The firm, which has a headquarters in Wrexham with an additional 44 branches across North Wales and the North West, reported an increase in sales by 60% on August 2019.
Don Bircham, who opened his first travel shop in Mold, Flintshire, under the Just Go travel brand, said: "This August has been our biggest and busiest ever in terms of sales volume in 21 years of trading.
"A lot of that was down to late bookings with 47% of sales and I think that clearly a lot of people decided on the spur of the moment that they just had to get away."
The group has seen average holiday spend increase by £100 per person and foreign exchange transactions increase by 40%. Cruise holidays accounted for a fifth of the company’s total bookings.
Around 20% of bookings are for winter holidays and 33% of customers have booked for summer 2023. Turkey has moved up the list of most popular destinations while Spain and the Balearics remain the most sought-after, with Greece, the US, Cyprus and Portugal also selling well.
Hays also reported the emergence of multi-generational family holidays, which often involve bucket list trips to high-end destinations.
"These high-value bookings to quality destinations are often being funded by grandparents who want to share a holiday with their sons and daughters and their children," Bircham added.
"They’re still fit and healthy and want to spend their money on a once-in-a-lifetime experience they can enjoy together with their whole family rather than possibly seeing it go on care home fees in a few years time."
