UK holiday companies hit by the early summer monsoons and competition from the Olympics appear to have been boosted by a late-booking burst.
Many holidaymakers waited to the last minute and booked late August breaks, holiday company Hoseasons reported.
This late surge meant the company welcomed more than 245,000 people to its lodges and parks' holidays during the 2012 school holidays - up 9% on the 2011 figure.
Bookings during the peak summer period were up 24%.
The figures were released at Antalya in Turkey where travel organisation Abta is holding its annual convention.
"We have seen many people booking time off work but waiting until the eleventh hour before deciding exactly where to go on holiday," said Pali Badwal, managing director of Hoseasons.
He went on: "We were taking peak bookings deep into August, which shows that the whole of the school holiday period is now key."