Advantage chief Julia Lo Bue-Said said turn of year trading had so far marked a shift in booking behaviour away from one "standout peak day" towards a succession of so-called "super Sunshine Saturdays".
After a lacklustre first Saturday of the year when peaks typically bursts into life, which Advantage said fell too close to the new year, members' sales revenue increased by nearly a fifth year-on-year (17%) during the second weekend of the year, while average booking value increased by 8%.
Moreover, booking volumes and revenue last weekend were both almost double the previous weekend (+90%), which Advantage described as "a natural but telling acceleration" – one it expects to continue throughout the rest of the month.
Advantage said members' clients were booking early for key travel periods. Nearly 50% of Advantage's bookings this peaks have been for summer 2026, with May proving the most popular month. This is followed by the current winter season, with February proving most popular for late getaways.
"This early commitment reflects growing confidence and a desire to secure the best choice of accommodation, flights and pricing," said the consortium. "It also underlines why January remains such a critical month for travel sales and why enquiries made over busy weekends so often convert on Mondays, which continue to be key trading days."
All-inclusives comprise the largest share of Advantage members' January bookings so far, upwards of 40%, which Advantage said underlined a ongoing a trend that "gathered pace throughout last year".
"This shift directly supports the rise in average booking values and highlights a clear change in mindset – consumers are choosing value for money over the cheapest headline price," said Advantage, adding this was proving particular important to families and couples keen not to budget once they arrive in destination.
'No negative sentiment around booking the US'
Advantage members' cruise sales revenue was up by nearly a quarter (+23%) year-on-year during the most recent weekend's trading, driven by greater availability, a more diverse range of available itineraries spanning summer sun to arctic exploration, and a broader roster of ships catering to more distinct audiences.
The consortium said demand for western and eastern Med sailings were proving equally popular, with second-quarter departures in particularly high demand.
Contrary to some mixed views throughout the trade, Advantage believes the US will continue to be one of the most in-demand long-haul destinations this year, with Orlando, New York and Las Vegas topping clients' hit lists.
"Importantly, members are reporting no negative sentiment around booking the US, and interest is only set to grow further this year," said Advantage, flagging a slew of major invents inspiring travellers from the 2026 Fifa World Cup, the 100th anniversary of Route 66 and the 250th anniversary of US independence.
Advantage said these events were "encouraging travellers to see the country in a deeper, more meaningful way", whether that's via a city or theme park break, or a classic fly-drive adventure.
'Demand strong, confident, and increasingly value-led'
Finally, Advantage believes all the trends driving turn of year demand is being underpinned by clients' want for expert advice and personalisation, with agents uniquely placed to cut through complicated board types, cabin categories and fares, as well as advise on geopolitical realities and new entry requirements.
The result, the consortium said, was a greater number of members not just retaining clients, but attracting new ones too. "Customers want reassurance, insight and tailored recommendations, particularly when making higher-value bookings, and are looking for expert advice."
Lo Bue-Said added: "January 2026 is proving travel demand is strong, confident and increasingly value-led. From a strong start for the US and the continued dominance of all-inclusive, to the rapid growth of cruise and earlier booking patterns, customers are being more intentional about how and when they book."
