Unveiling Sunshine Saturday: Your Ultimate Guide to Irresistible Travel Deals Amidst Booking Bonanza!

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The inaugural Saturday of 2025 is nearly here, and for the travel sector, this day marks an important occasion as considerable increases in vacation reservations are anticipated.

With Christmas festivities concluded and New Year’s Eve behind us, January appears quite dull by comparison. For individuals who might be experiencing post-holiday blues, psychologists suggest that Sunshine Saturday has emerged as people pursue a much-needed dopamine boost and, for several, this involves clicking the ‘book now’ button on flights and vacation packages.

“There’s already noticeable interest at the commencement of 2025, and January is known to be the prime period for Brits arranging their holidays. Christmas is far off and the wintry conditions in the UK have us yearning for holidays to anticipate,” stated Martin Nolan from travel search engine and price comparison platform Skyscanner.

To honor the uptick in reservations, numerous holiday providers have introduced Sunshine Saturday promotions, while the typical January sales on package trips and flights are also underway.

From family vacations during school breaks to solo adventures in the city waiting to be planned for 2025, here’s all you should be aware of regarding one of the busiest booking times of the year.

When is Sunshine Saturday 2025?

Sunshine Saturday occurs on the first Saturday of the year, which, for 2025, is on 4 January.

What is Sunshine Saturday?

The Association of British Travel Agents (Abta) regards Sunshine Saturday as one of the most active days for travel reservations throughout the year and anticipates a bustling day for travel agents and tour operators.

Agencies such as Jet2holidays expect a notable increase in bookings this weekend, predicting robust demand for vacations during the summer of 2025, along with dates that extend into the winter months heading into 2026, and even summer 2026.

Moreover, Jet2holidays also forecasts that many will take advantage of last-minute offers for holidays in January, February, and March, as individuals look to escape the chilly and wet UK for much warmer vacations.

The travel firm On the Beach anticipates that as many as six million vacations will be booked this January, but expects larger spikes to occur on payday at the end of the month and again on Sunday 12 January, as that will mark two weeks into the cold, dreary month.

A study by consultancy firm RSM revealed that the appetite for vacations and trips abroad persists for 2025, despite the increase in living costs over the last few years; over 40 percent of the consumers they surveyed indicated they aim to take a longer vacation overseas in the next 12 months – up from 35 percent last year.

Chris Tate, head of travel at RSM UK, commented: “Travel and tour operators will be looking for an increase in year-on-year reservations for Sunshine Saturday in January as demand intensifies.

“Holidays remain a significant priority for many, and the demand in 2025 is set to rise with more travelers planning extended overseas vacations and short trips,” he continued.

“The inclement weather throughout 2024 may be a crucial motivator as consumers look for some sunshine, but even the staycation sector is likely to experience a boost.”

What promotions are available this Sunshine Saturday?

Jet2holidays

Jet2holidays has initiated a campaign providing customers with £90 off per individual for all holidays departing now until 15 November 2026. Customers with a myJet2 account can avail of an even more substantial discount of £100 off per person.

The tour operator also mentions that its ‘Free Child Place Holidays’ continue to be available, compatible with the promotion, allowing families to save across all seasons, including school vacations.

On the Beach

On the Beach is presenting several offers this January, like complimentary airport lounge access for every five-star vacation booked.

Package holiday options include a week’s stay at the four-star Kleopatra Beach in Antalya, Turkey, all-inclusive, including flights departing from London Gatwick on Wednesday 7 July, costing £765 per person.

A week’s stay at the five-star Kenzi Club Agdal Medina in Marrakech, Morocco, all-inclusive, including flights departing from London Gatwick on Tuesday 1 July, priced at £1,132 per person.

A week’s stay at the four-star Be Live Adults Only Tenerife in Tenerife, Spain, all-inclusive, with flights leaving from London Gatwick on Tuesday 1 July, costing £868 per person.

First Choice

First Choice has commenced its January sales, offering up to £300 off on its most sought-after package destinations. First Choice has also teamed up with the travel agency Byway to provide £100 off any flight-free journey booked between 1 January and 31 January using code FIRSTCHOICE100 (with a minimum booking amount of £1,000).

Love Holidays

Loveholidays has initiated a sale over Sunshine Saturday and throughout January.

Available until midnight on 2nd February 2025, loveholidays customers can acquire up to £400 off selected long-haul vacations, up to £250 off selected beach getaways, and up to £175 off selected city holidays.

Lastminute.com

The online travel retailer Lastminute.com has launched a New Year Sale, claiming it to be its most substantial winter sale to date.

Holidaymakers can receive £100 off when spending a minimum of £1,500 using code NYEARUK100, save £200 when spending £2,500 with code NYEARUK200, and £300 when spending £3,500 using NYEARUK300.

The sale concludes just before

midnight on 17 January and codes may be utilized only once.

Secret Escapes

Individuals aiming to book a vacation this year can enjoy discounts of up to 50 percent with Secret Escapes during its January sales for UK staycations, city and beach getaways, as well as international excursions.

British Airways

British Airways is conducting a flash sale that will be active until midnight on 7 January, offering an additional discount of £300 on select holidays.

The sale offers savings starting from £25 when you spend £625+ on a flight and car rental to £300 when you spend £10,000+ on a flight and hotel reservation.

The airline also mentions there are promotions available on flights until 28 January, along with discounts of up to £500 on business class flights and holidays.

Tui

Tui is hosting a sale for the initial two months of 2025, concluding at midnight on 3 March. Shoppers can save £100 per booking when spending £1,000 or more, £200 per booking when spending £2,000 or above, and £300 per booking when spending £3,000 or more by applying the code ‘SALE’ at checkout.

This promotion is applicable on package holidays departing from 1 May 2025 to 31 October 2026.

Virgin Atlantic Holidays

Holidaymakers can receive £25 off per individual on all package reservations, plus an extra £100 discount per booking when spending a minimum of £3,500 per couple, or £4,400 per family of four with Virgin Atlantic Holidays. This substantial weekend sale is currently active and will continue until midnight on 7 January.

The offers are valid for travel from 3 January to 31 December 2025.

Eurostar

To celebrate the New Year, Eurostar is providing one-way standard seat train tickets to popular European city break locations for just £35, with the sale ending at 10:59 pm on 9 January.

No Eurostar promotional code is required for this sale; simply book travel between London and Paris, Lille, or Brussels between 14 January and 03 April 2025 and from London to Amsterdam or Rotterdam between 14 January and 28 March 2025.

Some weekend dates are excluded from the offer, and there are no direct return trains from the Netherlands until 10 February, meaning the promotional period only applies to one-way tickets from Amsterdam and Rotterdam to the UK capital from 10 February to 28 March.

EasyJet Holidays

EasyJet has initiated its ‘Big Orange Sale,’ which currently provides up to £400 off package holidays, with millions of complimentary kids places available until 11pm on 4 February using the code ‘JANSALE’.

The reductions vary from saving £50 when spending a minimum of £500 to saving £400 when spending a minimum of £4,000 for travel before 31 October 2026.

Sunshine Saturday deals include even nights at the four-star Mitsis Messonghi in Corfu on an all-inclusive basis for £575 per person, which includes 23kg of luggage per person, transfers, and flights from Edinburgh airport on 8 May 2025.

EasyJet holidays is also offering seven nights at the four-star Mayfair Hotel in Paphos on an all-inclusive basis for £422 per individual, including 23kg of luggage per person, transfers and flights from London Gatwick airport on 21 April 2025.

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