New data from the Advantage Travel Partnership, issued ahead of so-called Sunshine Saturday, shows bookings for 2023 are up 4% compared to where they were at the stage in 2019, with revenue up by nearly a third (31%).

Advantage said members’ average booking values were running just shy of £3,000 at £2,887, with a third of their bookings (32%) being for departures in the next 12 weeks.

The figures also revealed highlight how two-thirds of members (65%) have seen an increase in new customers; Advantage said the uptick highlighted how more people were turning to travel agents to get them the best deal amid the cost of living squeeze.

Chief executive Julia Lo-Bue Said said it was amazing to see such widespread optimism “among all the doom and gloom", with a bumper Saturday likely (7 January).

"Given the current booking trends, we anticipate that there will be a record number of calls and visits to travel agents this Sunshine Saturday as travellers across the UK look to book a much-needed break and make the most of the great deals available across the wide product range bookable through travel agents," said Lo Bue-Said.

Advantage said 72% of members’ customers have now started to prioritise price, with increasing numbers of people looking to book an all-inclusive holiday.

This comes on the heels of Abta reporting 61% of Britons are planning to have a holiday abroad this winter, with 31% of those looking to book earlier than normal to get cheaper fares.

While cost of living is impacting all of us and holiday prices have to reflect these cost increases, there are still some great-value holidays to be had including during school holidays,” Lo-Bue Said continued.

Despite an increase in budget bookings, Advantage’s recent Business Impact Survey also highlighted stable demand for luxury holidays, with 77% of agents expecting people to take one long-haul holiday instead of several mini breaks.

"What is reflected in the results of our latest Business Impact Survey is that people are continuing to prioritise travel and that consumers have found there really is no substitute for agents who act as advisors, who know their clients and can provide expert consultation, support and peace of mind,” Lo Bue-Said added.