Trade urged to prepare for ‘record breaking’ Sunshine Saturday

The trade has been urged to prepare for a “record number of calls and visits to travel agents” this ‘Sunshine Saturday’.

Echoing predictions from Abta, the Advantage Travel Partnership and the Civil Aviation Authority (CAA) are anticipating a “soar” in bookings tomorrow, which is the first Saturday after Christmas and new year and typically the most popular day of the year to book a foreign trip.

Advantage said its members are feeling optimistic for a busy day, and has reported holidays sales for 2023 have started strong with revenue up by 31% compared to 2019, and bookings up by 4%.

More: Trade hails buoyant start to year as sales ‘top 2019 levels’

The group said 77% of its members have seen an increase in long-haul holidays while 65% have seen an increase in new customers as people look to travel agents for their expertise to find the best deal for their budget and have human contact.

Julie Lo Bue-Said, chief executive of Advantage, said: “Given the current booking trends, we anticipate that there will be a record number of calls and visits to travel agents this Sunshine Saturday as travellers across the UK look to book a much-needed break away and make the most of the great deals available across the wide product range bookable through travel agents.

“While the cost-of-living crisis is impacting all of us and holiday prices have to reflect these cost increases, there are still some extremely great value holidays to be had including during school holidays.”

Michael Budge, head of Atol at the CAA, said: “This weekend is traditionally the busiest time of the year for people booking their holidays.

“Many consumers will be taking advantage of deals so it’s more important than ever to make smart decisions when booking your next trip.

“Holidays can be a significant financial outlay, especially in the current economic climate. Our research tells us that many consumers thought it was important to have a trip financially protected by Atol.”