Why January Is the Smartest Time to Book Your Next Holiday
January is the time of year when our thoughts naturally turn to the months ahead: planning new adventures, imagining sunnier days and dreaming of escaping the cold and grey. It has also become the prime month for holiday planning, and not just because we are all ready for something to look forward to.
Traditionally, January was when many people reassessed their plans and finances. Today, there is even more at play. Flight pricing has changed, capacity is tighter and the most sought-after hotels and villas are selling out earlier each year.
Many of us remember a time when last-minute bargains were more common, but the market has shifted. Waiting until the last moment rarely guarantees the best price or availability anymore. In short: January is the time to book with choice, rather than compromise.
Here is why thinking ahead now can make your 2026 holiday planning smoother and more rewarding.
1. Early availability from airlines and tour operators
Peak holiday flights and popular hotels are now released many months in advance. Summer and peak-season travel is going on sale earlier than ever in response to strong demand.
Booking early gives you access to:
The widest choice of dates and flight times
The best selection of rooms, villas and suites
More flexibility with durations and itineraries
This is especially important if you are planning:
A long-haul escape
A multi-stop itinerary (for example, a city plus beach combination)
An experience-focused holiday, such as a safari or a cruise
Booking sooner also allows you to spread the cost over a longer period, which can make premium or long-haul trips feel more manageable.
2. Prices Rise Fast After January & Booking Early Saves You Money
Airlines now use dynamic pricing models, which means fares change in real time depending on demand, search activity and availability, sometimes multiple times a day. Even if a flight is not full, prices can jump quickly as seats sell.
This in itself is not new, but recent years have brought another factor into play: capacity. Aircraft manufacturers and airlines are still catching up from pandemic-era backlogs and supply constraints, which has meant fewer new seats overall. Less capacity typically means:
Less availability on popular routes and dates
Fewer opportunities for last-minute discounts on unsold seats
Today, the lowest fares are often offered early to secure cash flow, making the old habit of “waiting for a late deal” a much less reliable strategy.
At the same time, AI-driven search tools and smarter booking technology mean travellers can compare more options, more quickly. When a good fare appears, it is often snapped up faster than before. Booking in January gives you a head start, rather than leaving things in the hands of algorithms and chance.
3. Shoulder Season Travel Is Booming
Another quiet shift that matters for 2026 is how we think about when to travel. More clients are rediscovering the value of shoulder season trips in spring and autumn.
Changing climates, extreme summer heat, wildfires in some European destinations and heavy peak-season crowds have all influenced demand patterns. For many destinations, travelling in May or late September can now offer a much better balance of:
Comfortable temperatures
Fewer crowds
A more relaxed, local feel
Often, more attractive pricing
Planning early in the year gives you the first pick of those shoulder-season dates, which are becoming just as desirable as traditional summer weeks.
What is new from Bristol Airport for 2026?
As a Bristol-based travel consultant, I am especially excited about the developments at Bristol Airport, as they open up more options without the need to travel via London.
For 2026, highlights include:
New easyJet routes from Bristol, including Bari, Cape Verde and Seville, opening up southern Italy, winter sun options and southern Spain. For winter travellers, new routes to Vienna and Verona will also make Christmas markets more accessible.
Jet2’s biggest ever summer 2026 schedule from Bristol, with flights to around 35 sun and city destinations across Spain, Greece, Turkey, Portugal and more, plus over 110 weekly departures during peak periods.
Longer-term plans: Bristol Airport is consulting on a masterplan through to 2040, which includes potential East Coast US and Middle East connections. This could transform international travel options from the South West in the coming decade.
All of this means more choice from our local airport, but popular routes and peak dates will still sell out quickly. Booking early is the best way to make the most of these new options.
What does this mean for your 2026 holiday?
Putting it all together, here is how January planning can work in your favour:
Book early for the best choice and value
Especially for school holidays, peak summer, long-haul trips or special itineraries like safaris, cruises and multi-stop journeys.Consider shoulder seasons for a better overall experience
Spring and autumn often bring kinder weather, fewer crowds and, in some cases, better pricing, while still offering that “getting away from it all” feeling.Recognise that true last-minute deals are rarer
Dynamic pricing and limited capacity make late bargains far less predictable than they once were. If you have specific dates or a particular type of holiday in mind, planning now is kinder to both your expectations and your budget.Stay open to new routes and ideas
New flights from Bristol may make destinations like southern Italy, Cape Verde or Andalusia more convenient than you realised.
By thinking ahead, you give yourself the luxury of choice: the right destination, the right dates, the right style of travel and the right balance between budget and experience.
Ready to plan your 2026 escape?
If you would like expert guidance on choosing and planning your 2026 adventure, I would love to help you explore your options and create a holiday that is truly right for you.
Whether you are dreaming of a lazy beach break, a once-in-a-lifetime long-haul journey or a family holiday packed with memories, I will take care of the details so you can focus on the fun part.
Fill out the enquiry form to start planning your 2026 holiday now, while the very best options are still available. Your next adventure is closer than you think.
Hi, I’m Tina, your personal travel consultant.
Whether you're planning a relaxing getaway or a once-in-a-lifetime adventure, I’m here to take the stress out of travel so you can focus on making memories. With 12+ years of experience, I’m here to help you navigate the planning process, uncover hidden gems, and create a seamless itinerary tailored just for you.
Ready to plan your dream trip? Get in touch today. I’d love to help you make it happen!