UK travel companies are bracing for one of their busiest periods for bookings as winter-wearied consumers plan sunny breaks, with package holiday bookings forecast to be up 5% this January.

The Civil Aviation Authority, the regulator that administers the Atol travel financial protection scheme, has forecast that 200,000 more holidaymakers will book trips this month compared with the 4.3 million who did so in the same period last year.

January is well known as a boom time for holiday planning as households crave something to look forward to after Christmas, with demand peaking at the weekends, particularly the first one – known in the industry as Sunshine Saturday for its bumper number of bookings.

However, booking patterns are forecast to shift this year towards quieter destinations, such as Malta’s sister island, Gozo, and long-haul locations, according to TravelSupermarket.

Gozo was the fastest-rising destination for 2026, with a 1,900% increase in searches year on year, the price comparison site said, while Sri Lanka has climbed 44 places in the rankings with a 605% rise.

Traditional hotspots remain dominant in overall search volumes, TravelSupermarket found. Tenerife has reclaimed the top spot for 2026, while Malta, Egypt, Dubai and Fuerteventura have all climbed sharply.

The UK travel agency body Abta also said many travellers were booking further ahead than usual, with a significant number of holidays being secured for summer 2026 and even into 2027.

Melissa Hawkins, a marketing manager for Dorset Cottage Holidays, said: “Bookings for stays over the first weekend back after Christmas are up 60% year-on-year … From what we’re seeing, that post-Christmas lull is being used more deliberately.

“People have the headspace to plan … Short breaks and shoulder-season stays are proving especially popular, particularly with families and multi-generational groups who want something straightforward but high quality. There’s also a noticeable confidence in booking earlier.”

A spokesperson for Jet2.com and Jet2holidays said: “Sunshine Saturday is traditionally a busy time for holiday bookings. We are expecting that to be the case this year, as customers flock to book their award-winning flights and holidays with the UK’s favourite tour operator and airline.”

The TravelSupermarket research also found that Menorca, Lake Como and Sicily have seen the steepest declines in search interest. Several Italian destinations and parts of the Caribbean have also cooled compared with last year.

The data suggests Britons are prepared to travel further, with the average flight time of searched destinations increasing by more than 20 minutes year on year, reflecting growing interest in mid-haul and long-haul travel.

Rory Boland, the editor of the magazine Which? Travel, urged consumers not to “feel pressured into booking in a hurry” this weekend despite it being “advertised as a prime time to grab a holiday bargain”.

He said: “Consider your options and shop around to make sure you’re getting the right holiday for you, at the right price. If you are flexible on destination, there are offers throughout the year.”