Hoseasons is attributing rising temperatures and the promise of better weather in the UK for a 14% hike in peak summer bookings.
The increase last week on the same week last year is across all July and August sales.
Devon is proving the most popular for this summer, with sales up 20% year on year, followed by Cornwall and Yorkshire. Northumberland has shown the largest growth, with bookings up 52%.
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Trade bookings are mirroring strong direct sales, with bookings up 37% year on year last week.
It comes as forecasters predict above average temperatures over the school holidays and a heatwave this week.
Gemma Brown, general manager,Hoseasons (pictured), said: “We always see a spike in bookings when the sun comes out. That’s definitely been the case this week, and we’re fully expecting the trend to continue as temperatures rise and return to more seasonal norms over the next few weeks.”
The company, which marks its 80th anniversary this year, said it expected late bookings to continue, and boost summer sales further over the next few weeks.
Bookings made this month with departures within two weeks are currently up 10% year on year.
Brown added: “It’s not surprising with so much choice out there that holidaymakers are biding their time before deciding, but now that bookings are on the up it’s important not to leave it too late. Our size and scale means we still have plenty of availability, but agents should definitely be encouraging their customers to book soon if they want to secure their first choice accommodation for the summer.”
Hoseasons’ current multi-channel digital marketing campaign, its Ultimate Summer Sales, is promoting up to £350 off UK holidays.