It's 'Sunshine Saturday' - but Britons have been warned over cheap deals
The first Saturday after the festive period is nicknamed Sunshine Saturday by the UK travel industry.
It is typically the most popular day of the year for holidaymakers to book a trip abroad.
But in the middle of a cost of living crisis and a travel industry still recovering from the aftermath of COVID, what can we expect from this year's holiday booking bonanza?
Experts' predictions
We asked some travel companies what they thought the weekend would bring, with the vast majority feeling pretty confident.
TUI's UK and Ireland commercial director Phillip Iveson says he expects the huge demand in previous years to be repeated this weekend, while a spokesperson for Jet2holidays says they expect "the usual Sunshine Saturday rush".
Jonathon Woodall-Johnston, chief operating officer at Hays Travel, says he thinks today will be "the biggest Saturday of the year".
Most outlets have already noted a strong demand post-Christmas and New Year, with deals to be had.
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Deals, you say?
That's right. Families confined by the school holiday calendar are expected to be the big winners, with experts suggesting prices won't get much cheaper for them this year.
The headline deals include £50 off per person on all holidays at Jet2holidays, or up to £300 savings on selected holidays at TUI.
Don't be afraid to have a good look through the providers, you may find some gems - like Easyjet Holidays offering up to £300 off each booking made through Hays Travel.
There's also deals on the little things - like 20% off travel insurance policies at Holidaysafe.
Mr Woodall-Johnston from Hays said Spain, Portugal, the Canaries and Turkey are always popular on Sunshine Saturday - so perhaps some deals should be expected at those destinations.
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There's a but...
It's never all sunshine and rainbows, even on Sunshine Saturday.
The New Year sales certainly aren't the only opportunity to bag a discount, so if your wallet is feeling a bit empty after Christmas don't feel pressured to join in on what is, in reality, just a big marketing event.
Vix Leyton, consumer expert at hotukdeals and host of the False Economy podcast, is keen to warn consumers about the likelihood of hidden costs and small print.
She says: "The excitement of the red stickers and promise of meaningful money off can often lead to hurried decisions that you pay for later."
A lot of deals include flights at bad times, no transfers at the other end or bookings through third-party sites that incur fees, she warns.
"While there will undoubtedly be a few flagship deals to hook you in, a lot of them will amount to 'so what?' savings that you could make at another time of the year through savvy shopping around."
How do I protect myself going into Sunshine Saturday?
Traveller protection scheme ATOL and the UK's aviation authority have urged consumers to exercise caution when looking to secure bargains.
We've listed a number of top tips below, but the biggest is probably to check your terms and conditions to ensure your holiday is ATOL protected.
What does that mean?
The ATOL scheme steps in to ensure you won't be left out of pocket if your holiday company ceases to trade - by assisting them to get home if they are already abroad or allowing them to make a claim if they are yet to travel.
In other words, it's insurance for your actual holiday package (not to be confused with travel insurance - which really is a must).
Here are some other things to think about on Sunshine Saturday:
Organise a package trip - it's more likely to be protected
Read your T&Cs thoroughly
Conduct proper, like-for-like research
Watch out for fraud
Pay using a credit card
Be wary of hidden additional costs
Stay updated on the latest travel requirements to your destination
