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Travel firms expect bookings to rise 5% on 'Sunshine Saturday'
The Guardian
|January 03, 2026
Travel firms are braced for one of their busiest periods as winter-weary customers plan sunny breaks, with bookings forecast to rise by 5%.
The Civil Aviation Authority, which runs the Atol travel financial protection scheme, predicts 4.5 million people will book trips this month - 200,000, or 5%, more than in the same period last year. January has proved a key time for holiday planning, with demand peaking at the weekends, particularly the first one of the month.
Today is known in the industry as "Sunshine Saturday" because of the bumper number of bookings.
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