Peaks already paying off as Advantage sees revenue up 37%

2024 Calendar with Advantage Travel Partnership logoWith bookings up 5% and revenue up 37% against the same post-Christmas period last year, the numbers very much back up Julia Lo Bue-Saids emphasis that "holidays remain a priority for many."

In the lead-up to Sunshine Saturday, where thousands more Brits are expected to book their long-awaited 2024 breaks, the Advantage Travel Partnership is already making leaps on previous peaks periods. 

Revenue totalling 37% more than that earned in the same period (December 26th to January 2nd) as last year is a sure sign that peaks efforts are paying off. Summer 2024 was the focus of 43% of the bookings in this period, followed by last-minute winter bookings for January and February with a 38% share. 

The Canaries, to very little surprise, remains the most-booked destination with 13% of bookings: Tenerife comprised one in three Canary Islands bookings. Spain followed shortly behind with a 7% share.

If that weren't enough proof that warmer climates are very much on the agenda, Greece earning 15% of summer bookings with the Canary Islands and the Balearics comprising 8% each suggests that there's still little faith in consistent sun on home soil this summer.

While Sun puts short-haul in the superior position, long-haul still accounts for a quarter of bookings: New York and Orlando are firm returning favourites that take the mantle as most popular stateside destinations during this period. 

City breaks account for 12% of volume: Paris, Reykjavik and Rome delivering a large share of the city success.

Julia Lo Bue-Said encouraged travel agents to gear up for what she expects to be "an incredibly busy Sunshine Saturday for travel agents whether it's online, on the phone, or on the local high streets."