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".
Several agencies celebrated record-breaking days earlier this month, spearheaded by cruise and mainstream packages. While some have praised the "robust" family market, including TTNG’s membership services director Stephanie Slark, other agencies have noticed a lagged start to peaks.
"Like last year, families are a little more cautious because of the cost of living," said Tivoli Travel director Jo Richards. "I think that market will come during lates."
To combat this, Hunt suggested agents "move away" from traditional resort packages. "It's about having a good conversation with the customer about what it actually is they want from the holiday," he explained. "Because quite often, they'll say 'you know what, actually, we're not bothered about the beach – as long as there's a nice pool, or a lake, and places to walk'."
Trump doubles down
Uncertainty around US tourism is also persisting as Trump doubles down on his demands to own Greenland. John Barrett, owner of Irish agency Magic Vacations, told TTG the States was "one to watch closely" following a drop in US enquiries this peaks.
"People are still travelling there, but I don’t think there’s that huge energy and appetite we saw in previous years," Barrett said. "There’s a nervousness around what could happen with Trump."
Paul Dayson, owner of Boston-based Spa Travel, has a similar story. "We used to have a really big US trade. I can’t remember the last US booking we did, now,” he told TTG, explaining that, politics aside, spikes in tourist taxes and Esta complications had also deterred US travellers.
"A client booked a Caribbean cruise today, and his top concern was whether any of the destinations needed an Esta. It was a dealbreaker for him," Dayson continued.
This follows a new Esta proposal, released in December 2025, which would require applicants to provide five years of social media history. When asked whether the proposal could hamper US tourism, Trump claimed the aim was to ensure "we're not letting the wrong people enter our country".
As a result, consumer interest in alternative long-haul destinations is on the rise, compounded by better-value packages.
"Canada is a good alternative, but Thailand is the big booker, because the value for money is just incredible, especially in May and September," Barrett explained. "I saw an offer for two adults, $699 for flights and seven nights accommodation in a four-star hotel. You wouldn't get that in the Canary Islands."
Life beyond January
Looking ahead, agents believe January is unlikely to lose steam. Teithiau Menai Travel owner Ann Jones has capitalised on peaks by opening her Caernarfon-based shop every Saturday, which will continue until the end of the month.
"It's something we don't normally do, but it's paid off well," she told TTG. "All the enquiries from the first half of January are turning into bookings, and it's coming up to payday. So I'm expecting even more."
Dayson agreed, calling January a "long month" with "plenty of potential". "January began at a better rate than expected, and now with salaries coming in, I think February will also be strong," he said.
However, he also recommended agents avoid taking "too much stock" in January's results. "In December 2024, we were at £170k bookings – this December, we hit £340k," he said. "Peaks aren't the be-all and end-all."
