Not Just Travel reports 'four-fold' sales surge on Christmas Day

The homeworking agency said Majorca was its most popular destination booked on 25 December, while UK breaks proved most popular on Boxing Day.

Cruise holidays accounted for 20% of sales and trips to Cape Verde and Turkey were also popular alongside Lapland for next winter.

Not Just Travel co-founder Steve Witt said Lapland bookings had made up “nearly a quarter” of the agency’s sales from 20-27 December.

He attributed this due to a “double-whammy effect” of rebookings after cancellations in 2020 and families booking ahead for next year.

“Bookings to Lapland are up nearly 50% compared to the same period last year. Covid has made us think how and where we want to travel next year and family-focused holidays are at the top of many people’s lists,” he said.

The average booking value for Boxing Day sales was £2,305, with 40% of bookings for summer 2021 and 40% for next winter.

“There is an ever-growing consumer demand for travel as people are desperate to go on holiday as soon as possible. This clearly spilled over on Christmas Day as people booked dream trips, giving themselves some escapism and a brighter year in 2021,” said Witt.

“The overall theme is that people are now looking to visit that ultimate bucket-list destination in 2021. This year’s holiday budget has been squirrelled away and saved for next year. Our sales rose by 62% week on week following Black Friday, as news of the Pfizer vaccine gave consumer confidence a boost.”