Hays Travel has seen a "huge spike" in the number of people booking holidays, as the February half term approaches.
Hays owner Dame Irene Hays told BBC Radio 4's Today programme: "In the last week of January we were back to the same levels of bookings as we were in January 2020."
Spain, Turkey, Greece and the USA are popular destinations, she said, adding that people are also choosing destinations much further afield.
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The average price per booking is also up by about £482 "because people just want to spend more on themselves, they want to go all inclusive and they want to stay a little bit longer".
Dame Irene said "huge numbers" are returning to the high street to book holidays, adding that 56% of customers are new to Hays Travel compared to 2019 when the number was about 19%.
She added: "They want to speak to human being, they want to get to know them, they want to make sure that they're getting the best advice before they book.
"But they also need to know that somebody will be there for them while they're on their holiday and when they return."
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