Nearly one million people are expected to visit a TUI shop or the TUI website this Saturday – nicknamed ‘Sunshine Saturday’ - as they search for their annual holiday.
It is predicted to be the busiest day of the year for holiday bookings according to the UK’s largest holiday brand, based on booking figures over the past five years.
Turkey, Montenegro, Halkidiki, Croatia and Cape Verde are expected to prove popular this year with the predicted rise in the mid-haul holiday.
Holidaymakers are also seeking new and exciting destinations when booking beach holidays with some shunning traditional seven- or 14-night breaks in favour of ten- and 11-night holidays, which are expected to become the new normal.
TUI holiday advisors helped most customers find their perfect holiday between 11:0 and 13:00 last year.
Holiday bookings in store peaked at noon with Canaries favourites Tenerife, Palma and Lanzarote topping the list as the top three destinations.
For customers looking to travel further afield, Goa, Costa Rica and Vietnam are expected to be in high demand for 2018.
Sunseekers who are looking to experience more during their annual holiday have helped see the rise of multicentre holiday bookings in 2018.
Richard Sofer, commercial director for TUI UK & Ireland, said: “Over the last few years we’ve seen an early booking trend for summer holidays and this week we expect this trend to continue with our busiest booking day of year taking place on Saturday.
“This year we expect to see Brits returning to classic mid-haul favourites such as Turkey and exploring new destinations such as European hotspot Montenegro, which is set to be the new mid-haul gem, as people look for holidays that offer more than just a week on the beach.”