Lates trend buoys half-term sales as balance due-date fears ease

Agents have reported increasingly strong demand for late bookings, including last-minute travel for the May half-term, though some noted a continued softness in the family market.

Those seeing upturns welcomed the broad range of offers introduced by operators in recent weeks to further stimulate the summer market, as Abta launched the latest phase of its Travel with Confidence campaign to encourage late bookings.

Agents also allayed fears May balance-due dates could lead to a surge in cancellations, with most customers with deposits committing to holidays despite cost-of-living pressures and uncertainty linked to the Middle East conflict.

David Moon, customer success director at Advantage Travel Partnership, said the bulk of demand had been for “late, value-led bookings”, including half-term travel.

Barrhead Travel managing director Nicki Tempest-Mitchell said: “Late demand has definitely picked up pace and we’re seeing customers becoming more decisive as we move closer to departure.”

Hays Travel retail director Jane Schumm said the late-booking window had “compressed” this year, from six weeks to about four, with a “noticeable increase” in customers booking within two weeks of travel.

The Travel Network Group noted departures from May to July accounted for more than half of recent bookings, with May half-term performing well.

Jet2holidays, Tui, easyJet holidays, P&O Cruises, Gold Medal, Intrepid Travel, Newmarket Holidays and Travelsphere are among the brands promoting offers and discounts for summer departures, while online agent loveholidays pledged to protect customers from any airline fuel surcharges.

Hays Travel noted a slight rise in cancellations this year, with some clients citing affordability, but said overall demand was “resilient”.

Protected Trust Services managing director Emma Collis said most clients were paying summer balances, though some continued to voice concern about jet fuel and the EU’s Entry/Exit System.

She said members’ feedback on late demand amounted to a mixed picture, adding: “Late demand has picked up slightly over the past week compared with the previous two.

“Around 44% of recent bookings have been for travel within six weeks, with Greece and the Canaries coming through strongly.” 

She described May half‑term demand as “fairly soft”. 

Designer Travel co-owner Amanda Matthews said the lates market was “really strong”, accounting for nearly 70% of the agency’s business last week.

“We were 11% up on bookings but holidays are cheaper, so we were slightly down on revenue,” she said, adding suppliers were unveiling “competitive” prices and discounts.

Jet2holidays, which said the family market had been strong “for several weeks”, is offering a range of summer deals, while Tui noted its own promotions were driving “accelerating” demand, with UK commercial director Chris Logan adding: “We’re seeing strong demand for May half-term.”

Adore Holidays managing director Ian Gilder argued operators were taking markedly different approaches to pricing. 

“The mainstream operators are pricing either aggressively or very expensive – there’s no middle ground,” he added.

Cruise Nation founder and managing director Phil Evans said cruise lines were offering “very tempting” summer deals.

“Right now, the lates market is delivering exactly what customers want: better prices, more flexibility and a Mediterranean escape without the long-haul commitment,” he added.