Focusing on more expensive trips is paying off for First Choice

First Choice unveiled a 13% jump in mainstream bookings over the summer and said it was on track for double-digit earnings growth for the full year.

Its specialist holiday packages also saw a 13% rise in sales in the summer while activity holidays were up 4%.

Mainstream winter bookings for the 2005/06 season are up 6%, it added.

However, this rise is entirely down to a rise in long-haul sales, which are up 39% compared with a 13% fall in short-haul holidays.

Among its specialist offerings, winter sales for trips to North America are up 16%, but down 2% in Europe.

First Choice has been seeking to avoid the fierce competition in the package-holiday sector by moving into higher-margin trips, such as specialist and activity holidays.

It has also been focusing on long-haul packages in the mainstream sector, and over the summer saw sales of these rise 18% against a 6% increase in short-haul.