Cottages.com attributes flash sale for late sales surge

A decision to adjust peak season prices to provide more value for money deals is credited with driving a late surge in domestic bookings, according to cottages.com.

The self-catering specialist, owned by Awaze, which also owns Hoseasons, said holidays booked and taken in the same week were up 81% last week compared with last year following a six-day flash sale.

Demand for ‘book and go’ holidays have also been strong during July, with the company reporting a 37% rise in breaks booked and taken last month compared with July last year.

The late sales trend has continued this month with bookings made last week for this month up by 30% year on year.

Awaze revenue director Catherine Smith said the company’s approach on price management was a leading factor in driving late sales.

She said: “This data unequivocally shows demand for UK breaks is there as long as the price is right.

“We’ve been working very closely with our property owners to educate and guide them on the best approach in what is a very price sensitive market, and that is clearly paying off for those who’ve listened to our advice and adjusted their prices accordingly.”

Smith said it was clear customers were looking for the “best possible value” this summer, as the cost-of-living crisis continues to bite.

“Our recent sale and ongoing late deals incentives are definitely striking the right chord with those who’ve been weighing up their options and left it late to book,” she added.

Revenue for bookings later in the year and 2024 is also up, with property owners willing to adjust their price expectations achieving rental income that was 35% up for 2023 arrivals and 20% up  for 2024 in the last four weeks compared to the same period last year.