STRONG forward sales have prompted Hayes and Jarvis to launch its first preview brochure featuring its best selling destinations.
The long-haul operator claimed the millennium is creating demand with customers travelling further and spending more to celebrate the new century.
Sales and marketing director Paul Lacey said it made commercial sense to put winter product on sale earlier than usual.
“The brochure covers departures from mid-October to April 2001, a period that we don’t usually have on sale in agencies until May when we bring out our main-edition programme,” he said.”But with demand strong, why not make it available now?
“People are choosing to mark the year 2000 with an extra special trip and for many this means an exotic long-haul holiday.
“We are around 40% up on last year but to be honest, the long-haul market as a whole is buoyant.”
Industry observers, however, remained sceptical about hyping millennium demand, having learned harsh lessons from the disastrous new year period which many predicted would be a gold mine for operators but was disappointing. Airtours announced last week that poor sales cost it around £15m.
“Operators should be careful if they are thinking of hiking prices to cash in on this demand,” said one. “People just don’t care about the millennium as much as the industry would like to believe.”
Lacey denied Hayes and Jarvis has increased prices, stressing that most are on a par with last year.
The First Choice-owned operator is featuring Egypt, Kenya, Tanzania, Goa, The Maldives, Sri Lanka, the Caribbean and Mexico in the brochure which will be distributed to agents this week.
Lacey said Egypt was selling particularly well.
Safaris, diving holidays, tours and beach holidays are all included.
Early-booking offers include savings of £220 per couple for a two-week stay at the Reef Club in Playacar, Mexico.
Brochure prices lead in at £775 for seven all-inclusive nights at the Reef Club.