Speaking at the firm’s retail conference in Paphos, Cyprus, director of retail and customer experience, Kathryn Darbandi, told TTG: “Turkey is doing really well for us.

“There is reduced demand but we are still a market leader for it – we continue to send hundreds and thousands of customers there every year.

“It is still big for us and there is more demand than people realise. The value and quality of the product there is brilliant.”

Asked about potential price increases for holidays next year, Darbandi said: “It is well-documented that the cost base for holidays is going up so there will be an increase in price, but that is industry-wide.

“Everyone is trying to balance that at the moment.”

Darbandi said overall advanced bookings for both winter and summer 2017 were ahead of the previous year.

“It’s correct that the UK is now the most profitable market in the group and that’s thanks to all the measures we have put in place,” she said.

“It’s testament to the turnaround that we’ve had. There is still lots of work to do, but we’re going in the right direction.”