When planning a getaway, the majority of British travellers instinctively book from their nearest airport, opt for conventional durations like one or two weeks, and depart over the weekend. However, emerging research indicates that these ingrained habits are inadvertently driving up the cost of holidays, with many consumers unaware of the financial impact.
The Price of Tradition
A comprehensive new analysis of booking data from the past two years has uncovered a startling trend. Approximately 70 per cent of holidaymakers consistently book what are termed 'traditional' trips. These typically involve stays of seven to fourteen nights, using the closest airport, and scheduling travel over weekends. Tour operator First Choice has identified that this widespread approach is quietly but significantly increasing the prices that consumers pay for their breaks.
Embracing the 'Wonky Holiday'
In response, First Choice is advocating for a shift towards booking a 'wonky holiday'. This concept involves making a series of unconventional, yet relatively minor, adjustments to your travel plans. The potential savings are substantial, with the operator suggesting travellers could save over £1,000 per person by adopting this more flexible mindset.
The core principles of a wonky holiday include:
- Choosing Odd-Length Stays: The research found that booking for less traditional durations, such as five or eleven nights, could reduce costs by up to 13 per cent compared to standard week-long or fortnightly holidays.
- Flying Midweek: While Saturday remains a popular departure day, opting to fly on a Tuesday or Thursday saved holidaymakers an average of £70 per person in the study.
- Considering Alternative Airports: Being willing to depart from or arrive at a different airport can lead to dramatic savings. In some instances, this simple change cut costs by more than £1,000.
- Travelling in Shoulder Season: Planning getaways for periods like late March or mid-September, outside of peak summer demand, proved to be 16 per cent cheaper on average.
Real-World Savings Example
First Choice's Wonky Holidays Savings Report provided a concrete illustration of the potential benefits. A seven-night holiday to Paphos, departing from London Heathrow on a Saturday in late July, was priced at £1,500 per person. By making strategic 'wonky' adjustments—flying from London Luton on a Tuesday in mid-July to the same hotel—the cost plummeted to just £947 per person. This represents a remarkable saving of £553 per traveller through minor tweaks to the itinerary.
Expert Endorsement for Flexibility
Money-saving expert Jordan Cox emphasised the value of this adaptable approach. 'Being flexible, whether that's travelling midweek, choosing a different airport, or avoiding the standard seven- or 14-night stay, can unlock significant savings,' he noted. 'Sometimes it's even enough to take two trips for the price of one. A little research and a willingness to embrace slightly 'wonky' choices can go a long way.'
Kevin Nelson, Managing Director of First Choice, explained the rationale behind promoting wonky holidays. 'People want incredible holidays, and confidence they're getting value,' he stated. 'That's why we created Wonky Holidays: to make it easier to find flexible trips that deliver better value without compromising on experience.'
This focus on smarter booking comes amid broader travel discussions, including advice from seasoned travellers on the importance of discussing finances with friends before embarking on a group holiday. The message is clear: challenging conventional booking wisdom with a 'wonky' strategy can lead to far more economical and rewarding travel experiences.
