Sunshine Saturday sparks 60% booking surge as Brits chase winter sun

Online travel agency Thomas Cook has reported a 60% year-on-year rise in bookings on Sunshine Saturday, with almost half (48%) of customers due to depart before May 2026, emphasising the continued appetite for both last-minute getaways and early planning as the new year begins.

The booking surge comes as the Civil Aviation Authority forecasts that more than 4.5 million people will book holidays this month, around 200,000 more than during the same period last year.

The Canary Islands emerged as Thomas Cook’s most-booked destination of the day, followed by Spain and Egypt. Egypt recorded the strongest growth of the three however, with bookings up 317% year-on-year, reinforcing the continued popularity of winter sun holidays among UK holidaymakers. 

Long-haul travel saw a significant boost too, with bookings to the USA rising by 550% compared to last year. New York, Las Vegas and Florida proved the most popular destinations, suggesting growing confidence among customers planning big-ticket trips further afield. 

Jaime Thompson, Head of Inventory and Trading at Thomas Cook, said:

"Sunshine Saturday is always a key moment for holiday bookings, but this year’s growth shows just how eager people are to lock in some sunshine early in the year. Whether it’s a last-minute winter escape or planning ahead for 2026 and beyond, customers are clearly prioritising holidays and looking for great value and flexibility.”

Customers booking with Thomas Cook can choose from over 20,000 hotels across 71 destinations throughout Europe, Asia, Africa and the Americas, and enjoy flexible travel options with more than 190 airline partners. All package holidays are ATOL protected, giving customers peace of mind and enhanced financial security, as well as the reassurance of ABTA's Code of Conduct. Book with Thomas Cook:

• Take seven nights with Thomas Cook at the 3* Nobile Hotel Parkway at Celebration Orlando in Florida on a Bed & Breakfast basis from £625 per person including flights from London Gatwick on 2 March 2026
• Take seven nights with Thomas Cook at the 3* Elite Fuerteventura by ECR in Fuerteventura on a Room-Only basis from £173 per person including flights from London Stansted on 27 January 2026
• Take seven nights with Thomas Cook at the 3* Falcon Hills Hotel in Sharm El-Sheikh on an All-Inclusive basis from £235 per person including flights from London Luton on 27 February 2026
• Take seven nights with Thomas Cook at the 4* Abora Buenaventura by Lopesan Hotels in Gran Canaria on an All-Inclusive basis from £565 per person including flights from Bristol on 30 January 2026
• Take seven nights with Thomas Cook at the 4* Ona Las Lomas Manga Club in Costa Calida on a Room-Only basis from £178 per person including flights from Glasgow on 27 January 2026