Operators and agents have reported days of record sales this month, with one retail chain saying it had queues outside its shops.
Thomson and First Choice said 1.2 million customers viewed its website or visited one of its shops last Saturday and bookings were up by 25% on the corresponding day in 2013.
Independent agents and operators have also reported record sales. Jane Schumm, retail director at Hays Travel, said the group’s bookings increased 23% on Saturday. Hays is currently offering up to 50% off holidays.
She said: “Saturday was phenomenal. People were queuing outside our shops in city centres – it’s been a long time since we saw that. We’ve seen a real influx of family bookings.”
Holidaysplease director Charles Duncombe reported a 48% year-on-year rise from January 1 to 14.
He said: “The surprising trend is how quickly people are booking [compared with previous years].
“People are enquiring and then booking straight away.”Companies at last weekend’s Aito Agents 2014 domestic conference said they were enjoying some of the best peak-season sales in years.
Specialist tour operator Classic Collection Holidays said almost every day last week had been a record day in terms of sales.
Head of marketing Vanda Bauer said: “After a fairly average start to 2014, five out of six days this week were our best days ever.”
Kirker Holidays sales and marketing director Ted Wake added: “This year we are more confident than we have been for eight years.”
Virgin Holidays said its ‘Tanuary’ campaign was paying off, with trade bookings over the weekend nearly 25% up on last year. Lee Haslett, director of sales trading, said: “We’ve been really encouraged by the way agents have got behind our campaign.”
John Sullivan, head of commercial, Advantage, said members were reporting good footfall and early sales but sales of the large, mass market operators remained “patchy” so far this month.
He added: “Overall the market seems to be doing okay, but within that the mass market remains a bit challenging.”
Sales of Advantage’s managed service agencies are 61% up for first ten days of January compared to the same period last year.