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Like so many businesses on the London Stock Exchange, the Manchester-headquartered travel giant's share price plummeted in a matter of hours.
Falling to a low of down 75% after the reality of the situation first hit the UK's business community, its share price has been on a bumpy ride ever since.
It had actually recovered to its pre-pandemic level in May last year before founder and chief executive Simon Cooper made the "very difficult decision" to stop selling summer holidays temporarily because of the continued Covid-19 concerns around