Newmarket Holidays has introduced a promotion offering discounts on bookings made during the Euro football championships which kicks off tonight (Friday).
The company will be offering 10% of all air holidays where those destinations are in the tournament.
Once teams are knocked out, so does the destination from the promotion and reverts to a 5% discount.
The football-themed initiative is designed for engagement with trade partners.
The promotion gives customers the chance to look ahead and plan for next year and beyond.
Head of trade sales Richard Forde said: “In these difficult times for the travel trade we decided to introduce an offer with a difference.
“The chance to have some fun engagement with a promotion that gives us the chance to communicate a little differently via email or social media for example.”
Newmarket reported sales for 2022 and 2023 have remained “robust” despite the short-term challenges of getting people away this summer.
Bookings have also remained strong across the 15-strong UK holiday and tours portfolio.
Forde added: “Agents have responded to current barriers with their usual resilience and expertise.
“Worldwide sales for 2022 and 2023 have been buoyant with increased average booking values. To generate revenue this year agents have really supported our UK programme.
“Now we just need the participating home nations to stay in the tournament to take advantage of the offer.”