Speaking ahead of the launch, managing director UK and Nordics Nicolas Bresch said recent feedback from the company’s trade partners shows customers want to lock in the price of an all inclusive holiday ahead of time.

“We’re confident that this winter sales opening is going to be our biggest one yet," he added. 

"With prices and currencies fluctuating, and increasing air fares, our promise to our customers guarantee that the price of their stay will not change after their booking."

The brands winter 23/24 sale opens on the 24-26 January with platinum members having exclusive access from Monday (23 January).

Customers can redeem 20% off on all premium rooms and 15% off superior rooms across both sun and winter resorts, ahead of the main sales opening from 14-16 March. 

Figures from the business revealed its most popular booking month was January, with the Tignes and Val d’Isere resorts proving the most sought after amongst families.