A winter price war appears to be raging in the UK with tour operators keen to make sure of early sales of summer holidays for next season. Thomas Cook, which owns JMC, is confident its strategy of reduced brochure prices coupled with strategic discounts will be a match for MyTravel's third-edition 55% price-cut message. Prices in Sunset, JMC Holidays and Thomas Cook Holidays brochures, including some third editions, have all been reduced. Cuts range from 5% in budget Sunset brochures to up to 15% in the other two brands. Other selected discounts, up to 20% with JMC and Thomas Cook and thousands of £99 holidays with Sunset, will headline a Christmas and New Year campaign in the high street. The newly priced holidays are on sale from Thursday as all the tour opertors start launching aggressive sales campaigns.

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