Early discounting lifts summer sales Juliet Dennis


Earlier-than-usual discounts and keenly-priced offers for summer are helping to spur cost-conscious families to book, according to the trade. Agents welcomed Jet2holidays’


new saving of up to £300 per family – £75 off per person – across all holidays departing until August 31. “Jet2holidays discounts always


help sales but we’re finding other operators have offers on too,” said Seaside Travel head of business and commercial Paula Gleeson. She said sales were up year on


year, but noted a shift in durations, with “a huge number of people just doing three-night stays and booking three or four holidays a year”.


Althams Travel’s passenger


numbers were up 19% last week year on year while sales revenue was up only 6%, “indicating some keener pricing” in the market. Managing director Sandra


McAllister said most offers were “product specific” rather than across the board like Jet2holidays’, adding: “[Any offer] helps at point of sale.” Barrhead Travel managing


director Nicki Tempest-Mitchell agreed: “Discounting, free child places and ongoing sale offerings are helping to encourage families to finalise their holiday plans. Families want value for money.” About 60% of Barrhead’s new sales are for summer, with last week’s sales 13% up on 2024. Tempest-Mitchell was confident of “ongoing healthy demand” into


Agency groups say Balearics tax hike unlikely to hit sales


Andrew McQuarrie and Juliet Dennis


Major agency groups have expressed confidence that a proposed increase in the tourism tax for the Balearic Islands would not negatively impact bookings. However, a handful of agents


cautioned that the planned increase would prompt some clients to seek alternative destinations. Under the plans, the tax would


rise for June, July and August but would be scrapped for January and February, with the scale of the increase ranging from 66% to 200%


4 13 MARCH 2025


depending on the property. Stephanie Slark, director of


membership services at The Travel Network Group, said: “From conversations with our members, we don’t foresee a significant drop in bookings due to the tax increase.” Barrhead Travel was similarly


bullish about any impact, with managing director Nicki Tempest-Mitchell saying: “Tourism taxes have been on the rise for the last few years, so I don’t think the latest tax in the Balearics will have an impact on bookings. Most people will accept them.” Paula Gleeson, head of business


Jet2holidays


discounts always help sales but we’re finding other operators have offers on too


lates. “I don’t think there’s too much capacity in the market for summer – demand from last year and this year indicates this will be filled,” she said. The Advantage Travel Partnership


reported revenue up more than 15% last week on the same week last year, with the share of bookings for summer and departures within 12 weeks “broadly the same”. Bookings by couples and groups of two-plus adults accounted for the


largest slice of sales, but commercial director John Sullivan noted: “We did see a small increase of 7% in share from the family market too.” While value remained “the


dominant force”, he insisted: “Let’s not forget we’ve had two phenomenal peaks prior to this year. What we’re seeing now is more of a levelling of the market and operators responding to these dynamics.” Alan Bowen, legal advisor to the


Association of Atol Companies, said discounting in March was an “indication business is not quite as good as everyone is proclaiming”. He suggested operators were


concerned about overcapacity, while consumers were worried about their finances “but that doesn’t mean they won’t come back in lates” to book.


Sant Antoni de Portmany, Ibiza


and commercial at Seaside Travel, said: “We don’t think this will put our customers off at all. If people want to go and the price is right for the holiday, they’ll definitely book it.” Ted Wake, managing director of


short-break operator Kirker Holidays, said: “Our customers do expect to pay a local tax of one sort or another and are happy to pay.” Other agencies were more wary of


tax rises, with Dumfries-based Border Travel retail manager Gary Jardine unable to rule out a dip in bookings. Both he and Braunton Travel


owner Sue Hunter said there was a chance that alternative destinations


would be favoured by travellers. “Customers are pretty savvy and


they’ll look at the overall price of the holiday incorporating the taxes,” said Jardine. “We’ll have to wait and see what the impact is. Greece and Portugal might pick up some business on the back of this.” He added: “No [cost] increases


of any sort are ever welcome and people’s budgets are already difficult.” An Abta spokesperson said:


“We have written to the Spanish and Balearic authorities seeking more details on the proposals and will inform members once we have received an update.”


travelweekly.co.uk


PICTURE: Shutterstock/Balate Dorin


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