If you’re rapidly tiring of below-zero temperatures, thermal underwear and dark afternoons, you’re not alone. An estimated 2 million people are expected to book a holiday this week - and around 100,000 are those from the East of England.

According to ABTA, the third week of January is usually the busiest for many travel companies as discounts for people who book their holidays early start to become available.

Rory Sexton, managing director for Dereham-based Economy Car Hire, is delighted that people are looking forward to their holidays, even when the UK deep in the midst of winter.

“It’s great that holiday-goers are planning their breaks this early - what a way to cheer up your week!” he says. “Getting away from it all is so important, and it’s understandable that during the week famously known for ‘Blue Monday’, people are deciding to look to the months ahead. Peoples’ annual holidays are so important to them, and it’s great they’re ignoring the dingy British wintertime and focusing on the summer.”