Travel sales over Christmas have been declared a triumph by a leading homeworking agency after suppliers went early with peaks offers.
Not Just Travel cited “unprecedented” early-bird offers from major tour operators for helping drive a 20% year on year rise in bookings between December 19 and 26.
Christmas Day and Boxing Day bookings were up by nearly 30% compared to 2024, as consumers capitalised on the early release of deals.
The agency group’s network of more than 750 consultants responded proactively, with many working on Boxing Day to meet demand from customers eager to secure prime 2026 departure dates and the most competitive pricing.
Co-founder Steve Witt said: “Large operators who launched early with their peaks campaigns on 19th December have seen an early spike in sales, with some operators up as much as 175% for the same period last year.
“Our consultants were primed, on their phones and ready to make the most of these optimal booking conditions. As a result, we are seeing a significant number of customers booking early with our consultants to beat the rush and get the best deals, seizing the opportunity presented by operators.”
He described the UK travel market as “experiencing an unprecedented shift”.
Witt added: “In my years working in the industry, I’ve never seen major operators release their best offers this early. Traditionally, sales launch from Boxing Day onwards, but this year Tui, Jet2, easyJet and other key players have gone to market significantly earlier, making it the best time ever to book your next holiday.
“This rise in early bookings gives us extreme confidence of a very busy peaks period ahead. Competition has intensified dramatically, creating outstanding value for both consumers who book early and fantastic business conditions for those consultants who make themselves available.
“We’re also seeing a shift towards luxury and experiential travel, particularly to long-haul destinations, as consumer spending and travel frequency continues to rise.
“Historically, the UK travel industry has seen two distinct booking peaks: Boxing Day through to the end of March, when up to 60% of annual bookings occur, and a summer surge.
“However, 2026 looks set to break this pattern, with strong sales sustained throughout the year as consumers embrace more frequent travel.
“The decision to remain accessible during the traditional Boxing Day sales period has enabled our consultants to capture peak booking demand as it happens, rather than waiting for customers to return enquiries in the new year.”
