Travel companies should hold their nerve and not panic into cutting prices too soon.

That?s the advice from PricewaterhouseCoopers LLP, based on the results of a poll of 2,000 British consumers.

?For a few years we have seen booking patterns getting closer to departure date,? said Malcolm Preston, the company?s head of travel.

?The industry was doing its best to reverse this trend with exclusive deals, reduced capacity and more differentiated product.

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