‘Amazing’ lates credited to discounts and free child places

Agents are reporting “amazing” late sales following a rise in heavily discounted holidays but say they are still being asked to price-match by cost‑conscious clients.

Free child places for July and August are among the unusual offers driving last-minute sales, say retailers.

Late business has accounted for almost 70% of Seaside Travel’s sales in the last week, with “fantastic offers” such as seven nights in Greece for £280 to £300 in 
July, said head of business and commercial Paula Gleeson.

“We’re expecting prices to stay very competitive,” she said, adding: “Jet2holidays loaded thousands of extra free child places at the weekend for July and August. I wouldn’t be surprised if other operators follow suit – if they haven’t already.”

Buckley Travel owner Jacqui Bowring said lates bookings had been “absolutely amazing”, with sales in June 15% higher than the same month last year. She added that her only concern was that if prices were to drop further, it might make peaks prices look less appealing. 

Admiral Travel director Craig Weatherill said Jet2holidays’ price drops and free child places, particularly for August, could indicate “a lot of stock left” to sell.

Stephanie Slark, membership services director at The Travel Network Group, agreed a rise in tactical discounting in the last week was due to operators managing availability.

“Confidence is there, but it’s more cautious and price-sensitive than in previous peak seasons,” she said, adding: “Continued competition means we’re likely to see attractive offers in the short term.”

Fred Olsen Travel retail director Paul Hardwick warned discounts were already dragging down average booking values. He urged operators to “hold fast” to avoid a price war.

“We’re starting to see some heavily discounted holidays and cruises hit the market, which is then negatively impacting our average booking value, which was £800 lower than normal last week alone,” he said, adding more than half of current enquiries were for peak summer. “The lates market is proving really strong.”

Late sales rose from 40% to 42% of Advantage Travel Partnership’s sales last week, with July and September the top departure months. Average booking values “dropped slightly” but were still ahead year on year, with sales up 13% and average booking values up 6%, said commercial director John Sullivan. “Demand may be more limited as we hit school holidays,” he predicted.

Joanne Pearson, of Southampton Cruise Concierge, reported cruise lines discounting later and even extending savings to ancillary services, such as drinks packages, which she described as “unusual”.

Agents said cost-conscious late bookers were also asking for price matches. Gleeson said: “We’re having to do quite a bit [of discounting] as there is a lot of competition and customers are still coming in with online prices, which we try to match.”

Arrive Relax Travel director Angie Akister said some clients asked for “unrealistic” prices, while families were prepared to take children out of school for the right deal. 

“We’re pointing them towards the school holidays now because the deals are coming in,” she said.

Swindon Travel Hub director Ashley Hunt said: “Customers are savvy and doing their research.”

EasyJet holidays and Tui declined to comment on late sales and capacity but a Jet2holidays spokesman said the operator was “working hard” to ensure agents could “capitalise” on high demand for last-minute short‑haul breaks.