The operator’s bookings for festive coach breaks through agents are up 15% year-on-year and in the last four weeks, 56% of all trade bookings have been for November and December departures.

Christmas markets are one of the most popular products, accounting for 35% of the firm’s festive bookings in the last four weeks.

Alongside breaks to the markets in Birmingham, Liverpool, Manchester and Edinburgh, the traditional European Christmas markets in France, Belgium and Germany are also key sellers.

The uptick in demand comes ahead of the imminent launch of Just Go Holidays and National Holidays festive brochures for 2022. Different versions have been created for the various different pick-up regions to ensure agents have targeted products relevant to their local pick-up points.

Claire Dutton, trades sales manager at The JG Travel Group, said agents "have really got behind" the brand’s festive breaks. "It is important that they keep up the momentum as some products are starting to sell out or availability is becoming tight," she added.

"Our festive brochures are due to land in the next few days in time for the September key booking period, so if any agents are not promoting Christmas breaks – now is definitely the time to do so."