Consumer champions Which? have warned travellers not to be seduced by 'too good to be true' holiday deals in the January sales. While many people book summer breaks during the January gloom, believing they are securing the best prices, Which? has identified several common mistakes that can lead to overpaying.
One key tip is to use a smartphone for hotel bookings. Which? found that many travel companies offer mobile-only discounts of up to 40%, which are not visible on laptops or tablets. In one case, they saved £270 on an apartment in Amsterdam by booking via a phone. They recommend comparing deals on both computer and mobile, ideally with a loyalty account.
Another pitfall is believing the sale price. Which? discovered that some major hotel chains exaggerate the number of bargains in their promotions, with some sale prices not existing at all. This practice, known as the 'commitment and consistency' principle, can boost sales by making consumers more likely to buy even at a higher price after investing time. Which? advises walking away if a promised deal cannot be found.
Headline fares can also be misleading. Which? found that British Airways worked out cheaper than low-cost providers on two out of three routes checked, once extras like cabin bags and seat selection were added. For example, on a return flight from London to Malaga, a low-cost carrier's basic price was £36 less, but after adding a cabin bag and seat, BA was £25 cheaper.
Finally, Which? argues that all-inclusive package holidays are often cheaper than DIY trips. In seven out of ten popular destinations, packages were more affordable. A three-star all-inclusive holiday to Cancun for a family of four was £1,389 in spot checks, over £500 cheaper than booking separately. Packages also offer financial and legal protection if things go wrong.
