What is Sunshine Saturday in the UK travel calendar?

Across the UK travel industry, “Sunshine Saturday” refers to the first Saturday after people return to work in January. It has traditionally been one of the busiest days of the year for booking holidays.

UK travel firms report that phones, websites, and high street shops all see a spike as people plan their next break once the festive period ends. In recent years, the travel association Abta has highlighted strong early booking demand, with around three in five people saying they plan to travel abroad and more than 30% planning to book earlier than usual to secure value.

Large holiday brands see this in their own data. In one Sunshine Saturday, TUI reported almost one million people visiting its website or shops in a single day and around forty thousand holidays booked in 24 hours. That is a clear sign that many trips for the rest of the year are planned in January, not at the last minute.

For hosts, the important point is not the exact numbers. It is the pattern. January is when many guests move from browsing to booking. That includes people who will stay in UK cities, coastal towns, and countryside breaks, not only those heading abroad.

Thinking about letting your place this year?
Get a free income estimate and see how a managed listing with Houst could fit into your plans before the next Sunshine Saturday rush.

What Sunshine Saturday means for UK holiday let demand

If flights and package holidays spike in early January, what does that mean for an Airbnb style listing or serviced apartment in the UK? The behaviour behind Sunshine Saturday is simple. People want something to look forward to. They sit down with their calendar, choose dates, and try to book in one go.

That often means:

• Families locking in school holiday weeks
• Couples planning city breaks and anniversary trips
• Friends booking long weekends around bank holidays
• People abroad planning to visit the UK later in the year

When flights, ferries, and packaged breaks are booked, many guests then search for stays that feel more like home. Flats, houses, and unique properties across the UK all sit in that “next step” of research.

Travel firms and agents also report that, even under financial pressure, many travellers trim other spending before cutting a holiday. The Guardian That resilience in demand filters through to accommodation. Guests might choose shorter stays, travel to “better value” destinations, or prefer self catering, yet they still travel.

For hosts, this means:

• January interest is not just noise. It reflects real demand.
• Prices and minimum stays need to match how guests now travel, not just how you travelled ten years ago.
• A strong January can set the tone for the rest of the year.

Want your listing to stand out when guests start booking?
Houst can help you set competitive pricing, improve your listing, and manage guests so you can benefit from early season demand without adding extra work.

When guests book vs when they stay

You do not need perfect data to see patterns. Travel brands share a few clear signals. They see heavy website traffic between Boxing Day and mid January, plus large numbers of bookings for later in the year.

Here is a simple way to think about timing for a UK holiday let:

Every property and location is different. A seaside cottage will behave differently to a city centre flat. That said, Sunshine Saturday sits right at the start of that first booking window. It is often when guests first commit money to their annual travel plans.

Not sure how far ahead to open your calendar?‍

Speak with Houst about a calendar and pricing setup that matches your local demand pattern and your own plans to use the property.

Getting your property ready before the booking rush

You do not need a complete renovation before you host guests. Small, focused changes add up. Aim to have these in place by late December so you are ready for Sunshine Saturday and the weeks around it.

1. Sort the basics guests care about most

• Good quality mattress and bedding
• Reliable heating and hot water
• Strong Wi-Fi with the password easy to find
• Blackout curtains or blinds in bedrooms, especially in UK summer

These are the things that drive reviews more than fancy decor.

2. Refresh your photos

January bookings are driven by photos as much as price. If your current pictures were taken on a phone at night or in poor weather, consider:

• Shooting on a bright day
• Showing every room and key features such as garden, balcony, or work desk
• Including at least one clear exterior shot so guests recognise the property

A managed service like Houst can arrange professional photography if you prefer not to handle it yourself.

3. Tighten your listing description

Keep the description honest and clear. Focus on:

• Who the place suits, for example “ideal for a small family” or “perfect for two friends on a city break”
• A few standout features, such as parking, transport links, or outdoor space
• Any essential notes, such as stairs, low ceilings, or pet rules

Avoid overpromising. Under-promise and over-deliver instead.

4. Set a simple, flexible pricing strategy

You do not need complex tools on day one, but you do want to avoid underpricing or overpricing.

• Check similar listings in your area to understand a sensible nightly range
• Charge a little more for peak weekends and school holidays
• Consider slightly lower prices for your first few bookings to build reviews

If you work with Houst, we use dynamic pricing tools and local data to manage this for you.

