Bora Bora beach in Ksamil, near Saranda, on the southern Albanian Riviera. Bookings for Albania in the United Kingdom are up by 224% compared to last year.
Photo: shutterstock
With strong interest in destinations that combine sunshine, quality, and competitive prices, the UK booking landscape is taking shape ahead of Sunshine Saturday (today, 3 January), according to TUI UK & Ireland. It is noted that Sunshine Saturday is traditionally the first Saturday of January and in the past has emerged as the weekend with the highest number of bookings for the travel sector in the United Kingdom.
As stated by the Commercial Director of TUI UK & Ireland, Chris Logan, consumer response to the largest offer the company has ever launched is already particularly positive. Early data show that North Africaespecially destinations such as Morocco and Tunisiais recording strong growth, mainly due to the excellent value for money they offer. At the same time, Cyprus and Egypt are seeing high demand for summer 2026, while in long-haul travel Jamaica is showing a dynamic comeback, a development described as particularly encouraging.
He also points out that, although Sunshine Saturday is traditionally considered the hottest booking weekend for the tourism sector, changing consumer behavior and increased cost-of-living pressures may alter the booking timeline. As he explains, December has become a particularly expensive period for many households, with the result that, although travelers may already have a destination in mind, substantive planning is shifting into January, possibly even toward the end of the month.
Within this context, TUI has already launched its annual early-year offer, enabling consumers to secure holidays with discounts of up to 10%, worth up to £500 per booking, thousands of free child places, as well as flexible payment options tailored to different budgets.
loveholidays | April and May the two most popular months Albania surges
This picture is complemented by data from loveholidays, which show that holidays remain a top priority for consumers, although they are now being booked with more considered choices. According to the companys latest data, April and May are emerging as the two most popular departure months for beach holidays, as travelers seek better prices and greater availability outside the peak season.
All-inclusive continues to dominate, with 52% of travelers choosing it, confirming the need for cost control and simplicity. Among the most popular destinations are the Canary Islands (19% of bookings), mainland Spain (12%), and Egypt (11%), while alternative destinations are also showing strong momentum, with Albania recording a 224% increase in bookings compared to last year.
At the same time, last-minute bookings for winter sun remain strong, with Hurghada, Sharm El Sheikh, and Marrakech topping the list for January departures. In long-haul travel, impressive growth is recorded in destinations such as the Maldives (+142%) and Japan (+98%), while Indonesia (+33%) and the United States (+31%) are also on an upward trajectory.
Despite cost-of-living pressures, travelers show no inclination to downgrade the quality of their holidays. Almost half of beach holiday bookings are for four-star hotels (48%), while 27% choose five-star accommodation. In city breaks, finally, short three-night escapes dominate, with bookings made close to the departure date and the most popular destinations being Amsterdam, Krakow, and Dublin.
+6% average booking value at Advantage Travel Partnership
Members of the Advantage Travel Partnership also report a significant increase in average booking value, exceeding 6% compared with the same period in 2025. According to Advantage members, strong demand is expected to continue over the following Saturdays of January, which mark the peak of the booking season.
The commercial director of Advantage Travel Partnership, John Sullivan, stated that early data confirm the organizations forecasts, emphasizing that value for money remains at the heart of consumer choices. As he explained, destinations with competitive all-inclusive packages are performing particularly well, with notable examples including Spains Costa Blanca and Egypt.
At the same time, increased interest is also being recorded in long-haul travel, with destinations such as Japan and New Zealand attracting high-value bookings, while the United States remains one of the most popular long-haul destinations for 2026.
Mr. Sullivan encouraged travelers to turn to local travel agents, noting that although Sunshine Saturday is expected to be strong, historically, the second and third Saturdays of January record even higher booking volumes.
Jet2.com and Jet2holidays
Finally, a spokesperson for Jet2.com and Jet2holidays stated that the company expects strong demand on Sunshine Saturday for classic destinations such as the Canary Islands, the Balearics, mainland Spain, Turkey, and Greece, as well as for options including the Italian coast, Bulgaria, Malta, and Croatia.
