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2026 holiday trends change: "It's a Buyer's Market"

ended 23. December 2025

“Peaks” is the travel industry's busiest booking period and is when major holiday providers offer their best deals of the year. Traditionally is starts on Boxing Day. This year, it has started several weeks early, with the biggest companies launching their sales earlier than expected. 

Steve Witt, co-founder of UK travel company Not Just Travel says: 

"The UK travel market is experiencing a significant shift. In all my years in the industry, I've never seen major operators release their best offers this early. Traditionally, sales launch from Boxing Day onwards, but this year TUI, Jet2, easyJet and other key players have gone to market significantly earlier, making it an exceptional Buyer's Market.

"The competitive landscape has intensified dramatically, creating outstanding value for consumers who book early. We're also witnessing a marked shift towards luxury and experiential travel, particularly to long-haul destinations, as consumer spending and travel frequency continue to rise.

"The latest ABTA figures show consumers are taking an average of 3.8 holidays per year, supported by increased capacity from regional airports. Jet2's new Gatwick base is evidence of this regional expansion trend.

"Historically, the UK travel industry sees two distinct booking peaks: Boxing Day through to the end of March, when up to 60% of annual bookings occur, and a summer surge. However, 2026 looks set to break this pattern, with strong sales sustained throughout the year as consumers embrace more frequent travel."

We need your thoughts on:

  • Are you planning your next year’s holiday earlier than ever? 
  • Are you taking advantage of the early sales currently on offer?
  • Are your employees booking holiday off earlier than ever?
  • Are you spending more on holidays than ever? Or cutting spending elsewhere to ensure you have exceptional holidays?

1 responses from the Newspage community

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Editor
Kate AllenVerified
Owner at Finest Stays
While the wider travel industry is seeing its traditional 'Peaks' period arrive earlier than usual, the UK staycation market follows a slightly different rhythm. We consistently see a strong surge in domestic bookings from Boxing Day onwards, as guests plan ahead and prioritise securing their preferred weeks in the most desirable locations.

Unlike major tour operators, we don’t compete on heavy discounting at this time. Instead, demand is focused on high-value, in-demand weeks; particularly school holidays and peak summer dates, where there is often intense competition for the very best holiday homes. For UK staycations, this period is less about chasing deals and more about committing early to secure exceptional properties for the most popular weeks.