TUI survey: Saturdays in January are busiest booking days of the year
People booking holidays to cope with the winter blues
The phenomenon has a name: The first Saturday in the New Year is dubbed “Sunshine Saturday” in the UK. It is the busiest day of the year for holiday bookings in Europe. As a recent survey carried out by the world’s largest travel group TUI Group has shown, January has become the busiest month of the year across Europe for the tour operator, with huge spikes in bookings observed each Saturday in January. This year, the busiest day for holiday bookings in the UK was 7 January and in Germany, Sunshine Saturday will be 14 January. On 7 January alone, more than 27,500 TUI customers in the UK booked their annual holiday. Nearly one million people visited one of TUI’s stores or websites run under the Thomson or First Choice brands on Sunshine Saturday, which is an all-time high.