Cruise sales have helped Not Just Travel post a record-breaking January, with bookings outperforming land-based holidays

Overall sales for the homeworking agency are up significantly year-on-year, with an average uplift of 172 per cent amongst consultants who increased their sales during the period.

The company has since experienced four times as many record-breaking sales days throughout January compared to the same period last year, including its busiest Saturday on record. It expects this momentum to continue into February.

Cruise bookings were a particular standout for the company, with sales growing 1.6x faster than land sales. Long-haul destinations, including the USA, Caribbean and UAE, continue to drive high average booking values, while summer 2026 departures are already accounting for 46 per cent. Last-minute bookings account for over 30 per cent of bookings.

January has also seen a big growth in ‘milestone holidays’ for the brand, with a record number of bookings over £20,000 in value in one month, and the biggest being over £210,000 in value.

Steve Witt, co-founder of Not Just Travel, said: “Following our early predictions, January 2026 has started our biggest Peaks ever. The momentum started even before Christmas Day and has exceeded even our highest expectations.

“Our consultants have been incredibly well-prepared, having spent months building their client networks and ensuring customers are engaged, informed, and ready to book. It is during Peaks that the quality of our training and the passion of our travel entrepreneurs truly shine and convert into sales.”

The company attributed part of its success to strengthened relationships with its trade partners. Witt added: “Our valuable relationships with key trade partners have created special deals exclusive to Not Just Travel consultants and these have proved highly profitable.

“We’re not just keeping pace with the market; our sales are growing at a faster rate than many suppliers’ own figures. We are a significant industry driving force, and January has set the bar for what promises to be an exceptional year ahead.”