Analysis from payment platform BR-DGE revealed UK online search volumes for holiday deals increased by more than half (56%) in the six days leading up to "Sunshine Saturday" (7 January) compared to the same time last year.

According to the firm, travel providers and airlines have seen a significant bounce in consumer interest with week-on-week online searches increasing by 48% for Jet2.com and 31% for Ryanair.

Although last year’s "Sunshine Saturday" was impacted by dampened demand due to the outbreak of the Omicron variant, BR-DGE senior travel specialist Emily Whalley said this year’s data shows the travel industry will continue its post-pandemic recovery in 2023. 

"The early surge in consumer interest this year is against the backdrop of a cost-of-living crisis which is pushing consumers to find better deals and value for money from travel providers," she added.
 
“It is clear that delivering a first-class customer experience for all holidaymakers is going to be even more important in 2023 as airlines try to generate repeat business and protect margins."