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FLOOD of aggressive lead-in price promotions and discounted offers have boosted
sales short term.

Retailers
said prices had been slashed to “unbelievable levels” with even Easter – when
prices are traditionally higher – reduced.

Ilkeston
Co-op Travel managing director Chris Smith said: “We’re shifting holidays in
May and June because if the price is right people will buy. But it is unusual
to see Easter prices slashed, that’s bread and butter for operators.”

Operators
admit they are preparing for an overnight drop in sales if war breaks out and
say the current uncertainty has forced price cuts.

They
claim the market has recovered slightly to 15%-18% down thanks to a rash of May
and June offers, short-haul to the western Mediterranean and long-haul to the
Caribbean.