The trade is optimistic about January bookings, with enquiry levels boosted by advertising during popular TV shows such as Broadchurch (pictured).
Many high street agents said they had been busy dealing with enquiries, but bookings had yet to take off as many clients did not return to work until this week.
Advantage head of commercial John Sullivan said the consortium felt “pretty optimistic”, adding: “There has been a lot of TV advertising, which has put holidays at the forefront of people’s minds. Many people will have researched online over the break and will visit their agent once life returns to normal.”
Journeys A La Carte operations director Claire Hunt said: “It has been busy, with lots of enquiries. But we await the sales boom.”
Lowcost Travel Group said sales via Lowcostbeds were coming in earlier, particularly through online agencies. Director Paul
Riches said: “Lowcostbeds has had a strong start. Bookings were not as high as expected between Christmas and New Year but since January 2, it has been very busy.”
January 5 was busier than Lowcostbeds’ best day in January 2014, added Riches, while enquiries via mobiles were up more than 50% year on year.
Kuoni expects this weekend to be strong given the high volume of enquiries so far, in part due to its TV ads. A spokeswoman said: “The sale version of our TV ad kicked off during Broadchurch and drove a huge rise in web traffic. It was by far the most popular airing of the ad.”
Travel Republic aims to capitalise on the new series of Benidorm by promoting the show’s location, the Sol Pelicanos Ocas Hotel, and showcasing the destination.
The slide in the euro’s value is expected to lead to savings of 5%-15% on travel to and accommodation in the eurozone booked this month.