Holiday Brokers saw a 200% increase in bookings over December, fuelled by online growth.
Within that, the dynamic packaging group’s online bookings increased by 400% in December with phone-based business up by 25% and shop bookings up by 35%.
Group sales director Brian Young said the figures showed a shift not only in booking patterns but also in how consumers research and book holidays.
“Historically holidaymakers would have to use their leisure time or lunch hour to pop into an agency and pick up brochures,” he said. “These days broadband access at work means they are spending more of their December work time researching their holidays online and boosting online sales.”
Young believes peak-season marketing campaigns will move back to pre-Christmas to reflect the increase in early web bookings, with Internet advertising increasing in prominence.
Meanwhile, Young said the weekend of January 6-7 was the group’s biggest ever in sales terms, with online bookings accounting for more than 40% of bookings.
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