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Families will struggle to see change from a £6,000 holiday this summer, agents warn

Analysis
Dea Jusufi
21 January 2026

An otherwise roaring start to peaks has been tempered by concerns around the family market, as expensive package holidays risk dissuading people from making bigger group bookings.

A family of five frolic happily on a sunny beach
(Credit: iStock/SanyaSM)

A slight decrease in passenger numbers has agencies questioning the family market (Credit: iStock/SanyaSM)

Lee Hunt, director of Woodbridge-based Deben Travel, said packages were "more expensive" this year, making family bookings increasingly unfeasible. "For a good half-board or all-inclusive during the summer, a family of four is not getting much change out of five or six grand," he explained.

Hunt attributed the "slight" decrease in passenger numbers to hesitant families, though added average sales were up "about 15%" in the region with Deben Travel matching last year’s figures – the "best January they ever had".