Some 40% of respondents to a recent Jet2 survey told the airline and operator they typically book their summer holidays in January, with beach breaks (28%) proving the most sought-after.
However, the poll revealed some other findings about British travellers; more than three-quarters (77%) of respondents named sun cream as their favourite "smell of summer", with 16% confessing to wearing sun cream year-round to boost their mood.
As a result, Jet2 sought to combat the seasonal blues – and boost sales – by wrapping 40,000 copies of Monday's Metro London newspaper (19 January) in sun lotion-scented paper.
