About First Choice

We do this by putting you and your choices first, so you can make the most of the time before you go, and every second when you’re there. Using our years of experience, we bring together all the options you could want in a holiday. Sun, sea and sand, or adventure, culture and nature. Wildlife or nightlife, plane or train, laidback breaks or active escapes.

With only great choices to hand, it’s time for you to get picky. Start with your interests or our destinations. Pick from a wide range of accommodation from 5* hotels to hostels, dining in or dining out. Add an experience, upgrade or save some cash. Explore new destinations and travel by plane or train. Only you can decide what makes a choice perfect.

Read on to find out more about recent changes and the ‘new’ First Choice.

If you’ve got a question, check out our FAQs or get in touch.

The First Choice shopfront was a familiar high-street presence throughout the 90s and 00s, and many of us have fond memories of a First Choice holiday. First Choice joined forces with TUI in 2007 and is still an important part of the group.

But over the past few years, we’ve seen how travellers’ needs are changing, and so we’re changing too. We’re looking ahead to the future with a new direction that brings new destinations, hotels and holiday types, exciting partnerships, and a fresh new identity.

Over the past few years the way we plan our trips away has totally changed. We’ve got the whole world at our fingertips: we can choose to go anywhere, any time, for as long or as little as we want (bosses and bank balance permitting).

And these holiday choices matter deeply. If you’re someone who loves to travel, they’re some of the most important decisions you make.

But, when it comes to picking a holiday, endless choice isn’t necessarily a good thing. The planning phase can be fun, but there’s an overwhelming amount to think about, leading to ‘fear of better options’. You don’t want to stick with a package that doesn’t feel right for you, so you spend days deep in endless tabs, filters, spreadsheets, notes apps and group chats. You don’t want to settle for anything less than the best ­­– whatever that means for you.

Picky? Yes, and proud of it! At First Choice, we believe that being picky is a positive – it’s the only way you can pick the trip you really want.

Picky means making better choices, so you can make the most of the time before you go, and every second when you’re there.

We’ll gladly get you started with great choices, ideas and inspiration, backed by years of experience. Then you need to get picky, because only you can decide what makes a choice perfect.

Sun, sea and sand is a winning formula, and First Choice will always do it well. But we know that being on the beach is just one of many ways you love to holiday, so we’re making sure we’ve got all bases covered – you can pick from culture, cities, food, activities and nightlife, as well as more off-the-beaten-track adventures.

Plan your trip around your interests or our destinations. Pick luxury hotels or great value hostels. Go via plane or train thanks to our partnership with Byway. Dine in or dine out. Add an experience, upgrade or save some cash.

You can pick from almost 200 destinations in over 60 countries across Europe, the Middle East, Africa, South-East Asia and Central America. Through our partner Byway, we even offer train trips to Europe (and all the way to North Africa!).

And, of course, when you go away, you don’t just want to stay somewhere – you want to experience the very best it has to offer. So, we bring together the activities and excursions you really want and make it easy to add them to your trip via First Choice Experiences. There’s everything from cooking classes in Crete, stand-up paddleboarding in Majorca and rafting on the Soča River in Slovenia.

Whether you’re seeking low-key luxury or high-end hostels, a beachfront paradise or mountain views, slow travel or outdoor pursuits – there’s no bad choice to be made.

Pick a trip to the beautiful Adriatic Coast with new destinations in Albania, Slovenia and Croatia.

Or try a new take on Spain and France, with holidays now available in foodie and cultural hotspots along Spain’s Atlantic coast (San Sebastián, A Coruña) and new destinations in the French Riviera (Cannes, Aix en Provence, Montpellier).

Alongside this, we’re adding more choice in ever-popular destinations like Italy, Portugal, Greece and the Canary Islands.

When it comes to keeping in touch, you want to have all the information at your fingertips and speak to us via digital channels at the times that suit you.

So, we’re now offering a fully digital service. Our team are on hand via web chat before you travel and 24/7 on the app while you’re away. (And we’re always at the end of the phone if you need us.)

All our package holidays are financially protected by ATOL and ABTA, so you can book your trip with confidence and total financial security, too.

We’re constantly adding new and interesting destinations, hotels and experiences. We pick these based on what’s trending, the latest industry insider knowledge, and where your budget stretches further, so there’ll always be a trip you really want – even if you don’t know it yet!

We’ll be adding more partnerships, content and features, all designed to help you make the most of the time before you go, and every second when you’re there.

We’d love to hear what you think of the new First Choice and if there are any destinations, hotels or experiences you’d love to see here – drop us a note.