Trade reports sales growth as hesitation ‘gives way’ to bookings

The trade has reported a pick-up in sales momentum as consumer hesitation about the geopolitical situation “gives way” to bookings.

 

Travel agents said improved trading followed a slowdown in shop footfall due to the bank holiday weekend coinciding with the start of the half-term and UK heatwave.

 

They credited continued strong promotions, including free child places and discount codes, for converting sales.

 

“Recent announcements, such as Jet2 extending free child places across all summer flights, are giving families who haven’t yet booked a ‘hard-to-ignore’ reason to commit,” said InteleTravel UK and Ireland managing director Tricia Handley-Hughes.

 

She cited a shift in customer sentiment about the Middle East, adding: “We’ve seen hesitation give way to bookings in recent weeks.”

 

Hays Travel head of sales Tanya Cooper reported more seven-night bookings, noting: “Although sunny weather impacted the start of last week, we saw great trading days towards the end. There are no concerns beign fed back on the implementation of the EU’s Entry-Exit System. We are hearing more concerns around the cost of  living than the situation in the Middle East."

 

Consortia pointed to a rise in family bookings.

 

“We’ve seen a notable surge in family demand for summer 2026, particularly driven by strong free child place offers and promotional activity, which are helping convert previously undecided enquiries,” said The Travel Network Group chief operating officer Stephanie Slark, who revealed passenger numbers were up 5% week on week.

 

Advantage Travel Partnership reported a 26% sales rise for June departures on last year. The month accounted for 18% of all sales. All-inclusive bookings made up 37% of sales, up from 30% the same week a year ago.

 

“We saw plenty of momentum in late sales last week,” said commercial director John Sullivan. “Family bookings have edged up, taking a slightly larger share of the total, helped along by a wave of tactical campaigns, price promises and free kids’ places.”

 

He added: “A spell of hot weather at home doesn’t always dampen demand; for many, it’s exactly the prompt they need to book their next trip.”

 

Barrhead Travel managing director Nicki Tempest-Mitchell agreed, saying: “It [the heatwave] certainly hasn’t stopped holiday demand. While we’ve seen some softening in footfall over the last week, demand for holidays remains resilient. As we move into June, we’re optimistic that demand will continue to build.”

 

Spain, Greece and Turkey were named standout summer performers, alongside cruise, the UK domestic market and 2027 departures.

 

Suzanne Brunt, sales manager, The Vertical Travel Group, said: “The last month or so has seen an increase in UK sales.We are also seeing people spend more on their European holidays having had refunds from UAE bookings that have not been able to be transferred. 

 

"June and July departures [are] taking a large percentage of business. This however, is not all necessarily beach but [also] cruise. Cruise is usually forward business but not at the moment."

Jim Eastwood, Travel Counsellors’ UK chief executive, said cruise sales overall were 30% up year on year, and noted a 19% hike in premium leisure departures for 2027 in the past week, with “customers increasingly booking further ahead”.

 

He said geopolitical concerns were not denting overall demand, adding: “"Customers are simply looking for more reassurance and guidance when booking.”

 

Fred Olsen Travel said an 18% rise in bookings for the same Bank Holiday week last year was “driven in particular by strong 2027 sales”, which took a 50% share of bookings.

 

"Demand for Europe is strong and cruise is selling exceptionally well at the moment," said retail director Paul Hardwick, who also highlighted upbeat customer sentiment on the EU’s Entry-Exit System. 

 

“We are hearing more positive reviews around EES than negative, with most customers commenting how easy and seamless it is,” he said.

 

Emma Collis, managing director at Protected Trust Services, said members were reporting “steady” sales, noting: “The better weather helped bring people out rather than keeping them away on the high streets.”

 

The main trend for the family market is still value-led overseas holidays, especially beach holidays, she added.

 

“Late deals are picking up, but customers are also booking for later this year and into next year,” she said. “Members are saying finances are impacting family bookings more, but they are seeing demand from couples, groups of friends and larger families looking for affordable options.

 

“Late deals are definitely helping to stimulate sales. There are still some very strong late offers.”

 

Potential airport queues and the new Entry-Exit System are among the most common concerns from clients but customers who have travelled are reporting no major issues, she noted.

 

Meanwhile, lastminute.com reported an increase in shorter booking windows, with the share of bookings made 14 to 20 days before departure up 6%. At the same time, bookings made 150 days or more in advance have declined by 12% in the UK.

 

The OTA said: “This shift suggests that more travellers are keeping their options open for longer, whether to compare prices, remain flexible around travel plans, or wait for better-value opportunities closer to departure.”