Sales on 7 January alone were 117% higher compared with the same Saturday in 2022 and overall, since the beginning of the year, members sales are up 75% versus the same period last year.

Weekly trading was up 87% last week, with May 2023 proving the most in-demand departure month. Nearly a third (30%) of holidays booked on 7 January, meanwhile, were for departures in the next 12 weeks. Top-selling destinations were Spain, Greece, Turkey and the US.

The consortium predicts sales are likely to remain buoyant heading into the third Monday of the year, so-called "Blue Monday" (16 January), typically said to be the most depressing day of the year.

Julia Lo Bue-Said, chief executive of The Advantage Travel Partnership, said: "The figures so far this year are really encouraging and especially so on Sunshine Saturday.

"Despite the difficult economic climate, people are clearly reluctant to give up their holidays and are making the most of the great deals that are on offer."