 2024.
Lapland bookings are up 30% on last year and city breaks to Christmas markets destinations currently account for 13% of all bookings. Cruise bookings are up 5%, ski holidays are up 6% and winter sun holidays up 10%.
Long-haul travel generally remains in line with 2024, however, the usually popular Dubai and the Caribbean have seen a decline in bookings compared to last year.
The Far East has continued to remain popular, with a 13% rise in bookings. For short-haul travel, the Canary Islands remain the most popular winter destination for British travellers with bookings rising by 16% in 2025.
Also up is multigenerational travel, and cruising, which Advantage says is ‘well placed to outperform in the off-peak and shoulder seasons’.
“Despite cruise representing only around 3% of global leisure travel by passenger numbers, demand is accelerating,” it added.
Tours and touring bookings are also likely to be popular in 2026 with bookings currently 25% higher than this time last year.
CEO Julia Lo Bue-Said said: “Across our membership of independent travel agencies we have seen a strong performance throughout 2025 and it’s great that we’re ending the year on a high.
“The strength of trading throughout 2025 reflects the resilience of both our travel agent partners and the broader travel sector.
“For 2026, world events, competitive pressure from other source markets, and shifting consumer confidence will all shape travel bookings.
“What will matter most is value, and ensuring agents deploy strong value-led messaging that drives enquiries while helping customers understand what a genuinely good deal looks like.
“Consumers are continuing to focus on getting the best deal from their spend, it’s not just about booking the cheapest bargain available, but they want to see the most value from what their budget can afford. In the year ahead our travel agency partners will be working hard to elevate the booking experience and showcase this value.”
