A record online booking month is being claimed by an independent agency following the introduction of web-based long-haul holidays.

Blue Bay Travel saw record sales in a single day, week and month in May via the online channel with targets exceeded by more than 25%.

This was complimented by growth in the traditional call centre channel, resulting in an overall sales revenue increase of 18% for he business, which also runs the brands Caribbean Warehouse, Tropical Warehouse and Xclusivity.

The majority of the 500-plus online bookers last month were new to the Blue Bay Travel brand – evidence of a new wave of holidaymakers wanting to self-serve, according to the company.

The online booking growth has been driven by a marketing strategy to ensure that holidaymakers can interact with the firm in whichever way best suits their individual needs.

Managing director Maxine Rowland said: “As growing the number of online bookings was a major goal this year, we are thrilled to be consistently hitting these targets.

“Our intention for the second half of 2019 is to continue to develop the journey in line with customer requirements and expand our product range for both existing and new holidaymakers.”