From the Caribbean to the Far East and the Indian Ocean to South Africa, the January “peak season” has seen strong demand for long-haul holiday bookings for the year ahead with sales 14% ahead of last year, according to worldwide travel company Kuoni.
It’s been one of the best January and early February sales periods since 2019, as people seek out long-haul winter sun, family adventures and multi-centre escapes.
On the bestseller list, the Maldives is out in front, with Thailand, Mauritius, Sri Lanka, Bali, Antigua, Vietnam, Bali, the USA and South Africa respectively making up the rest of the top 10.
1. THE MALDIVES
This continues to be Kuoni’s number one destination thanks to a wide range of resorts on offer. While remaining Kuoni’s number one spot for honeymooners, it is also appealing to different types of travellers. In 2025, it’s popular for lastminute winter escapes as well as great-value summer holidays for families looking for a long-haul alternative to Europe. Late 2025 and early 2026 trips are also proving to be popular. Kuoni has recently added ananea Madivaru Maldives, a new exclusive resort due to open in spring 2025; it’s turning out to be a huge hit with customers as it offers great-value family pool villas.
ANANEA MADIVARU MALDIVES
Guests can get a double dose of relaxation at this resort which spans two islands connected by an overwater walkway. NEW for 2025
2. THAILAND
Thailand holds strong at number two as it continues its fast-paced growth. Early 2025 sales have been boosted by the British Airways flight from Gatwick to Bangkok that launched at the end of 2024. It’s a hotticket destination and Kuoni is seeing strong demand for holidays in both 2025 and 2026; people are securing their seats before they sell out. It’s also on the rise for families with slightly older children who are looking for a long-haul adventurous trip or heading off on their first multi-centre holiday. They’re looking for different experiences in one country and Thailand delivers with bustling vibrant cities, ethical elephant sanctuaries in natural surroundings and incredible beach resorts.
Multicentre
3. MAURITIUS
While Mauritius is slower in growth compared to last year, we’re seeing a trend for late bookings, with lots of people taking advantage of the great-value, all-inclusive resorts. Kuoni’s rebooted family collection has also put the spotlight on this Indian Ocean gem as it offers an affordable alternative to European destinations in the peak summer holidays. With contracts in euros or pounds, Mauritius is less affected by volatility seen recently in the currency markets so will continue to be better value compared to somewhere like the Maldives (which is based on USD).
4. SRI LANKA
Staying steady in our top five, Sri Lanka is enjoying a resurgence, especially in the late booking market with great-value winter sun holidays on offer. We’re seeing a nice balance of the multi-centre private chauffeur itineraries and single or twin-centre beach escapes. Sri Lanka is perfectly placed to serve both markets and has proved a popular (and similar) alternative to some other Asian destinations where availability has been limited. It’s also a great destination to combine with the Maldives and we’re seeing plenty of people booking a Sri Lanka adventure followed by an island beach break; these trips account for nearly 50% of our Sri Lanka business.
Twin centre
Indonesia 5. BALI
In a world that never stops scrolling, wellness escapes are skyrocketing and Bali is leading the charge. The island is the perfect fit for summer school holidays so it’s popular with families looking for a long-haul August option. It provides them with the opportunity to combine it with nearby destinations to create an epic Asian adventure that will broaden kids’ minds. Kuoni is also seeing a rise in multi-centre travel. Traditionally, Bali was all about Ubud and the beach but there’s been a notable increase in threeand four-centre stays. People are combing the cultural Ubud, the lively resorts of the south with the quieter northern beaches or Lombok or the Gilli Islands.
Multicentre
6. ANTIGUA & BARBUDA
Antigua is Kuoni’s most popular Caribbean destination, rising 10 places on the bestseller list. More generally, Kuoni is seeing a resurgence in the Caribbean as a whole, and it remains a popular winter sun getaway. They’re also noticing more multi-island holidays, thanks in part to British Airways and Virgin Atlantic using some of the main islands as jumping off points to other destinations. Bookings are up for those seeking the chance to visit different islands for the contrasts they offer. Kuoni’s travel experts are now regularly booking one of the main islands for an all-inclusive resort stay, followed by visit to a smaller, lesser developed island for a more authentic Caribbean experience.
7. VIETNAM
Vietnam is leading the way in the experience and adventure travel market as it’s easy to navigate and provides visitors real contrasts: there are bustling cities, serene river and bay cruise options, and fabulous beaches. It’s an affordable destination and can be visited year-round; thanks to the different seasonality across the country, there’s always a time when a region of Vietnam has the perfect conditions for a visit. Kuoni is also seeing that people who may have previously enjoyed Thailand are looking for somewhere a little different so are booking a Vietnam holiday.
Culture buffs
Nature lovers
8. MALAYSIA
Borneo is the big draw for Malaysia, with people looking for amazing wildlife experiences like spotting orangutans in jungle-clad landscapes. Being able to combine these unforgettable encounters with vibrant cities and relaxing beach destinations makes it even more attractive. The popularity of Malaysia has been boosted by The Datai Langkawi being featured on the BBC’s Life Beyond The Lobby series, proving television shows can influence travel.
9. USA
USA is growing in popularity with Kuoni customers and has moved from 15th to 9th spot. This is thanks in part to the company’s recently revamped Florida programme. There has been a huge rise in bookings for Orlando in the family market, especially for multi-generation families. There’s a new Universal Studios Florida park opening this year, which is also increasing the demand from regular Florida travellers looking to be the first to experience the newest addition to the theme park scene.
It’s not just Florida though, USA self-drives are proving particularly popular. The Southern states are trending highly thanks to their iconic tastes and sounds: country music is having its moment and has exploded into the mainstream. And trips that include Nashville, Memphis and New Orleans are all made easier with direct flights. Road trips along the West Coast, with its thriving cities, stunning coastal scenery and great food and drink experiences, are more popular than ever.
Thrill seekers
10. SOUTH AFRICA
The pound still holds strong against the rand, making it a great time to explore South Africa. It’s a popular winter sun destination that has boomed this year, particularly with those who are seeking a late winter getaway. We’re also seeing people planning ahead for next winter hoping to secure their spot to experience the country’s great mix of cities and wildlife experiences.
