British holidaymakers are searching harder than ever for value when booking their annual escape, but sticking to traditional travel habits could be costing them hundreds of pounds. New research from First Choice reveals that rigid booking patterns — such as flying on Saturdays, travelling during peak summer, and opting for neat seven- or 14-night stays — are quietly driving prices up.
After analysing two years of booking data, First Choice found that despite rising costs, around 70 per cent of UK travellers still book inflexible, traditional trips, even though more flexible alternatives are often significantly cheaper. The findings are detailed in the brand’s newly released Wonky Holidays Savings Report, which highlights how small changes can unlock substantial savings.
Flexibility Is the New Luxury for UK Travellers
According to the report, embracing “wonky” travel choices — from odd-length stays to alternative airports — can dramatically reduce the cost of a holiday without compromising on experience. The data shows that odd-length breaks of three, five or even 11 nights can reduce nightly costs by up to 13 per cent, simply by shifting travel dates by a day or two.
Midweek departures also prove far better value, with travellers saving around £70 per person by flying on a Tuesday or Thursday instead of a Saturday. Meanwhile, flexibility with departure or arrival airports can unlock hundreds of pounds in savings, and in some cases over £1,000 per passenger.
Shoulder Season Travel Offers the Biggest Wins
Timing is another crucial factor. While April, May and September are typically cheaper than peak summer, the report identifies specific “golden window” weeks where savings are even greater. Travellers booking trips in late March, early April or mid-September can save up to £160 per person, around 16 per cent, compared with early-summer travel.
Just as important is when travellers book. Periods of lower demand — particularly January and early autumn — consistently align with softer prices. These so-called “value windows” also allow holidaymakers to stack savings with promotional offers, such as First Choice’s Turn of Year Sale, which currently offers up to £500 off selected trips.
Expert Advice: Why ‘Wonky’ Choices Pay Off
Money-saving expert Jordon Cox, who partnered with First Choice on the report, says many travellers are unknowingly paying a premium by following the crowd.
“People work hard all year for their holiday, but too often they end up paying more simply by sticking to standard travel patterns,” Cox explains. “Being flexible — whether that’s travelling midweek, choosing a different airport, or avoiding seven- or 14-night stays — can unlock significant savings. For families especially, those small differences really add up.”
Wonky Holidays: Designed for Better Value
To help travellers find these deals more easily, First Choice has launched its Wonky Holidays hub, allowing customers to explore flexible trips, alternative airports, shoulder-season dates and standout savings all in one place.
Kevin Nelson, Managing Director at First Choice, says the initiative is about confidence as much as cost.
“People want incredible holidays, but they also want reassurance that they’re getting great value. Wonky Holidays makes it easier to find flexible trips that deliver better prices without compromising on experience.”
Travellers can explore First Choice’s Wonky Holidays here, or read the full Wonky Holidays Savings Report for a deeper dive into how flexibility can stretch holiday budgets further.
