Holiday company Solmar Villa Holidays has reported a huge surge in August and September bookings thanks to a washout summer prompting fed-up Brits to go in search of some sunshine.
Figures from the Burton-upon-Trent-based firm show a 196 per cent increase in the number of September villa bookings in the past four weeks compared to the same period in 2022.
September in particular has been described as “looking busier than ever.”
Solmar Chief Executive Julie Blake said: “It’s been widely reported that 2022 was the warmest year on record in the UK and last July of course went down in climate history as the first time the UK exceeded temperatures of 40 degrees.
“I think many people were expecting similar weather this year and have been holding out, but it hasn’t really arrived and that’s why many are now looking for some last-minute sunshine.”
She added: “We have had a big surge in bookings for August and September, and September is shaping up to be particularly busy.
“Destinations such as Greece, Portugal, Cyprus and Majorca are proving popular as always and although our hot deals are being snapped up quickly, there are still some beautiful holidays left for those still considering a last-minute getaway.
“We know from our own research that our customers value their summer holidays, and many feel they have missed out this year because the weather has stopped them getting out and about in the UK.”
Despite July being the hottest month ever recorded globally, the picture has been very different in the UK with parts of England and Northern Ireland suffering their wettest July ever.
Solmar specialises in private villas with pools in Europe and Daily Focus reported in May how the firm had expanded its portfolio five times in less than a year. It now has 1,500 villas on its books.
