If your January hasn't been the sales bonanza you hoped for, take a breath. You're not alone, and it doesn't define your year.

I've worked with enough travel businesses to know that peaks pressure is real. The industry hype machine cranks up in January, social media fills with "we're so busy!" posts, and if you're not booking multiple trips a day, you start questioning everything. But here's the truth: one size doesn't fit all.

The peaks story

My understanding is that "peaks" originated in the late 70s and early 80s – long before the internet changed how we consume and sell travel. Back then, retail travel agencies dominated, and many holidays weren't even on sale until 1st January. Pent-up demand meant customers flooded the high street to book summer holidays the moment itineraries were released. It was a marketing dream.

Times have changed. Itineraries go on sale months earlier. The range of trips has exploded. Business models have diversified way beyond the traditional high street. Yet the peaks mythology persists – and frankly, I don’t believe it's always helpful.

Your business isn't everyone else's business

What hasn't changed is that Christmas and New Year remain a time when families and friends have time off, talk about travel, and get inspired by what they're seeing on TV and social media. Seeds get sown. But here's where it's important to note: not every business experiences peaks the same way.

If you're selling family summer holidays, January might be manic. If you're a specialist in adventure travel, tailor-made itineraries, or niche destinations, your clients may be more considered. They take time. Your business might be consistent all year round, or peak in March, April, September, or October.

I've seen agents beat themselves up because they've "only" done a handful of bookings when it feels like everyone else is raking it in. Stop comparing. Peaks sales never make or break a year. They can give you momentum – that's different – but they don't define success.

What you can still be doing

This doesn't mean you shouldn't be busy – or that the boat has sailed. Travel is still in the spotlight, your audience is still receptive, and February remains prime booking territory.

Get your communication strategy planned. Sort your databases. Make those calls. Send those emails and WhatsApps. Find the touchpoints. Don't wait for the phone to ring or people to respond. Don't flood your socials with offers, but be consistent. Show your expertise. Be visible. When people see things that inspire them, they'll think of you.

Being busy doing something is the key to creating momentum and opportunity. If January has been a bit quiet, February is your chance to shift that. It's about a proactive mentality – and there's plenty of business out there for those who take action.

The real opportunity

Peaks is a chance to capitalise on the marketplace's attention and showcase what you do brilliantly. The sales will come if you make the effort to engage. Use this period to create the momentum that launches your business year – not to measure yourself against everyone else's highlight reel.

So, if your peaks has been underwhelming, you're not behind. You're just building differently.

• Minty Highway is a business development consultancy for the travel sector; mintyhighway.com. Read about Danny Sperling's work with travel agencies in this TTG article.