New research from easyJet holidays reveals that British holidaymakers are turning their backs on rigid travel deals. As demand for flexible holiday bookings reaches new heights, research carried out on a sample of 2000 UK adults reveals a major shift in how the nation approaches big-ticket purchases.

Today, three-quarters of Brits actively look for travel brands that offer flexibility at checkout. From low-deposit payment options to free cancellation policies, consumers across the UK are prioritising holidays that offer more control, choice, and peace of mind.

This growing appetite for flexibility reflects a wider change in the consumer mindset. Almost eight in ten (78%) UK adults say they feel more cautious about committing to large purchases than they did two years ago. Furthermore, two in five admit to experiencing buyer’s regret after being locked into a deal they couldn’t easily change.

The new consumer priorities: Flexibility beats brand reputation

When UK consumers were asked what matters most to them when booking a product, service, or experience, the cost was naturally the primary concern. However, the data reveals a striking shift in secondary priorities.

Today, flexible booking and cancellation options (39%) and payment flexibility (35%) actually outrank traditional trust signals like brand reputation, ease of the booking process, and recommendations from friends and family.

Top factors when booking a holiday or experience:

Source: easyJet holidays

As a result of this shift, a new “consumer contract” is emerging within the travel industry, built around four key pillars: Payment, Price, Booking, and Cancellation.

1. Payment Flexibility: Spreading the Cost, Boosting Confidence

Flexible payment options are now a primary driver for UK travellers when securing their next getaway. With everyday living costs remaining front of mind, travellers are increasingly seeking flexibility in how and when they pay.

• 77% say spreading payments makes them more likely to commit to a large purchase.

• 43% have abandoned a purchase due to rigid payment terms.

• 35% say payment flexibility is a crucial factor when booking trips.

Generational Breakdown: Who Relies on Spreading the Cost?

The research shows that while the desire to spread the cost of a holiday is felt strongly across the UK, it is significantly more vital for younger generations. A staggering 84% of 18-to-24-year-olds say the option to spread payments over time makes them more likely to go ahead with a booking, compared to 64% of those aged 65 and over.

Source: easyJet holidays

2. Price Flexibility: Reassurance in Uncertain Times

As travellers look for the best holiday deals, price reassurance is becoming just as important as the initial price tag. Consumers are moving away from rigid, time-sensitive pricing and leaning towards bookings that offer transparency and confidence.

• 4 in 5 Brits are more likely to book with a provider offering a Best Price Guarantee.

• 40% state that price guarantees are a key factor when committing to a holiday.

The flexible way to book: easyJet holidays’ Best Price Guarantee means if you find the same holiday cheaper elsewhere, the difference will be matched—plus you’ll receive an extra £5 per person discount.

3. Booking Flexibility: Freedom to Adapt Plans

When it comes to travel, the freedom to change your mind is just as important as finding a great price. Whether booking an early-bird summer holiday or leaving plans until later, today’s travellers expect their booking to adapt to their needs.

• 49% of Brits say they’ve delayed or avoided booking a trip because dates couldn’t be changed easily.

• 65% say they don’t want to feel tied down when making big decisions.

The flexible way to book: With easyJet holidays, you can change your booking online with ease and low change fees up to 28 days before travel, giving you the ultimate freedom to adjust your holiday plans.

4. Cancellation Flexibility: The Ultimate Safety Net

At the heart of the shift towards flexible travel is the reassurance of being able to cancel. Knowing you have a safety net is now a deciding factor for the majority of UK holidaymakers, regardless of age. In fact, our data highlights that easy cancellation policies make 88% of 35-to-44-year-olds more likely to book.

• 4 in 5 Brits say an easy cancellation process makes them more likely to book.

• 57% say free cancellation is one of the most important factors when booking a holiday.

• 52% associate rigid booking terms with higher risk.

What Makes Brits Comfortable Committing?

When we asked consumers what specifically makes them feel comfortable handing over their hard-earned money for a holiday booking, clear flexible policies beat out everything else.

Source: easyJet holidays

Flexibility is the new standard

The message from UK consumers is clear: flexibility is no longer an added extra—it’s expected. With more than three-quarters of Brits actively seeking flexible booking options and growing demand for adaptable, low-risk ways to plan and pay, the travel industry is evolving fast.

For holidaymakers, this evolution means more flexible booking, more control, and complete confidence when planning their next getaway.

The flexible way to book: You shouldn’t have to fork out a massive lump sum just to hit the 'Book Now' button. With easyJet holidays' Ultimate Flexibility, you can secure your trip with a low deposit of just £60 per person, then spread the remaining cost in a way that suits you. Pay in as many or as few instalments as you like, completely interest-free, with the balance due just 28 days before departure. Want to learn more about how it works? Discover all the details on paying for your holiday.