Tour operators are slashing prices significantly as a result of renegotiated deals with hoteliers.
In a bid to stimulate demand, Holiday Options announced this week that it has cut prices across 80% of its holidays in its second-edition brochure.
Average price reductions of 7% are being offered on package holidays some are reduced by as much as £120 for a week's summer holiday.
Sales and marketing director Rupert Diggins said: "Strong supplier [hotelier] relationships have enabled us to respond to the market and keep prices competitive."
The operator is reporting a sales increase of 12% for January compared with the same month last year.
He added: "We're also seeing a strong swing back to half-board at hotels because it represents good value for money."
Classic Collection Holidays also confirmed it had renegotiated better deals with hoteliers as customers continued to shop around for the best deals. Managing director Nick Munday said companies were forfeiting profits to secure sales.
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