Grand UK Holidays has claimed a 16% rise in winter bookings, with Christmas sales up by 23%.
The over-55s specialist coach tours operator is repeating a ‘festive combo’ which means customers in selected hotels over Christmas and New Year get three nights’ half-board accommodation for £10 per night.
But sales director Harold Burke said the operator would not be resorting to discounting despite rivals cutting prices by as much as half.
He said: “We don’t discount so agents know their customers can book well in advance to secure the holiday they want without being disadvantaged by late booking discounts -which only tend to make them apprehensive about booking early again in the future.
“We have been seeing some huge discounts lately – as much as 50% – from this market sector, which sadly just sends out the wrong message to loyal customers.
“It’s not good news for the coach holidays sector as a whole as it affects customers’ future expectations and booking patterns.â€
He added: “Our lead-in prices are in many cases the same as last year – Christmas markets on the continent from £269, for example – or even cheaper, with Christmas breaks from £279.
“We were also very pleased to see so many agents using our new bookable website – indeed, the first online trade booking that came to us was a Christmas holiday.â€
The Norwich-based group, which carries more than 90,000 travellers a year, had more than 80 coaches operating over the last Christmas period and expects to handle more passengers this winter.
by Phil Davies
