Several agents told TTG they weren't expecting demand to truly take off until "second Saturday" (10 January) and for it to ramp up throughout the month and beyond, echoing a recent TTG survey of 100 travel agents – nearly a third of whom are preparing for a later start to peaks.
Agents confident of Sunshine Saturday sales boost but warn peaks 'aren't what they used to be'
Agents
Dea Jusufi
2 January 2026
Agents are gearing up for so-called Sunshine Saturday (3 January) and the start of peaks, but many feel the traditional peak sales period will be a slower burn this year that lasts well into February rather than fizzling out by the end of the month.
(Credit: iStock/helivideo)
Agents aren't expecting demand to truly take off until the "second Saturday" of the year (Credit: iStock/helivideo)
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