Savvy customers looking for value-for-money offers have created an early bookings boom, according to Barrhead Travel.
The company has seen a 20% increase in bookings for the first six weeks of the year, compared to the same period in 2016.
Chief executive Sharon Munro said: "We saw a strong year-end performance in 2016 when bookings increased during what is traditionally a quieter period in the industry, and we are delighted to continue this trend into 2017.
"We anticipate continued growth over the coming months through a mix of loyal customers returning to book with us, as well as new customers who are turning to our reliable and trusted brand."
There remains growing demand for long-haul and cruise destinations.
Thailand has seen the largest increase (up 150%) followed by Dubai (up 132%), New York (up 44%) and Vancouver (up 24%).
Bookings for destinations including Kerala in India (the location of TV’s The Real Marigold Hotel) and Japan are also on the up.
Barrhead Travel revealed there has been a significant upswing in family holiday bookings, with a 25% climb in bookings for traditional summer sun holidays, with locations such as the Costa Brava regaining popularity.
Munro added: "Moving forward into 2017 we have a strong growth strategy. We have earmarked 12 UK locations as part of this strategy and also have a fresh recruitment drive planned."
