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09 January 2014 09:23
Jamaica in: The Caribbean destination is expected to be highly popular during 'Sunshine Saturday'
Britons are looking to beat the January blues and current stormy weather by booking holidays to sunnier climes this weekend.
A stampede for getaways is likely as travel companies brace themselves for the so-called "Sunshine Saturday" sales rush.
Travel giant Thomson claims it is geared up for over a million people to visit one of its stores or log on to its website over 24 hours.
Of these, 35,000 customers are likely to take out travel insurance on a sunshine vacation, making Saturday, January 11 the most hectic holiday shopping day of 2014.
Thomson and fellow operator First Choice claim over half of all bookings are expected to be secured on a tablet or mobile phone.
Head of marketing, Jeremy Ellis, said that scores of Britons need a break in the sun to look forward to with Christmas firmly taken care of.
Mr Ellis said: "Over the last few years we've seen a trend towards booking holidays earlier and with record bookings over Christmas we're expecting the rush to continue with our busiest day of year this Saturday."
He said it is also the best time for Brits to benefit from some of the "great" January deals.
Holidaymakers are likely to book trips to Europe and more exotic hotspots such as Jamaica and Mauritius, which are both famed for their paradisal beaches, crystal-clear blue waters and emphasis on fun.
But Greece, the Balearics and the beautiful, emerging resort of Croatia, with its fascinating walled city of Dubrovnik, are expected to be the favourite destinations.
The Association of British Travel Agents said that members are reporting robust bookings and it expects this weekend and the next few weeks to be busy.
Thomson and First Choice claim bookings on Christmas Day and Boxing Day via their websites and phone lines were up 10% on 2013.
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