TUI REVEALS WHY ‘CHRISTMAS EXHAUSTION’ IS THE TOP REASON WE WANT TO BOOK A HOLIDAY IN THE NEW YEAR.

• Brits would have started looking for this year’s holiday on New Year’s Day and around four out of ten (37%) are likely to book a summer holiday around this time of year. 
• On average it takes the typical adult 53 hours to find their dream holiday 
• Two in 10 people book their next holiday less than a month after returning home 

January 3rd 2024 – New research revealed by TUI* states most Brits would have started looking for this year’s holiday on New Year’s Day and around four out of ten (37%) are likely to book a summer holiday around this time of year.  

Commercial Director Phillip Iveson at TUI UK & I said: “For years we have seen huge demand post-Christmas to search for, and book a holiday, and we expect this January to be no different. We know that people are keen to look for their future travel plans at this time, appetite for travel has never been greater and we are offering some incredible deals this new year across all of our product including; up to £300 savings on selected holidays, thousands of free kids’ places, low deposits to secure your holiday as well as extra savings in the TUI app. 

Whether it’s a seven-night beach holiday, three-night city break or a 14-night cruise, we cater for all needs and durations. With more destinations on offer than ever before and flying out of 22 regional airports, we look forward to welcoming new and existing customers on their holidays this year.” 

On average it takes the typical adult 53 hours – more than two days, to find their dream holiday and after booking a break 65% said they were ‘excited’, 35% said they felt ‘satisfied’ and 34% felt more ‘cheerful’. 

Psychotherapist and Life Coach, Anna Williamson explains: “The minute December festivities are over, many people experience a hormone crash. Our brain chemistry is altered by this heightened state of joy and so it is craving another oxytocin and dopamine hit – which are our brains’ reward, comfort and love hormones. That’s why we scramble to book a holiday in January, inspiring the phenomenon known as Sunshine Saturday (6th January), to help re-create the buzz.”

Moreover, neuroscience studies show that so-called ‘braincations’ trigger the release of neurotransmitters and can boost mood, reduce stress and improve cognitive function. A holiday also improves our ability to think creatively and can have lasting effects on the nervous system, allowing it to better recover from injuries such as strokes and improve heart health. In addition, improve sleeping patterns, which could last up to two weeks after you arrive back home, according to one study.  

Previous research by TUI reveals that Brits get into ‘peak’ holiday feeling 43 hours into a trip and the average person loses this sensation around 3.7 days after unpacking their bags and over 2 in 10 people book their next holiday less than a month after returning home. 

Around one in three (29%) opt for a European beach break, with 30% choosing a week break, 12% opt for ten days and 15% book for two weeks.  

TUI is expecting this year’s sales to be stronger than January 2022, and January 2020, before the pandemic struck. 

Top reasons for booking a summer holiday now: 

44% To have something to look forward to 

33% It’s exciting looking for somewhere to go 

25% I think it’s cheaper to book then 

23% It helps get me / us through the most miserable part of the year 

22% I feel we physically and emotionally need a holiday 

20% Always book a summer holiday after Christmas 

12% We have to book them off work before other people get that time off 

12% We are exhausted after Christmas and booking a holiday gives us a buzz 

11% We’re both off work so it’s easier to find the time to look around 

ENDS 

*This research of 1,000 UK based Britons aged 18 and over was commissioned by TUI and conducted by 3Gem during December 2023. 

TUI.co.uk | Holidays, Flights & Cruises 2024 / 2025

 TUI UK & IRELAND 

TUI, the largest global travel and leisure company is the business behind First Choice, Marella Cruises and Crystal Ski Holidays brands, as well as TUI Cities, TUI Lakes & Mountains, TUI Tours, TUI River Cruises, and its leisure hotel brand TUI BLUE. TUI also provides thousands of experiences in 100 countries through TUI Musement, one of the world’s leading tours and activities digital platforms. 

TUI UK & Ireland has a team of over 11,000 employees and its full holiday programme serves millions of customers each year. Across the world they have over 4,500 destination team employees taking care of guests on their holidays. 

Its airline, TUI Airways, operates to over 79 destinations in 33 countries with 68 aircraft from 22 UK airports.  

The retail estate is made up of 315 retail stores including TUI superstores where TUI’s travel experts take care of all customers’ needs.