Skyscanner reveals sky high travel demand in first week of January

Firm achieved record week of demand from UK travellers

Travel price comparison site Skyscanner has revealed its registered a record week of travel demand amongst UK travellers.

2024 got off to a flying start for the firm as analysis shows a growth of 9% YoY in demand compared to the same week in in January in 2023 and the highest volume of redirects, a proxy for bookings, recorded by the company in a single week.

Searches to ‘Everywhere’ also increased by 73% compared to the same week in January 2023.

Top redirected destinations include a mix of long-haul destinations such as Bangkok, New York and New Delhi as well as European short-haul favourites such as Paris, Tenerife and Malaga. 

Top trending destinations indicate popularity in both VFR and winter leisure travel ranging from Sialkot, Pakistan to Tromso, Norway.

Hugh Aitken, VP strategic relations and development of Skyscanner, said: "January is the peak booking time for many travellers and across Skyscanner platforms we are seeing some record-breaking numbers as we start the year. 

"It’s clear that travellers are searching for inspiration and booking ahead for a mix of both leisure and VFR travel. 

"Airlines and destinations will need to compete for this demand, and we are already seeing seat sales being put into the market to this effect.”

Third party data confirms Skyscanner’s strong start to the year. Between the end of 2023 and the start of 2024, Skyscanner outperformed the global flights market, recording +16% growth in visitors compared to the wider market’s +3% growth, 

It's clear to see that travellers still see the value in search and comparison during this peak booking period.