• New research finds UK consumers increasingly favour brands that offer freedom to change plans or spread costs and turn away from deals that feel restrictive
• Driven by the ‘four pillars of flexibility’ - payment choice, booking freedom, cancellation control and easy amendments - 77% of Brits actively seek out brands offering flexible payment and booking options
•  43% have walked away from a purchase due to rigid payment terms, as almost two thirds (65%) admit they don’t like feeling tied down when making a big purchase
• Free cancellation (57%), instalment payments (43%) and price guarantees (40%) named the most important factors for committing to a holiday booking
• easyJet Holidays allows you to pay in a way that suits you, make changes and receive a refund on your deposit

Brits are increasingly prioritising flexibility over fixed deals when it comes to big-ticket purchases, with over three-quarters saying they now actively look for brands that give them more freedom at checkout.

New research commissioned by easyJet Holidays has found the demands of modern life are pushing Brits away from purchases that require them to be locked in and towards those that offer greater control, adaptable terms and peace of mind.

Almost eight in ten (78%) Brits say they feel more cautious about committing to large purchases than they did two years ago, while two in five (43%) admit they have experienced “buyer’s regret” after feeling locked into a deal they couldn’t easily change.

The data also reveals that over half of consumers (52%) associate rigid terms with higher risk, while three in four (75%) say they are more loyal to brands that provide clear options and adaptable conditions.

The new consumer contract has been described as the four pillars of flexibility by easyJet Holidays, with consumers increasingly demanding flexibility across payments, price, booking and cancellation.

Close to four in ten (39%) Brits say flexible booking or cancellation options is important to them when booking trips, with four in five (77%) saying the ability to spread payments makes them more likely to go ahead with a big purchase.

Meanwhile, 43% admit they have abandoned a transaction entirely when flexible payment options weren’t available.

With budgets under pressure, price flexibility also plays a critical role, with four in five (80%) saying they would be more likely to book with a provider that offers a Best Price Guarantee.

The top three important factors for committing to a holiday booking include free cancellation (57%), instalment payments (43%) and price guarantees (40%). This comes as 49% say they’ve delayed or avoided booking altogether because dates couldn’t be changed easily. 

While 30% prefer to book well in advance to secure the best deals, 6% say they favour keeping plans flexible and booking closer to the time. Regardless of booking habits, 65% say they don’t want to feel tied down when it comes to making decisions.

Cancellation flexibility, meanwhile, is increasingly viewed as the ultimate safety net, with eight in ten (85%) saying easy cancellation policies make them more likely to commit.

Stuart Wright, easyJet Holidays’ Customer Director, said: “Flexibility has become a defining factor in who people choose to spend with, which is reflected in the majority of Brits being more loyal to brands that offer clear options and adaptable conditions.

“In today’s competitive climate, the four key flexibility pillars of payment, price, booking and cancellation have never been more important. By building Ultimate Flexibility into our core proposition rather than treating it as an add-on, easyJet Holidays has positioned itself at the forefront of the flexibility movement and aligns with the mindset of today’s British consumer.”

easyJet Holidays Ultimate Flexibility means Brits can book a holiday with total confidence. From letting you pay in a way that suits you, to giving you the freedom to make changes and even returning your deposit if you need to cancel your booking. For more information on Ultimate Flexibility visit https://www.easyjet.com/en/holidays/info/why-book-with-us.

ENDS

About easyJet Holidays: 

easyJet holidays, launched in 2019, is a leading package holiday provider operating from the UK, Switzerland, Germany, and France.

 

In 2025, it took over 3.1 million customers on holiday, offering great value beach and city breaks to more than 8,000 hotels across 100+ destinations in Europe and North Africa. Holidays can be booked via its website or 7,000+ travel agents. ATOL-protected packages start from a £60 deposit per person and include flights, accommodation, 23kg luggage, and transfers on beach breaks. easyJet holidays is an ABTA member and offers Ultimate Flexibility with booking changes, a refund guarantee, and Best Price Guarantee.

 

easyJet holidays’ ‘Holiday Better’ strategy focuses on making more sustainable holidays mainstream, minimising tourism impacts, and embedding sustainability in its business. It partners with UN Tourism to develop an ESG framework for tourism, creating tools to measure industry impact on people, planet, and prosperity.

 

easyJet holidays was also named one of The Sunday Times Best Places to Work in 2023, 2024, and 2025.