Sunshine Saturday set for record bookings as thousands more plan to jet off on holiday

• The travel industry predicts an 5% increase in package holiday bookings this year with millions of pounds more being spent on holidays.
• Saturday 3rd January ‘Sunshine Saturday’ is often considered the busiest day of the year for holiday booking.
• The UK Civil Aviation Authority advises passengers to stay wary of holiday fraud, look out for hidden costs and make sure package holidays are ATOL protected.

Today is expected to be the busiest day of the year for holiday bookings as thousands of people look to plan their summer getaways. Travel companies expect passenger demand to be 5% higher in the twelve months between October 2025 and September 2026, compared to the same period the previous year.

With travel companies anticipating record demand, passengers are reminded to check for ATOL protection on their holiday to make sure they don’t lose out.

Last January, 4.3 million people booked ATOL-protected holidays, with even higher numbers expected in coming weeks. If trends continue as projected, over 200,000 more holidaymakers will be booking in January.

As passengers look to book, the UK Civil Aviation Authority, which runs the ATOL financial protection scheme, is urging consumers to check for ATOL and read the small print on bargain holiday deals.

Selina Chadha, Group Director for Consumers and Markets at the UK Civil Aviation Authority said:

“Sunshine Saturday is seen as the busiest day of the year for people booking holidays as travellers look for bargain deals on their next getaway.”

“With more people looking to book their holiday, it’s important to check your package holiday for ATOL protection.”

“Whether you’re searching for a summer or winter break, you’ll have peace of mind that you won’t lose money if your travel company collapses.”

Karen Smyth, Director of Infrastructure and Sustainability at the Consumer Council for Northern Ireland said:

“It’s important to be aware of your consumer rights so you can relax on holiday. Following the CAA’s guidance to ensure your holiday is ATOL protected, having valid travel insurance in place that meets your needs before you travel, and checking passport and visa requirements, are all simple things you can do to take the stress out of travelling”.

Rory Boland, Editor of Which? Travel said:

“Booking a package is the best way to protect your next holiday abroad, as the ATOL scheme ensures you won’t be left out of pocket, or worse, stranded abroad if your holiday company were to go bust.”

“Package holidays also offer far greater protection than booking a trip yourself. You’ll be covered both financially and legally by the package travel regulations, which means the holiday operator is responsible for sorting out any problems, from disruption caused by wildfires and bad weather to the hotel being closed or not being up to scratch.”

“Remember, though this weekend is advertised as a prime time to grab a holiday bargain, don’t feel pressured into booking in a hurry. Consider your options and shop around to make sure you’re getting the right holiday for you, at the right price. If you are flexible on destination, there are offers throughout the year.”

ATOL is the financial protection scheme which protects consumers if their holiday firm stops trading, making sure they don’t get stuck abroad or lose money.

ATOL’s top 10 tips to protect your 2026 holiday bookings:

Do your research and look out for holiday fraud:

1. Research your travel company and planned trip before you book, particularly if it is a company you haven’t travelled with before, and shop around with other providers to check it really is a good deal.
2. Check the web address is legitimate and has not been altered by slight changes to the domain name.
3. Don’t reply to unsolicited messages, emails, texts, social media or calls with holiday offers. Links and attachments in emails may lead to malicious websites or download viruses.
4. Book travel insurance as it can provide extra protection if the holiday doesn’t work out quite as intended. The type of cover will vary so always carefully check the insurance terms and conditions for full details of cover.
5. Make sure your package holiday is ATOL protected. Consumers can easily check if their holiday provider is ATOL protected by using the Check for ATOL tool on our website.
6. Look out for hidden costs and charges. For example, if you want to amend the booking before you travel or if you need to pay for extra baggage.
7. Use a credit card for holiday bookings if possible. A credit card may provide additional protection for your trip, under Section 75 of the Consumer Credit Act.
8. Stay updated on international travel requirements for where you’re heading. This includes passport validity, visas, and entry restrictions.
9. Keep essential documents safe. Save and organise bookings, receipts, copies of passports and insurance documents for easy access during your trip. 10. Plan your packing – to avoid queues at security and fly safe, make sure you don’t put the wrong things in your bag.
10. Plan your packing – to avoid queues at security and fly safe, make sure you don’t put the wrong things in your bag.