The Advantage Travel Partnership has reported a sharp increase in cruise revenue thanks to increased capacity and more varied itineraries

Cruise continues to be one of the fastest-growing sectors for the consortium, with customers seeking summer itineraries and arctic expeditions, boosted by more availability of ships that cater to different types of travellers. Western and eastern Mediterranean cruises are selling in equal measure, with particularly strong demand for Q2 sailings.

Julia Lo Bue-Said, chief executive officer of Advantage Travel Partnership, said: “As we move through January, traditionally the biggest booking month of the year, the travel patterns we’re seeing across the Advantage Travel Partnership membership clearly show that demand for 2026 holidays is not only strong, but increasingly sophisticated. Customers are booking earlier, spending more and prioritising value, experience and reassurance over simply chasing the lowest price.”

This January has also marked a shift in the company’s consumer booking behaviour, with a full month of what Advantage has dubbed “Super Sunshine Saturdays”, rather than just one standout peak day. The brand said the first Saturday after everyone returned to work proved busier than the traditional first Saturday of the year, which fell too close to New Year when many people were still on leave.

“Across the most recent weekend alone, sales revenue was up 17 per cent year-on-year, average booking value increased by 8 per cent, and both booking volumes and revenue were more than 90 per cent ahead of the previous weekend, a natural but telling acceleration as January progresses,” Lo Bue-Said added.

Customers are being more intentional about how and when they book

Despite concerns rising amongst UK consumers about travel to the US, the destination continues to be one of the most in-demand long-haul destinations for 2026, with Orlando, New York and Las Vegas leading the way.

All-inclusive holidays have taken the largest share of bookings so far this January, accounting for over 40 per cent, reinforcing a trend that gathered pace throughout last year. Summer 2026 is already the biggest-selling season, accounting for nearly 50 per cent of all bookings, with May emerging as the best selling month. Winter 2025/26 follows as the next strongest period, with February of this year the most popular month for those in search of last-minute winter sun and escapes.

Lo Bue-Said added: “In summary, January 2026 is proving that travel demand is strong, confident and increasingly value-led. From a strong start for the USA and the continued dominance of all-inclusive, to the rapid growth of cruise and earlier booking patterns, customers are being more intentional about how and when they book.

“For holidaymakers, that means better choice, better experiences and the reassurance that working with a trusted Advantage, independent travel professional delivers real value, long before the holiday even begins.