Price, extra choice and having more time to look forward to a getaway are among the “big drivers”, according to YouGov research carried out for the association.

Around 25% of Brits said they book a holiday early in order to enjoy having more time to look forward to the trip, while the most common reason (chosen by 41% of respondents) was value for money.

Other popular reasons include increased choice (28%) and being able to explore the activities they want to do (28%).

Abta has produced tips and advice to help consumers deal-hunting during peaks, including knowing how to spot a package holiday, providing the greatest level of financial protection, and taking out travel insurance straight away to ensure they are covered from the day of booking.

The benefit of the peak booking period’s deals such as free child places and ‘buy now, pay later’ schemes offered by a number of tour operators, is also being promoted by Abta.

The association is also warning customers to protect themselves against holiday fraud – from which “millions of pounds are lost every year” – by making sure they are booking with a reputable company.

Victoria Bacon, Abta’s director of brand and business development said: “Many people take great enjoyment out of looking forward to their well-earned break. While the holiday itself is clearly the best part about the whole experience, the excitement of anticipation– from planning what to see and do – can be incredibly exciting.

“During the festive period and with the start of a new year, many people turn their attention to holidays for the year ahead. It’s a great time to book – there is an abundance of deals and offers available, and an endless amount of choice too. So booking early helps you get the best value for money for the holiday of your choice.”