An investigation conducted in summer 2026 into online holiday pricing revealed that some packages from Tui and Loveholidays saw price increases after customers clicked on them. The study, which collected over 2,000 prices from major UK holiday firms, found that 7% of Loveholidays packages and 6% of Tui packages increased in price after the initial search results.
These price surges, attributed to 'dynamic pricing', included increases of up to £580 for both Loveholidays and Tui. While Tui includes a disclaimer about potential price updates, Loveholidays states that prices shown in search results are 'from' the amount displayed.
In contrast, no price increases were observed for holidays booked through Expedia, Lastminute.com, or On the Beach during the same investigation. Tui stated that the majority of its prices remain unchanged and that third-party airlines are often the cause of any differences.