The disparity between pricing in the school holidays and term time is now “embarrassing” and impossible to justify to clients, according to Global Travel Group agents.
Agents at the consortium’s annual conference in La Manga resort in Murcia, Spain, accused operators of profiteering and damaging the reputation of the industry.
Andy Stark, Global managing director, said: “Feedback from agents is that it’s getting very hard to justify the disparity – and what they end up doing is discounting.
“As an industry, we need to better plan how we price throughout the calendar year.
“Customers are getting cleverer and realise that while we run our businesses around school holidays in the UK, that doesn’t necessarily change the price a hotel 2,000 miles away charges.”
Stark said with Tunisia and Sharm-el Sheikh, in effect, off sale, and Spain taking the lion’s share of bookings, the price disparity has become ever more apparent.
“I do not know what the answer is, but some people are exploiting the situation,” said Stark, who feared the issue was forcing customers to avoid buying packages and going direct.
“We need to recognise that from a customer point of view, you don’t see those kind of price hikes in any other consumer sector,” he said.
Cartwright Travel managing director Steve Cartwright accused operators of becoming greedy.
“As a consumer with two school-age kids, I see it. It’s ruthless,” he said. “I understand there are periods operators struggle to sell, but there needs to be more of a level playing field.
“As an agent at the coal face, I’m embarrassed by some of the prices. That can’t be right.”
Carla Hesketh, owner of Marken Travel, said: “I understand supply and demand – that’s business. But when it goes too far, it reflects on all of us. Customers think we’re on the take.”