Travel agency consortium Advantage Travel Partnership has reported a 12% rise in bookings for travel over Christmas compared to last year while bookings for next year are tracking ahead by 24%.
The consortium released data for bookings made between January and October this year for travel from December 2025 to January 2026, with festive trips to Lapland the most popular, up 30% on last year.
Also popular for this Christmas are city break bookings to Christmas markets such as Prague, Krakow and Berlin, taking a 13% share of overall sales. Sales of winter sun holidays are up 10%; ski breaks are up 6%; while cruise sales have risen 5% this year.
Long-haul sales are on a par with last year but Dubai and the Caribbean, usually popular, have both seen a fall in bookings year-on-year while the Far East has enjoyed a 13% increase in sales as consumers seek more value-focused holidays.
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The Canary Islands is the most popular winter destination this year for short-haul travel, with bookings up by 16%.
Multigenerational travel has continued to grow in popularity, according to Advantage, with all-inclusive properties evolving to cater for the needs of different age groups and offering a broader range of product in the price, from cultural experiences to babysitting services for more discerning clients.
For 2026, next summer is the most popular season on sale, with bookings up by 27%, taking a 49% share of 2026 travel booked so far through Advantage agents.
However, the consortium reported a shift from last-minute sales to ultra-early bookings as clients seek increased value for money for 2026. Bookings for 2026-2027 winter holidays are already up by 24%, accounting for 6% of overall sales.
Despite sales to the US being hit during 2025 as a result of the US administration’s political rhetoric and policy changes, Advantage said events such as the Fifa World Cup are helping to drive increased demand for next year. Bookings to the US for 2026 are currently up 20% for the consortium.
The consortium also highlighted cruise as “exceptionally well placed” to outperform during the off-peak and shoulder seasons next year, thanks to growing demand, new ships launching and rising marketing investment. It described the sector a “standout growth segment” for the next 12 months.
It also forecast tours and touring would be popular in 2026, with bookings currently up 25%.
Chief executive Julia Lo Bue-Said said: “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.
“The strength of trading throughout 2025 reflects the resilience of both our travel agent partners and the broader travel sector.”
She said value messages would be vital in 2026, and said the consortium’s agency members would be working hard to improve the booking experience and showcase holiday value.
She added: “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 deal from their spend, it’s not just about booking the cheapest bargain available, but they want to see the most value from what their budget can afford.”
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