Gozo Surge Leads 2026 UK Holiday Booking Trends as Sunshine Saturday Approaches

UK travel operators are preparing for a substantial uplift in holiday bookings during January, with the Civil Aviation Authority forecasting package holiday reservations to increase by 5 per cent compared with the previous year. The regulator, which administers the Atol travel financial protection scheme, anticipates 200,000 additional holidaymakers will secure bookings this month, bringing the total to approximately 4.5 million.

January has long represented a critical period for the travel sector, with demand typically concentrated at weekends as consumers seek respite from winter conditions following the festive period. The first weekend of January, colloquially termed Sunshine Saturday within the industry, traditionally generates peak booking volumes as households look to secure future travel arrangements.

Analysis from TravelSupermarket indicates a notable shift in consumer preferences towards less conventional destinations and long-haul locations for 2026. Gozo, the smaller sister island to Malta, has emerged as the fastest-rising destination, recording a 1,900 per cent increase in search activity year on year. Sri Lanka has similarly demonstrated strong growth, climbing 44 positions in destination rankings with searches rising 605 per cent.

Established Mediterranean destinations continue to dominate overall search volumes. Tenerife has reclaimed the leading position for 2026, whilst Malta, Egypt, Dubai and Fuerteventura have all registered significant upward movements in consumer interest.

Abta, the UK travel agency trade body, has observed extended booking horizons, with substantial numbers of consumers securing holidays for summer 2026 and some arrangements extending into 2027. This trend suggests heightened consumer confidence and a more strategic approach to holiday planning.

Melissa Hawkins, marketing manager for Dorset Cottage Holidays, noted a 60 per cent year-on-year increase in bookings for the first weekend following the Christmas period. She indicated that the post-festive period is being utilised more deliberately for travel planning, with short breaks and shoulder-season stays proving particularly popular amongst families and multi-generational groups.

A spokesperson for Jet2.com and Jet2holidays confirmed expectations for elevated booking activity, noting that Sunshine Saturday traditionally represents a busy trading period for the airline and tour operator.

The TravelSupermarket data revealed declining interest in certain destinations, with Menorca, Lake Como and Sicily experiencing the most pronounced reductions in search activity. Several Italian locations and Caribbean destinations have similarly demonstrated reduced appeal compared with the previous year.

Consumer behaviour indicates a willingness to undertake longer journeys, with the average flight time of searched destinations increasing by more than 20 minutes year on year. This shift reflects growing appetite for mid-haul and long-haul travel options amongst British holidaymakers.

Rory Boland, editor of Which? Travel magazine, cautioned consumers against hasty booking decisions despite promotional activity surrounding the weekend period. He recommended careful consideration of available options and comprehensive price comparison to ensure appropriate holiday selection at competitive rates, noting that offers remain available throughout the annual cycle for those with flexible destination requirements.