Some operators are cutting August prices by more than 50% in a bid to revive the lates market hit by the UK heatwave.
Deals include Tui cutting a £576 self-catering week in Heraklion, Greece, to £204, and Thomas Cook offering £100 discounts on all August and September holidays.
Discounts come as Thomas Cook said its full-year profits were likely to be at the lower end of expectations as the heatwave dented late bookings.
Operators including Sunvil and Olympic Holidays have cut prices by more than 50% after an expected post-World Cup sales ‘bounce’ was quashed by the UK’s heatwave.
Sunvil managing director Chris Wright said: “There are prices in the market for the next two weeks I’ve not seen before.
“We are seeing people put off decisions to make the most of the UK weather, but there is strong demand for the end of August and September.”
Balkan Holidays has reduced prices on late deals and, to drive bookings, will hold four weekly draws to refund customers’ Bulgaria holidays in August – the first time it has given away holidays at this time of year.
Sales and marketing manager Chris Rand said: “We have charter flights that need to be filled.
“This year has been much more of a challenge than last.”
Alan Bowen, legal adviser to the Association of Atol Companies, said: “There are a lot of discounted holidays – this summer is not what people expected.”
But other observers said discount levels were not excessive.
Analysis of the lates period by comparison site Holiday Discount Centre showed mass‑market prices down by an average 5%‑10% from a month ago.
Managing director Steve Campion stressed prices were “by and large” the same as this time last year, but prices earlier this year had been higher than last year.