The average selling price at Tui has increased 5%, which the company has described as "notably higher" than the 2% price increase reported in the first three months of its 2023 financial year.
In its half-year results, the German-British company said the average selling price is actually up 8% on a like-for-like basis compared to the previous season.
The latest price rise "highlights customers' continued willingness to prioritise spend on travel and experiences", the company said.
When compared to the pre-pandemic summer of 2019 the average price of a holiday increased 26%.
Despite the rise, booking volume for summer holidays "remains strong", ahead of 2019 levels. Nearly two-thirds (64%) of UK holidays are sold, the results said, more than any other market.
Spain, Greece and Turkey are the most popular destinations for summer travellers.