Why Now Might Be the Moment to Take a Second Look at Your Summer Holiday Plans
Many families are still yet to book their summer holiday, while others are already thinking further ahead to 2027. And there’s a very clear reason for that shift. Over the past 12–18 months, holiday prices across Europe have continued to rise, particularly in those destinations that families tend to favour for summer sun and perceived “certainty” — Spain, Greece, Italy and parts of mainland Europe.
Alongside this, there has also been growing industry commentary around the impact of wider geopolitical uncertainty, including tensions in the Middle East, which has contributed to more cautious booking behaviour, later decision-making, and a shift in how families are planning their holidays.
For many families, this has meant starting the search, feeling the pressure of rising costs and uncertainty, and then pausing plans altogether or delaying the decision.
If that sounds familiar, you are not alone.
A softer family market is starting to show
We are now seeing clear signs that the UK family holiday market is softening for Summer 2026. In response, the major UK package holiday companies are adjusting their approach.
One of the most striking examples is Jet2holidays, which has taken the unprecedented step of introducing Free Child Places across every flight for Summer 2026 (up to the end of October). This has created millions of free child place holidays across their network — a level of availability and incentive that is highly unusual at this point in the booking cycle.
Shift in Family Holiday Bookings
At the same time, wider industry reporting has highlighted a shift in booking behaviour, with families increasingly booking later, shopping more cautiously, and showing greater sensitivity to price. What this really tells us is simple. The market is responding to more cautious consumer behaviour, and that is creating opportunity.
What this means for families?
When demand softens, offers tend to sharpen — and that is exactly what we are seeing now. For families who felt earlier prices were out of reach, this is the moment where it is worth taking a second look. Not because everything is suddenly cheap, but because there are now genuine opportunities appearing that weren’t available even a few weeks ago.
And the Free Child Places release from Jet2holidays is a strong example of that shift.
We working in partnership with Jet2Holidays
If you’ve seen a Jet2holidays holiday online and you’re not quite sure if it’s the right fit or good value, just send it over to us. A quick screenshot is perfect.
And if you’re feeling overwhelmed by the sheer amount of choice out there, you’re not alone. Comparing dates, airports, hotels and prices can quickly start to feel like a full time job, especially when everything starts to look the same after a while. This is where we step in.
We are authorised partners with Jet2holidays, which simply means you get exactly the same holiday and the same price, but with our personal advice, experience and support added in for free.
No extra cost, no hidden agenda, just honest guidance from someone who knows the product and knows what to look out for.
We’ll help you cut through the noise, make sense of the options, and focus on what actually works for your family rather than what looks best on a screen.
So if you are unsure, stuck, or just want a second opinion, send it across. We are always happy to take a look.