Having profited from a record-breaking June, the Stoke-on-Trent-based operator saw booking levels aligned with numbers ordinarily seen during the January peak sales period.

This unseasonably good performance comes just two weeks after Blue Bay reported its best June trading day on record, which it exceeded by 112% on 28 June, making it the best day in the company’s history.

Online bookings, meanwhile, were up 63% on the previous best. The company put the strong mid-year performance down to multiple technical changes aimed at making the booking process smoother. 

Chief executive Alistair Rowland said the record trading month was an "incredible – albeit surprising – achievement".

"We have worked hard across all areas of the business to enhance the journey for the customer, whether that be improving the online booking process, offering a wider range of products, or reducing call waiting times, it has all really paid off here," he added.

"It will be interesting to see if this becomes a regular annual pattern for the business, while travel continues to find its new normal."