NEWS
SIMPLY AIRMAZING: Virgin Atlantic hosts 200 trade partners at the inaugural AIRmazing Awards, held at the De Vere Beaumont Estate in Windsor. The annual event, organised alongside Delta Air Lines, featured a performance from Pam Ann – the air hostess alter ego of Australian comedian Caroline Reid – as well as a marketplace and networking opportunities. The event concluded with an awards ceremony in the evening to recognise the achievements of trade partners, with data from the Sky High Club – Virgin Atlantic’s trade rewards scheme – determining the winners. Pictured from left are: Nick Johnson, Virgin Atlantic; Sarah Graham, Virgin Atlantic; Tembi Xavier, Sandals; Andy Speed, ATPI; Carl Breton, Travel Counsellors; and Dionne Fagan, LoveitBookit.
Booking values up in early peaks as later upturn in sales predicted
Samantha Mayling
The trade has reported a promising start to 2026, with average booking values up on last year and predictions of bigger sales spikes later this month. Many agents expect momentum
to build, especially with early release of peaks deals by many suppliers before Christmas helping firms to prepare marketing campaigns. John Sullivan, Advantage
Travel Partnership commercial director, reported average booking values up by more than 6% thanks to consumers being “prepared to spend a little more if they think the perceived value is worth it” and “maxing out what they can get with their budget”. He said sales revenue was up 5%
Saturdays need to be renamed Super Sunshine Saturdays.” Chris Logan, Tui UK & Ireland
commercial director, said: “[This year’s] Sunshine Saturday fell very early, so we might see the biggest booking spike later in the month. “Early trends are really positive.
STORY TOP
We’re seeing customers take advantage of our biggest sale ever. We’re confident this booking momentum will continue.” InteleTravel UK and
Ireland managing director Tricia Handley-Hughes commented: “Following a record-breaking year, we have seen a strong start to 2026 with all
sectors showing significant increases. “Overall revenues, from
year on year, with members “busy” with “good enquiries”, adding: “For us, Sunshine Saturday usually happens on the second or, more typically, the third weekend of January…the latter
travelweekly.co.uk
Christmas Day to New Year’s Day, compared with the same period in 2024, increased by 33%. The average booking value has again increased, demonstrating that customers are willing to pay for their ideal holiday.” Steve Witt, Not Just Travel
co-founder, said: “Peaks has started
with a boom. Sales across the board are super strong. We’ve seen average booking value increase year on year by more than 8%.” However, snowy weather and
‘Sunshine Saturday’ falling early this year prompted some caution. A Hays Travel spokesperson
noted “excellent deals on offer”, with customers “actively seeking great value”, but added: “Trading has started slightly slower this January, likely due to adverse weather and the extended holiday period until January 4.” Nicki Tempest-Mitchell, Barrhead
Travel managing director, said sales since Christmas had been “broadly flat…in line with expectations”. “With schools gradually heading
back and normal routines resuming, we’re anticipating momentum to build this week,” she continued. “Early supplier activity has
allowed us to brief and engage our teams well in advance, which really helps drive confident conversations with customers.” Premier Travel said post-Christmas
sales were “positive”, with a “strong” start to January. However, managing director Paul
Waters noted: “We remain cautious, as there is still a long way to go, and our strongest trading days [based on January last year] are still to come. “Typically, our third and fourth
Saturdays of January are our busiest. There’s still a lot of work to do.” Emma Collis, Protected Trust
Services executive director, noted mixed fortunes, with some members reporting flat sales while others were up 7% year on year. She agreed average passenger
spend was up because of rising holiday prices and people choosing to spend more “especially when choosing excursions/tours as opposed to bucket and spade”. Agencies said Spain continues
to lead the way among short-haul destinations, while the US, Caribbean, Dubai and east Asia are performing well in long-haul. Cruise is also in demand, while all-inclusive is the most-booked board basis.
8 JANUARY 2026 5
PICTURE: Virgin Atlantic
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