Sky Travel Shop is displaying live prices on its TV station for the first time through a link up with its website – skytravel.co.uk.
The TV station takes live prices through a feed from the website and plays the relevant recorded programme for the destination and hotel.
The initiative is called Real Time Travel Shop and runs for two minutes on the hour every hour.
Sky Travel Shop general manager Alexa Reselby said she expects the live prices to help boost sales.
She added it would also save the station money as “the cost of Live TV is astronomical”.
RTTS will be rolled out across its three channels – Sky Travel, Sky Travel+1 and Sky Travel Extra.
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