Who even are we?
If you’re getting a bit of déjà vu, you might recognise us from our old high-street era in the 90s and 00s, then we joined up with TUI in 2007 and today, we’re just a travel company doing our own thing. We saw how travel trends were changing, so we changed too. Hybrid working means we can move around more and even with the cozzy livs crisis, holidays are still a priority (bosses and bank balances permitting). It’s important stuff – where to go, what to do, how much to spend. So, it’s time to get picky. Picky means making better choices, curating your trip and having a say on all the details, right down to white bedding and Nespresso coffee in your room.
Who’s high maintenance? Not you. You know exactly what you want from your trip and we’re here to help you have it all. Find out how below 
Why pick First Choice
Fight the fear of better options – AKA FOBO – and find yourself a holiday that ticks all your boxes. Enter, First Choice. We help you get picky with packages where you only pay for what you need. Because we believe you should have a trip with all the bits you want, and none of the things you don’t. Plus, that means you can make things cheaper…
Start with a destination, or just a vibe, and customise the rest from there. Maybe the spas in Budapest are on your bucket list. Or, you’ll go wherever you can but only for a budget of £500 or less. From LGBTQ+-friendly places to picking authentic experiences that keep the Insta content coming, our deals are ready to get you going.
If you don’t know what your perfect trip looks like yet, visit our Inspire blog for all the best itinerary ideas and insight.
We’re always on top of what’s hot…
180+ DIFFERENT DESTINATIONS
10,000+ TWO TO FIVE STAR HOTELS
22,000+ AUTHENTIC EXPERIENCES
2,000+ FLIGHT-FREE STOPS WITH BYWAY
Insider picks
We’ve partnered with an amazing group of travel creators to launch the First Choice Insiders programme. Getting all the on-the-ground information and inspiration you’re after when you’re searching for a holiday can be a lot – and that’s where our Insiders come in… From Amsterdam to the French Riviera and Ljubljana, they pick the trips they really want to go on and bring all the details back to you – videos, pics and loads of local recs – on social and here on our website.
Pick an Insider that loves what you love and give us and them a follow for their latest whereabouts, top tips and itinerary inspo. You can go along on those journeys with them, and see what hits the spot for you. They’re all set to be your eyes and ears on the ground – bringing you that ‘you had to be there’ expertise you won’t get anywhere else. Then, if a hotel, an experience they did, or their entire trip looks like a bit of you, you can simply shop the look.
If you haven’t checked it out already, our Insiders Hub is the place to be for all the tea on their trips.
Our Insider, @hadleyogarro, coming through yet
New Insider alert 
Our Insider, @lian_ireri is back with reasons your
Cheers to 5 Insiders visiting 17 countries this
Don’t be ridiculous Andrea, everybody wants this…
Our Insider, @baileyturvey back at it again with
Our Insiders, @usntheworld serving wholesome
Trust our Insider, @hadleyogarro to pick a stay
Cook’s Club Calvin Beach is giving major Pinterest
Not your average package
Basic holiday packages are so last year… It’s YOUR holiday, no one else’s. We’re not about off-the-shelf – the power to pick the trip you really want is all yours. Pick to travel by plane or train – thanks to our partners in flight-free adventure, Byway – add a Weather Guarantee to get paid if it rains on your trip and over 22,000 authentic experiences to get out and about while you’re away. You can even find festivals and events around the world to build out your break or spark the next one – plus, some are completely free.
We also know not EVERYONE uses 25kg of luggage, so only pay for what you need by adding on your perfect allowance for each passenger. Maybe you go hand luggage only or share a 15kg bag between two – it’s your choice. The same goes for transfers. If you don’t need anything pre-arranged, leave it off and make your holiday cheaper. Or, if you want to hop on the hotel coach or have a private taxi waiting for you, add it on.
Head to our Holiday Extras page to see what else can help you personalise your package.
Fee-free low deposits
Thanks to our direct debit payment plans, paying for your next trip just got easier. No need to pay for your holiday all in one go – you can even opt for a £0 deposit – and spread the cost over multiple payments. Who’s payday? We don’t need her anymore…
Good deals don’t always come along at your bank balance’s best moments, so it still pays to book ASAP when you can, and our direct debit plans help you do that. You need to book your trip at least six months in advance to qualify for a £0 deposit*, then you’ve got a whole half a year to slowly pay it off. Or, we’ve got a PayPal Credit option. If approved by PayPal, you can also pay a big fat nothing when you book, then enter a credit agreement to spread the cost over a series of instalments. And, while the £0 deposit scheme is only available if your trip has flights with TUI Airways, with PayPal Credit,
the airline doesn’t matter. The full terms for PayPal Credit can be found on the PayPal Credit website. If you prefer to book a bit closer to the time, you can lock in your trip for just a £30pp deposit*, too, and we charge absolutely no admin fees! This scheme is available for our winter 2024/2025 and summer 2025 packages, including holidays departing up to the 31st October 2025.
Check out our payment options page to pick the way you pay.
Cancel for free with Flex
Book with First Choice Flex and you get to cancel your holiday for free* up to 48 hours before you fly. The FOMO is real… like when your mates’ surprise engagement party surprises you more or the Glasto gods come through with those golden tickets, but you’ve already locked in Ibiza with the gals. It’s almost like the world doesn’t care you’re meant to be on holiday – but we do.
Sometimes, the trip you really want just has to wait. So, when plans collide, Flex gives you the ultimate flexibility to flake and get your money back. You’ll get a full refund for your hotel and flight, we’ll just hold onto your Flex fee.
Find out more over on our First Choice Flex page.
We got you
We’ve been in the business since 1994 and became a part of TUI Group in 2007. So, we know our stuff when it comes to travel and have a 4.3 Trustpilot rating to show for it.
You can always expect the same ABTA & ATOL protection from our packages and our team are on hand to help with whatever you need. We’re always with you online, on the First Choice app or just a phone call away. From the second your holiday starts, our on-trip team are available 24/7 for any help you might need or questions you might have. Even after you get back, we want to know how it went and always appreciate any feedback you have, good or bad.
See how you can contact us and find the information you’re looking for.