Package holiday prices are up to 11.5 per cent more expensive this year, Which? finds

Which? analysed the prices of over 8,000 European package holidays, comparing the costs of holidays available in January 2024 for a August 2024 departure, with those gathered in January 2025 for August this year.

The consumer champion found holiday prices have risen by an inflation-busting 4.2 per cent on average compared to 2024, with seven out of ten destinations the consumer champion checked seeing rises above the overall rate of inflation (2.5%). 

A combination of factors is contributing to higher prices this year, including continued high demand for holidays. Rising energy costs for hotels and aviation fuel prices have added to the problem, as has a lack of air traffic control capacity on key routes, and backlogs in delivering new planes. 

Of the destinations checked by Which?, packages to the Black Sea coast of Bulgaria have seen the most significant rises, shooting up by a whopping 11.5 per cent since last year. The average per person package price has risen from £1,038 in summer 2024 to £1,157, meaning a couple booking a summer holiday now will have to find £238 extra on average for a week’s holiday in August.

It’s likely the particularly steep price rises in Bulgaria are tied to a lack of supply, with the country’s popular budget package holiday industry largely focused on just a few Black Sea resorts. Nonetheless, Bulgaria remains a comparatively good value European holiday destination.

Italy, Portugal and Cyprus have also seen above average price rises. In Italy, the average cost of a package has shot up by 7.4 per cent, taking the average per person cost of a holiday from £1,163 to £1,249 - an increase of £172 per couple. 

This has been driven in part by steep price rises in luxury destinations like Lake Garda and Sorrento, which have seen increases of £94 and £81 per person respectively. Which? found price rises have been less dramatic in regions like Sardinia, which has seen an average rise of just £38 per person. However, with an average spend of £1,588 per person for a week’s break, the island is still among the most expensive European destinations.

Portugal meanwhile has seen price rises of 6.8 per cent on average, with the per person cost of a package rising from £1,267 to £1,353, while prices in Cyprus have risen 6.4 per cent, rising from £1,241 per person to £1,321 on average.

Countries including Croatia, Spain and Greece have also seen prices rise since last summer - but at rates below three per cent on average.

Just a few destinations have seen prices fall since last year. Chief among them is Ibiza, where prices have fallen by 6.4 per cent on average from £1,269 per person to £1,187, a saving of around £162 per couple.Other areas of Spain have also bucked the overall trend. The Costa Dorada has seen prices fall by 2.9 per cent on average from £1,074 per person to £1,042, and holidays to Tenerife are around 2 per cent cheaper, falling from £1,200 to £1,175. 

Rory Boland, Editor of Which? Travel, said: “While inflation has started to ease over the last year, our latest research has shown holiday prices bucking the trend, with a combination of increased demand, alongside rising energy and fuel costs, contributing to higher prices for holidaymakers.

“Booking early is almost always your best chance of securing the best rate - so now is the best time to get the cheapest prices on summer holidays. Take the time to shop around, and if you’re holidaying with kids, consider travelling in the last week of summer holidays, as we’ve previously found this can be the cheapest week in the peak season.”

-ENDS-

Notes to editors

-In January 2025, Which? gathered August holiday prices to key European destinations with the UK’s two biggest tour operators - Jet2Holidays and Tui. The consumer champion then compared them with August holiday prices gathered a year earlier, in January 2024. In total Which? analysed 8,122 holidays. 

-The average price is for a seven-night holiday, including flights, departing in the first week of August, based on two people sharing a standard double or twin room. Which? only included destinations with a minimum availability of holidays from both providers. 

- Which?’s price check simply looked at available holidays, so steep price rises in Bulgaria, Italy, Portugal and Cyprus may also reflect an increase in the availability of luxury accommodation or pricier board types, like all-inclusive, compared to other countries.

-Rate of inflation based on the UK Consumer Price Index (CPI) December 2023 to December 2024. 

-For reference, the rate of inflation in the Euro area is 2.4%. 

How to find cheaper package holidays in 2025

1. Book early. Analysis of the past two years has shown us that holidaymakers can save hundreds of pounds by booking an August summer holiday early - ideally right now, in January. Six of the 10 countries Which? checked last year were cheaper if you booked in advance.
   
   
2. Book the right destinations. Which? has price checked more than 6,000 summer holidays to find the cheapest destinations in 2025. While Bulgaria may have seen the biggest price rises this year, it’s still in the top three for value along with Dalaman (Turkey) and Agadir (Morocco). The Canary Islands and certain parts of mainland Spain are among the cheapest for all-inclusive breaks.
   
   
3. Go in late August. If you can’t travel out of season (September is the best bet for shoulder-season savings), then go in the last week of the school summer holidays. Which?’s research found it’s usually the cheapest.
   
   
4. Consider all-inclusive. Because all-inclusive holidays include all your meals and extras, they can help save money and control your costs. Just make sure you pick your provider wisely. Which? found that some brands make you pay extra for everything from snacks to cocktails. Check its table of the Best all-inclusive holiday providers.
   
   
5. Compare tour operator prices. You can find benchmark pricing, and ratings for dozens of companies in Which?’s reviews of the Best package holiday providers, based on survey of nearly 20,000 holidays. Plus, Which? Recommended Providers have promised not to apply surcharges in 2025 - so the price won’t go up after you book. 

About Which?

Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.

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