'Late late' sales still commanding sizeable share of current business, say agents

Mass-market travel agents say "late late" sales are continuing to enjoy a sizeable share of post-school holidays business, driven by value offers and discount codes from major tour operators.

 

Despite most schools restarting this week, the trade said demand remained strong for September and October breaks but also reported rising enquiry levels for winter and next summer.

 

Value offers such as Jet2holidays’ £125 discount on new bookings departing in the next two months and continued free child places with Jet2, easyJet and Tui have kept the focus on lates despite prices holding firm, according to agents.

 

“There are value offers out there but it’s not cheap; prices are still firm because the demand is there. We’re selling lots of lates but we’ve also seen winter pick up well and lots of enquiries for summer 2026,” reported Idle Travel director Tony Mann.

 

More: Jet2holidays adds more free child places across peak summer season

 

Seaside Travel social media manager Katelyn Cook agreed: “We are definitely still in the lates late market but September is holding a higher price point.”

 

She noted clients were willing to pay more for a holiday which represented good value for money and also pointed to a “big increase” in last-minute, long-haul bookings.

 

“Tui had some great Mexico offers with unique discount codes which we advertised, and we booked the likes of Mexico and Dominican instead of Greece and the Canaries as the price was so strong and customers could really see the value for money,” she said.

 

Advantage Travel Partnership commercial director John Sullivan cited Spain and its islands as last-minute favourites, but added: “Shorter city breaks are also proving popular such as Amsterdam, Paris and Krakow and even Dubai as travellers are guaranteed sunshine.”

 

More than 40% of travel booked last week through the consortium was for departures in the next two months, with prices “slightly down” year on year.

 

The Holiday Shop director Marina Marsh said her agency was busier than at the same time last year, adding: “There’s lot of competition and some crazy discounts.”

 

Barrhead Travel managing director Nicki Tempest-Mitchell cited a clear appetite among clients for last-minute travel while summer 2026 was also now “well and truly front of mind” as clients locked in next year’s plans with low deposits and spread the cost.

 

“Last week, September and October bookings were our two highest-volume departure months. Over the weekend we saw a surge in demand – possibly relating to schools returning and people planning Bank Holiday and half term holidays,” she said.

 

As well as four and five night breaks in the Mediterranean, she said cruise was performing strongly in lates with “fantastic prices” driving sales.

 

Just over a quarter of August bookings for Independent Travel Experts were for September and October, with price-led activity successfully stimulating the market, said managing director Gary Gillespie.

 

“Booking volumes suggest value-driven approaches, such as the use of discount codes, are resonating well with customers," he said, but added: "That said, there’s a noticeable shift in traveller behaviour.  Almost 43% of bookings are now looking ahead to winter and summer 2026.”

 

Similarly, Travel Chaps co-owner Ashley Phillips reported demand for winter and 2026 sales, and expressed relief there were fewer enquiries for last-minute holidays with all the trimmings but on a “shoe-string budget”.

 

“Late deals have left the chat, and we couldn’t be more delighted,” he joked, adding the agency was now focused on late sales of Lapland and Christmas market trips, and 2026, helped by “outlandish prices” for long-haul deals destinations such as Bali, Thailand, Vietnam and Mauritius.

 

Travel Counsellors global sales director Jim Eastwood said the agency had also seen late sales reduce but noted: “While we’re seeing a softening in late-late sales overall, there’s a clear correlation with bucket-list and experiential destinations, with Australia and New York proving popular among those booking in August to travel before the end of October.”

 

He added: “The broader trend we’re seeing is customers planning further ahead, with sales for next winter up over 26% year-on-year last week alone, driven by long-haul favourites such as the Maldives, South Africa and Sri Lanka.”

 

Once In A Lifetime Holidays owner Joan Jones said she was seeing evidence of increasing numbers of clients booking further in advance.

 

“I think more people want something to look forward to. More than ever people are booking in advance; they want their holiday in the bag,” she said.