The trend towards holidays out of the peak summer season is continuing into 2026, with agents reporting demand for last-minute and pre-summer holidays, as well as October bookings.
Online agent Thomas Cook said Sunshine Saturday sales were up 60% on last year and 48% of customers who booked on Sunshine Saturday are due to depart before May 2026, with the Canary Islands, Spain and Egypt leading demand.
The agency’s Head of Inventory and Trading Jaime Thompson said: “Sunshine Saturday is always a key moment for holiday bookings, but this year’s growth shows just how eager people are to lock in some sunshine early in the year. Customers are clearly prioritising holidays and looking for great value and flexibility.”
One Hays agent is reporting a flow of bookings for February. She said: “It’s sunshine escapes for couples, not family half-term holidays, mainly the Canaries and Spain, but I’ve seen more tailormade enquiries, twin centres and Spain multi-cities.”
Another agent said 50% of her current bookings are for travel within the next four months, while Hays Personal Travel Consultant Michelle Rodde said most bookings so far are for April.
“April is always our biggest selling travel month anyway, but we don’t normally book this many so early on in the year. Our most popular deal has been £1,095 total price for two adults and two children aged 14 and under going from Gatwick to Eftalia Aqua staying all-inclusive for 14 nights. It’s a bargain,” she said.
Agent Gemma Krause, from Claridon Travel, said she is making ‘big value bookings for earlier in the year but also seeing lots of interest for October half term’.
“Lots of families are avoiding summer due to high prices and thinking they will stay here. I’ve definitely noticed a trend of bookings for Easter holidays, May and October,” said Gemma.
Although Super Saturday was quiet for some agents, it’s now getting busier. One said: “I’ve been super busy since Boxing Day. However, Saturday was pants. But since Sunday it has ramped up once more.”
Another said: “Saturday was rubbish, since Sunday I have gone crazy busy! I have put through huge value bookings with Pure Luxury and Cruise Plus as well as Indulgent Escapes.”
Sutton Travel owner Andy Tomlinson said: “The best booking Saturday for us (and the majority of independent agents) is usually the last/second last Saturday of January, and this is the case most years. I don’t know who it was that started all of this ‘Sunshine Saturday’ hype a few years back, but they didn’t really do their homework!”
Not Just Travel co-founder Steve Witt said: “Peaks has started with a boom. We always knew it was going to be a good one and we’ve been proven right. Sales across the board are super strong as everyone wants to have something exciting to look forward to.
“We’ve also seen amazing last-minute sales. Sunshine Saturday was more like Feel Good Friday and a Magnificent Monday. Sales have already been super strong on these days with big uplifts.”
Steve said average booking value has increase more than 8% on last year and NJT consultants are reporting increased activity.
“All round, it’s a great time to be in the travel industry,” Steve added.
