Can you really trust that ‘bargain’ holiday price?

Have you ever been searching for holidays online only for the price to increase? Well, you’re not alone.

In this episode of Which? Shorts, we share the result of our research into Expedia, Lastminute.com, Loveholidays, On the Beach and Tui, where we aimed to find out how the business model dubbed ‘dynamic pricing’ affects prices for customers.

We saw some holidays increase by hundreds of pounds at the click of a mouse, so how can firms get away with this? And are there any examples of holidays that go down in price instead?

This episode is read by James Rowe, and is based on an article written by Trevor Baker, originally published in the September/October 2026 of Which? Travel.

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