Booking late is stressing Brits out: holidaymakers anxious and overwhelmed when making last-minute holiday decisions
Over a quarter say they’re worried they will regret their choice
TUI launches in-store service for customers who have left it late to book
Last-minute holiday bookings are leaving Brits feeling under pressure, with many admitting they feel anxious (29%) and overwhelmed (21%) when making travel decisions close to departure, according to new research from TUI.
In response, TUI has introduced its “Last Minute, Holiday Check It” service across its retail stores*, designed to support customers who have left it late, and as a result are navigating shorter booking windows ahead of the summer period.
The study of 2,000 UK adults found that the biggest concerns when booking a last-minute holiday are paying more than necessary (36%), feeling rushed into making a decision (34%), and worrying they’ll regret their choice (27%), demonstrating the need for specialist guidance, quick answers and reassurance. Almost a quarter (24%) said that speaking to someone who can answer their questions and advice from a travel agent (20%) would help them feel more confident they’ve selected the right holiday for them.
Chris Logan, commercial director at TUI UK&I said: “We understand that booking a holiday is a big decision, and when time is limited, the pressure to get it right can feel even greater.
“Our research shows that many people feel overwhelmed when booking last minute, whether that’s worrying about choosing the wrong option or not having enough time to compare properly. That’s where speaking to a travel expert can make all the difference. Our ‘Last Minute, Holiday Check It’ service is there to give customers reassurance, clear answers and confidence, so they can book knowing they’ve made the right choice for them.”
About TUI UK&I
Backed by a team of over 11,000 professionals and a network of over 300 retail stores and independent travel agent partners, customers benefit from expert advice throughout their holiday experience. TUI Airways, part of TUI Airline, operates to over 77 destinations in 31 countries including Turkey, Greece, Thailand and Egypt with 70 aircraft from 22 UK and Ireland airports. We partner with over 50 leading airlines giving customers unmatched flexibility to find their perfect holiday whether it be Warsaw, New York or the Maldives. Our award-winning service is recognised by Good Housekeeping Reader Recommended and trusted by customers with a 4.6 star Trustpilot rating. We were also awarded Best Travel Company for Accessible Holidays 2025 by Good Housekeeping and won various awards at consumer voted British Travel Awards 2026.
The research was conducted by Censuswide, among a sample of 2,000 UK Nationally Representative Consumers. The data was collected between 12.06.2026 - 15.06.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles
*Appointments can be booked by searching your local TUI store via the TUI Store Finder page, where an in-person or telephone booking can be made for a ‘Last Minute, Holiday Check It’ appointment.
**T&Cs apply.