TUI Travel aims to hold summer 2010 prices level or with only a small rise on this year if exchange rates permit.

TUI Travel UK managing director Dermot Blastland said pricing in the group’s mainstream January brochures would reflect the improving economic outlook and strengthening value of sterling.

Speaking at the Barclays Commercial Travel Forum in London on Wednesday, Blastland said: “We are looking at a possibility of no price increases in January.

“Hopefully, there will be a different economic backdrop. The critical factor is the exchange rate after the pound got hammered.”

TUI Travel will finalise its second-edition brochure prices by early December.

Blastland told Travel Weekly: “It would be good to see the pound above 1.20 euros. But we will look at a low or no increase in prices.”

Barclays Capital global foreign exchange strategist Adarsh Sinha forecast sterling would rise in value against both the dollar and euro, potentially exchanging at $1.8 and 1.25 euros in six to 12 months.