The lates market is fracturing as value-conscious consumers with unrealistic budgets and expectations clash with higher holiday prices, agents have told TTG.
Gillian Polyhos, co-owner of Olive Lounge Travel in Yorkshire, said her staff have been busy fielding enquiries for a "great" summer lates market, with prices up £158pp per booking.
However, Polyhos confirmed her team have had to work hard to talk round clients unwilling to accept the kind of bargains that were common pre-Covid just aren’t as readily available, despite discounting. "There’s still a myth around last-minute holidays that prices are always good," she said. "That is not the case."
