Sunshine Saturday, the travel industry's much-anticipated day for holiday bookings, is expected to fall on 4 January in 2025. This day, which traditionally occurs on the first Saturday of every new year, sees a surge in people planning their getaways for the upcoming months.
With Heathrow Airport wrapping up its busiest year with two record-breaking months and Virgin Atlantic on track to achieve its first post-pandemic profit in the 2024 financial year, it appears that the travel sector has overcome its passenger woes. However, despite the uptick in numbers, the industry's recovery is ongoing, as reported by .
Travel and tour operators are keenly awaiting an increase in year-on-year bookings to strengthen their financial positions, according to Chris Tate, head of travel at RSM º£½ÇÊÓƵ. "Real wages continue to rise, and with interest rates starting to fall, pressure on household finances is beginning to ease," he noted.
"Consumers are cautiously optimistic but will still be on the lookout for a bargain so we may see another increase in package holidays to help consumers manage costs and budget effectively."
It seems luck—or perhaps shopping trends—is favouring travel companies as Brits increasingly opt for experiences like holidays over purchasing goods. An RSM survey revealed that 41 per cent of consumers plan to take an overseas holiday lasting longer than five days in 2025, a significant increase from 35 per cent the previous year.
The demand for weekend trips abroad is also expected to surge, with nearly a third of consumers planning a short break, an increase from a quarter. The survey found that only 15 per cent of Brits have no plans to travel at all.
As one of the most active days for the travel industry, Sunshine Saturday will provide the first opportunity for companies to gauge consumer spending habits for the year.
