Travel Counsellors, Advantage and Barrhead hail record sales

Advantage said Saturday 13 January was the busiest day ever recorded among its agents, producing a 19% share of the week’s bookings.

“Throughout the week, there was also a significant increase in high-value bookings to a range of destinations including the Caribbean, USA, Gran Canaria and Canada," said Advantage.

Over the last week, Advantage saw bookings up 14% and revenue up 23% year-on-year “despite an already strong performance in 2023”. In comparison to the previous week, bookings were up 35% and revenue 41%, while average booking value rose 5% on the previous week and 7% year-on-year.

Summer 2024 was the top selling season with a 51% share. June was the most popular departure month, taking 12%, followed by February with 10%.

Julia Lo Bue-Said, Advantage chief executive, said: “It is already proving to be a record year for Advantage and our travel agency partners, reflecting the monumental demand for travel from the British public.” 

Barrhead Travel confirmed Saturday 13 January saw sales up over 20% compared with the previous weekend, itself a record. The group also said the following day was its best ever Sunday, with all channels, including retail, call centres, online and social media performing well. 

Barrhead said family bookings were one of the strongest growth areas and top destinations so far were Tenerife, Majorca, Barbados, Lanzarote and cruising from Southampton.

It added late sales made up almost 20% of new bookings last week for travel by the end of March.

Barrhead Travel president Jacqueline Dobson said: “The first full two weeks of trading have demonstrated the sheer resilience of the holiday market this year.

“We thought 2023 was the year of the holiday – but booking patterns are suggesting that there may be more frequent trips and longer holidays booked for the coming 12 months. 

“Our branches and call centres have been non-stop since 2 January; even Sundays, which are traditionally quieter for retail in some locations, have been just as busy as Saturdays. 

“At this halfway point in the month, I think it’s safe to say that it will be an exceptional January.”