Not Just Travel attributes record January to cruise and ‘milestone’ holiday bookings

Not Just Travel has credited its peaks success to an influx of cruise bookings, with volumes growing faster than land-based holidays.

The homeworking travel franchise group disclosed that growth in peak-period cruise bookings was 1.6 times greater than for land sales, with a concerted focus bringing in repeat and new business.

Among consultants who increased their overall sales during a record-breaking January peaks period, the average uplift was 172% year on year.

Long-haul destinations, including the US, Caribbean and UAE, continue to drive high average booking values, while summer 2026 departures are already accounting for 46% of overall bookings. 

Last-minute accounts for almost a third (30%) of sales.

January also saw growth in ‘milestone holidays’, with a record number of bookings of more than £20,000 in value in one month, and the biggest being worth over £210,000. 

The company 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 momentum to continue into February.

Company co-founder Steve Witt 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."

He added: "What’s particularly encouraging is the strength we’re seeing across all sales types. 

“Our dedicated cruise training has seen consultants grow in confidence and capability, and that’s reflected in the numbers. 

“Meanwhile, long-haul and premium bookings are driving average booking values higher year-on-year, demonstrating that consumers are prioritising experiences and destinations that deliver lifelong memories.

"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."