The first new year sale run by SPL Villas has been extended from the end of January until February 9 in response to rising demand.
The operator claimed a 10-fold year-on-year increase in the value of bookings taken from travel agents, and a five-fold increase in overall sales.
Bookings from the trade have helped drive an almost 50% increase in the average holiday value to £7,400, up from just more than £5,000 a year ago.
Spain and Cyprus have been the most popular destinations for bookings in January, accounting for almost two-thirds of the total.
More than 50 agents have qualified since the sale began to enter into an incentive to win a villa holiday in Cyprus which closes today (Friday), with the winner announced on Monday (February 3).
The extended discount period follows feedback from trade partners that customers booking family holidays for Easter and summer are developing longer lead times before they book, and so gives agents more time to entice them with savings of up to £400 per booking.
General manager Laura Ingeri said: “Our agent partners have been essential to the success of our first ever new year sale and we’re so grateful for their support.
“Given the momentum they have helped us to achieve, it’s a no-brainer that we should extend the offering and we’re glad to continue to thank them with a case of wine for every booking they make.
“And if they’re quick, there is still a chance for them to win their own villa holiday in Cyprus during 2025 before we close our competition and announce the lucky winner.
“Combined, the increased volume of bookings and their higher value compared to this time last year from both the trade and direct from consumers are welcome indicators of a buoyant market and strong demand for family villa holidays that make us very confident for the year ahead.”