Agencies anticipate arrival of true 'Sunshine Saturday' this weekend
Harry KembleThe UK’s major travel agency brands are gearing up for what they hope will be the busiest Saturday of January – and possibly of the year – this coming weekend following the recent cold snap and a mid-week Christmas.
With Christmas and New Year falling mid-week, the year’s first full week of trading has come slightly later than usual, hampered in some places by plummeting temperatures and heavy snow.
However, agents are hopeful the first true "Sunshine Saturday" of the year is imminent.
Travel Village Group chief executive Phil Nuttall said: “Our business is still waiting to get going. It’s been a steady start. Sunshine Saturday is probably going to be this weekend. I’ve always thought that.”
He said the poor weather around the country had had a “massive” impact on sales, but he admitted his business had avoided the sluggish starts some had experienced. “The shop is doing well and we’re getting walk-ins,” Nuttall added.
Barrhead Travel managing director Nicki Tempest-Mitchell said the Scottish independent had enjoyed “a stronger start to the year than anticipated”. However, she added: “Most people are now back to work and school, and we are gearing up for a very busy week ahead.
“After ending 2024 with another record-breaking year under our belts, we’re optimistic 2025 will bring sustained demand for travel booked with reputable travel agents.”
Tempest-Mitchell said initial customer booking habits suggested “family favourites”, such as Tenerife, Lanzarote and Majorca, were proving popular.
Nuttall highlighted how family bookings were always strong this time of year, with operators tending to offer free places to children to stimulate the multi-generational market.
A Hays Travel spokesperson stressed Sunshine Saturday for the UK’s largest travel agency is always on the first weekend after schools reopen.
"At this very early point in January, we are seeing year-on-year trading up by over 20%, although weekend transport cancellations resulted in a mixed picture across the country,” they said.
"Indications are that people are still prioritising travel and want to plan and book their holiday now to make the most of the great deals on offer and to have something to look forward to in these colder months.”
’Stupid’ discounting warning
Nuttall, though, issued a warning to land-based operators discounting to drive peaks business. “We’re seeing some high discounting in some areas that is not helpful,” he explained. “We’re looking for our tour operator partners to be considerate of the trade and not do back door deals.
"There’s a lot of capacity out there. We just ask operators help us to help them get those bookings. Discounting is stupid. It comes in waves, but we’re more aware of it this time of year."
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