|Looking at our website for booking data and searches over the past 14 days shows us that booking and considering a UK holiday is very much on our customers minds.|
We have seen significant search demand is present for each of the peak periods including Easter 2021 and May Half Term. Obviously it comes as no surprise too observe that the commitment to actually book a holiday at Easter and in March does remain low. This is because of the uncertainty on when the current travel restrictions in place across the UK will be lifted.
As last year we expect a significant uplift in last minute bookings as soon as the government announces it is safe to travel for leisure purposes. This will become an immediate focus as soon as the time is right.
At the present time there is a lot more booking activity for holidays post Easter, Half Term and Peak Summer dates bookings are improving on a daily basis.
Traditionally we would have seen January sales in place to drive bookings for Summer, but what is great to see is that customers are willing to book their break now without major and aggressive discounting. This will enable us to protect yield as best as we possibly can for the holidays that do go ahead in 2021.
We continue to invest in our ongoing marketing activity across a range of media. Our digital 2021 Brochure has been very well received with our low deposit and holiday with confidence message.