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The first half of January proved challenging for summer 2015 sales, with analyst GfK reporting a 4% fall year on year in bookings in
the first full week and 1% decline in the second.
GfK reported average selling prices down by £21 in the first week and £10 in the second. However, family bookings remained strong and package and all-inclusive sales held up. Family bookings rose 10% year on year last week and short-haul was up 7%.
The sector went into the January peak sales period with bookings for the summer season to date up 5% to the end of December.
Bookings remained 3% up for the season to the start of last week despite comparison with a strong January 2014 in which bookings rose 3% on 2013.
Sales for the current winter remain 5% down for the season to date, although medium-haul bookings were strong, up 4% year on year in the week to January 17.
Some agents reported strong sales. Advantage Travel Partnership commercial head John Sullivan said: “The year got off to a slow start in the mass market but it’s been different in specialist long-haul sales. One member is up 46% year on year for January.”
Miles Morgan Travel owner Miles Morgan said: “It’s been tremendous since the New Year. Last week we had the two best sales days in our eight-year history – the biggest was 20% up on the record a year ago.
“We had customers waiting outside our Monmouth shop before it opened last Saturday.”
January Sales Watch
Summer 2015 sales in week to January 10
- Volume -4%
- Value -5%
Versus comparable week 2014
Summer 2015 sales for season to date
- Volume +3%
- ASP* +1%
*Average selling price
Top-selling Summer 2015 destinations in week to Jan 10
- France
- Tunisia
- Croatia
Biggest increase in average selling price, week to Jan 10
Croatia +£116
The first full week of January was disappointing by comparison with a strong start for bookings (+3%) in 2014. Winter bookings also struggled at -5% for the week, but with some winners: Egypt +11% and the Caribbean +21%.