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If you have Tesco club card points there are 3 for 1 offers ( i.e. £10 in points is worth £30 against the ferry cost)on a lot of ferries ( we pay most of our eurotunnel cost in Tesco points)including Irish Ferries.
edit* with the car.
Next weekend is a public holiday in Ireland. The fares will probably increase.
Go figure.
Ah, but I'm going at the end of August.
Ferries, then P&O. The prices are based on demand, and departure times. High demand, then it's high prices, and they're cheaper if you go at some ungodly hour. No different to any other holiday package really, you get caned when the kids are off.
It's a racket I know!
The contract work that I sometimes do affords me a close-up view of the MS Isle Of Inishmore as it travels along the Milford Haven waterway. Some times, the vessel is heaving with punters. Other times, it looks deserted. In order to be viable all year around, Irish Ferries has to charge as much as it can get away with.
Freight users are always fleeced but they pass their overheads onto to the Republic. Holiday makers are charged on a sliding scale that is inversely proportional to demand. Cheltenham Gold Cup week must be peak demand.
It's not very complicated. If you have a boat with a capacity of 500 cars and there are 2000 people who want to get on it then you maximise profits by setting the price to a level where the 500 most keen get on (actually, in yield systems, you want to only sell 499 tickets...if you sell all 500 you don't know whether you have under priced and by how much).