The first Saturday after the Christmas and New Year break, Sunshine Saturday is claimed to be the busiest day of the year for holiday bookings.
Abta said it expected the day to be “one of the busiest for a number of a years” as the sector continues its post-pandemic recovery and consumer confidence to travel grows.
Research by the association claims 61% of Brits are planning an overseas trip in 2023, with 31% planning to book earlier than normal in order to get the best price, while 66% of people say going on holiday is “very important” to them and they intend to prioritise travel over other discretionary spend such as eating out, leisure activities or new clothes.
