The Advantage Travel Partnership has reported that bookings for 2026 are already tracking 24% ahead of the same point last year. Summer holidays are leading demand, up 27% and accounting for 49% of total 2026 bookings.
While last-minute bookings remain part of the market, the dominant trend for 2026 is a shift towards ultra-early booking, driven by consumers seeking greater value. Winter 2026/27 bookings are already up 24%, representing 6% of overall bookings to date.
Advantage is also reporting a strong uplift in Christmas trading, with bookings for festive travel up 12% year-on-year compared with 2024.
The data covers bookings made between January and October 2025 for travel taking place from December 2025 through to January 2026 and highlights continued consumer appetite for festive, family and value-led travel.
Lapland leads festive demand
Festive trips to Lapland remain a standout performer, with bookings up 30% year-on-year. City breaks to destinations renowned for their Christmas markets, including Prague, Krakow and Berlin, account for 13% of overall Christmas bookings.
Other segments showing growth include cruise holidays, which are up 5%, and ski holidays, which have risen by 6%. Demand for winter sun continues to be resilient, with bookings up 10%.
Long-haul travel overall remains broadly in line with 2024 levels, although Advantage reports a softening in demand for traditionally popular destinations such as Dubai and the Caribbean. In contrast, the Far East has seen bookings rise by 13%, reflecting a growing consumer focus on value-driven long-haul experiences.
For short-haul travel, the Canary Islands remain the most popular winter destination for UK travellers, with bookings up 16% in 2025.
Multigenerational and all-inclusive evolve
Throughout 2025, multigenerational travel has continued to grow, with families increasingly seeking holidays that cater to a wide range of ages. Advantage notes a clear evolution in the all-inclusive sector, with many resorts now offering more premium experiences, including larger accommodation, villas, high-end wellness facilities and curated activities.
These newer all-inclusive propositions extend beyond food and drink to include cultural experiences, local excursions and services such as childcare and babysitting, positioning them firmly within the luxury family travel space.
Early momentum for 2026
The Partnership has also shared early insights into booking trends for 2026.
After a challenging 2025 for travel to the United States, bookings for 2026 are up 20%. Advantage attributes this recovery to major events, including the FIFA World Cup, which will feature both England and Scotland, as well as increased interest in immersive destinations such as the Deep South.
Cruise is also expected to be a standout growth segment in 2026, particularly during off-peak and shoulder seasons. Despite accounting for around 3% of global leisure travel by passenger numbers, demand continues to accelerate, supported by new ship launches and sustained marketing investment. Touring holidays are also performing strongly, with bookings up 25%.
Julia Lo Bue-Said OBE, Chief Executive of Advantage Travel Partnership, said the results reflected the resilience of the independent travel agency sector.
“Across our membership of independent travel agencies we have seen a strong performance throughout 2025 and it’s great that we’re ending the year on a high,” she said. “The strength of trading reflects the resilience of both our travel agent partners and the broader travel sector.
“For 2026, world events, competitive pressure from other source markets and shifting consumer confidence will all shape travel bookings. What will matter most is value, and ensuring agents deploy strong value-led messaging that drives enquiries while helping customers understand what a genuinely good deal looks like.
“Consumers are continuing to focus on getting the best return from their spend. It’s not just about booking the cheapest option, but about seeing the most value from the budget they have. In the year ahead our travel agency partners will be working hard to elevate the booking experience and showcase this value.”
