Virgin Holidays saw its best ever day for online sales on January 1 when it took nearly 1,300 bookings via its website, a 212% year on year increase.
At the same time, it broke its single-day record for the highest rate of conversion and revenue taken.
Managing director Amanda Wills said: "We’re really pleased with the start our latest sale has made. Like any holiday company, we want to start the year strongly and in this ultra-competitive market we know how savvy shoppers have become in comparing products and cutting through the barrage of sales messages out there.
"Obviously, the bad weather over the festive period – and the last year – has helped us offset the continued dismal financial forecast. But we also think that with so much uncertainty in the industry, the British consumer wants to put their trust in a robust brand which offers choice, value and reliability."
The positive trend is shared across all channels, with the sales centre, retail network and travel agency partners reporting similarly brisk business, she said.
"The challenge is in maintaining this momentum but we’re very confident the deals we have and the value we offer are unsurpassed."