5. Decide how hands-on you want to be

Before the phones and inboxes start to ping, decide:

• Will you handle guest messaging and check-ins yourself
• Do you have reliable cleaners or a housekeeping service lined up
• What happens if something breaks while a guest is in the property

If you prefer a hands-off setup, a management partner can coordinate cleaners, maintenance, guest support, and reviews on your behalf.

Need a full playbook for running a holiday let, from pricing to cleaning and reviews? ‍

Read our ultimate holiday let management guide →

What about rules, safety, and tax?

Hosting is a business activity, even if it is part time. Before opening your calendar, take a moment to consider:

• Planning and use class: Check whether your property type and location have any specific planning rules or caps on short lets. Some UK councils have started to consult on new controls for short term lets in certain areas. Confirm with your local council.
• Lease, freeholder, and mortgage lender: If you are in a flat, read your lease and check for any restrictions on holiday lets or subletting. Where needed, speak to your freeholder or managing agent. If you have a mortgage, confirm with your lender.
• Safety standards: Make sure you meet UK fire, gas, and electrical safety requirements for short term accommodation. That may include smoke alarms, carbon monoxide alarms, clear fire escape routes, and regular gas safety checks. If in doubt, confirm with the relevant authority or a qualified contractor.
• Insurance: Standard home insurance may not cover paying guests. Ask your insurer about cover for short term lets and consider host-specific policies.
• Income and tax: Hosting income can be taxable. Speak with an accountant or HMRC if you are unsure about allowances, record keeping, or how to report this. Confirm with the relevant authority before relying on any online rule of thumb.

None of the above is legal or tax advice. Always confirm with your local council or another relevant authority if you are unsure how rules apply to your exact property and circumstances.

Want a clearer checklist of legal essentials before you list your place on Airbnb in the UK? ‍

Read our legal guide for UK Airbnb hosts →

How Houst helps you ride the January booking wave

Sunshine Saturday is only one day, but it sits inside a much wider early season. From Boxing Day through to the end of January, guests research, compare, and book. Keeping on top of that as a new host can feel like a lot.

A management partner such as Houst can help by:

• Setting up or improving your listing on key booking platforms
• Using data led pricing that reacts to demand, local events, and seasonality
• Handling guest messaging and screening, so you are not tied to your phone
• Organising professional cleaning and hotel standard linen
• Providing a host dashboard so you can see bookings, earnings, and reviews in one place

That way, you can capture early demand, build a track record of good reviews, and still enjoy your own time away.

Want to stay on top of new rules and trends that affect short let earnings through the year?

‍Read our update on what to expect for short let management →

FAQs

1. When is Sunshine Saturday each year?
Sunshine Saturday is usually the first Saturday after people return to work following New Year. The specific date changes each year, so check a calendar for the coming January.

2. Does Sunshine Saturday only matter for people booking package holidays?
No. The term comes from the package travel sector, but the behaviour affects all types of trips. When people commit to flights and packages, they often book or research accommodation at the same time, including holiday lets and serviced apartments.

3. Is there still strong demand for holidays in a cost of living crisis?
Industry research suggests many people still plan at least one holiday, even when budgets are tight. Travellers may shorten trips or choose lower cost destinations, yet they often prioritise getting away over other spending.

4. Does Sunshine Saturday matter if my property is in the UK, not abroad?
Yes. Many Brits book domestic breaks as well as overseas holidays. UK city breaks, coastal escapes, and countryside stays benefit from the same early planning behaviour, especially around school holidays and long weekends.

5. How far ahead should I open my calendar?
For most UK locations, it is sensible to open at least six to nine months ahead. That lets guests book Easter, summer, and early autumn trips in January and February. If you plan to use the property yourself, block out your own stays early so guests do not book those dates.

6. Should I drop prices heavily in January to attract bookings?
Not usually. It is better to set fair, competitive prices that reflect your area and property quality. You might offer slightly keener rates for your first few bookings to build reviews, but avoid a race to the bottom that is hard to reverse.

7. What if my area is very seasonal?
Seasonal areas, such as seaside towns, often see bookings for peak summer weeks made in winter and early spring. For those markets, having your listing and pricing ready before Sunshine Saturday is even more important, as key weeks can sell out early.

8. Do I need a management company, or can I do this alone?
You can host alone if you are happy to handle guest messages, cleaning, and maintenance. A management partner such as Houst is useful if you live far from the property, have limited time, or want expert help with pricing, marketing, and operations.