Travel agents have reported record-breaking sales in the first weeks of January, as Europe residents are eager to book sunny getaways and foreign adventures for 2025. The first Saturday after the first full week in January, known as ‘Sunshine Saturday,’ typically sees a flurry of bookings as travel companies offer tempting deals. This year was no exception, with companies like Hays Travel, Hoseasons, and cottages.com experiencing unprecedented sales over the weekend. Adventure travel is also in high demand, with Dnata Travel Group seeing a surge in bookings for destinations like Japan, Kenya, and Sri Lanka.
Booking early for 2025 travel is recommended, as operators, airlines, and cruise lines typically offer significant savings and added value in January. Barrhead Travel reported that bookings for summer 2025 had already surpassed those of the previous year. Booking early not only ensures savings but also increases the chances of getting the first choice of accommodation. Consumer company Which? also emphasizes the importance of booking early, citing potential savings of up to €200 for holidays in Portugal and €165 for Italy by booking eight months in advance.
For package holiday seekers looking to book for summer 2025, the best time to book may be in December or January according to data from Which?. However, popular destinations like the Balearic Islands, Canary Islands, mainland Spain, and Turkey may offer even cheaper prices in a second booking window in May. For Bulgaria and Cyprus, booking just weeks before departure could result in the lowest prices due to overestimated demand by tour operators. Flexibility in booking last-minute can also unlock significant savings, especially for city breaks or leisure stays at resort hotels.
In terms of holiday home bookings, VRBO recommends booking in February to secure summer stays, as by April, over 70% of summer bookings will be made. Opting for ‘shoulder season’ stays just outside the high season can offer good weather at a fraction of the cost, with longer stays attracting a 10% discount. For Easter holidays, VRBO suggests booking by 20 January, and for summer holidays by 17 February, with bookings made no later than 28 April. Booking trends also show that hotel stays starting on a Sunday for city breaks and midweek arrivals for resort hotels can result in cost savings compared to peak days such as Fridays and Thursdays.
To avoid crowds while traveling, analysis by OAG found that the busiest air travel days over the past 15 years have fallen between 20 July and mid-August (excluding pandemic years). Particularly busy days include the second Friday in August, with a higher likelihood of long queues, delays, and cancellations for travelers flying on Fridays in early August. Consideration of when to travel based on crowd levels can help ensure a smoother and more enjoyable travel experience.
