The trade has reported strong last-minute bookings but softer-than-expected prices for peak summer, with cost the “top priority” for clients.
Travel Counsellors global sales director Jim Eastwood said: “We’ve experienced a significant increase in last-minute bookings, with sales for August departures rising by 40% this past week and continued growth month after month.”
Barrhead Travel noted “healthy demand” for late travel but stressed the importance of price, with August, September and October the top-selling months through its shops.
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President Jacqueline Dobson said: “In general, customers want to fit in as many holidays as they can this year but getting value for money is top of the priority list.”
Advantage Travel Partnership chief commercial officer Kelly Cookes described July trading as “mixed” despite strong demand for late bookings.
She said: “Departures for summer are running flat but revenue is up. We are seeing interest in late getaways, largely driven by the weather. However, there are many cases of unrealistic budgets.”
She noted increased interest in Turkey based on its value for money and growing bookings for 2025.
Reports of rising demand for last-minute summer holidays, particularly value deals, were echoed by other agents.
Paul Moss, Holiday Lounge managing director, also attributed increased late enquiries to poor weather, saying: “Social media is driving a lot of enquiries but people are price-conscious. Prices are competitive but increasing as we enter August.”
Glen Travel director Alan Glen added: “I know there’s a cost‑of-living crisis but people are loath to give up their holiday.”
EasyJet reported a 1% fall in its average fare year on year in the three months to June, despite being “on track to deliver a record-breaking summer” and easyJet holidays’ quarterly revenue rising 42%.
Chief executive Johan Lundgren described yields for peak summer as “broadly flat” last week with 69% of seats sold for July to September, one percentage point up on a year ago, but this year with 7% more capacity on sale.
Ryanair chief Michael O’Leary went further, describing fares this summer as “materially lower” at 15% down on a year ago and warning: “The pricing environment continues to deteriorate.”
Jet2 also noted a softening in prices in full-year results in July, describing pricing growth this summer as only “moderate” and noting passengers “booking much closer to departure”. It continues to offer £60 off holidays booked via an independent agent, valid for departures up to October 31.
“We’re seeing people taking advantage of this,” said a spokeswoman, who stressed there were no plans to allow trade clients to pay off some of the balance after their holiday, an option already offered to direct clients for holidays up to £2,000 within 70 days of departure.
She added: “We’re encouraging agency partners to focus on bookings further out too, including for summer 2025, as we’re seeing customers wanting to book for next year.”
Loveholidays chief executive Donat Retif reported almost two-thirds of the OTA’s current bookings (64%) were for trips departing within 90 days and suggested bookings surged after England’s appearance in the Euro 2024 final on July 14.