The most common question we get is some version of 'is this quote a good price?' The honest answer is that there is no single number. A fair price for a family holiday depends on where you go, when you go, how long you stay, how many of you there are, and what is included. But there are honest ranges, and once you know where your quote sits in those ranges, you can tell within five minutes whether you are getting a deal or being overcharged. This is the benchmark we use when we price trips for UK families.
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The 2026 honest price ranges by destination
These are the all in totals for a family of four doing a 7 night holiday in shoulder season (May or September), travelling from London. They include flights or Eurostar, accommodation, the relevant meal arrangement (AI where it is the norm, B&B otherwise), and standard transfers. They exclude pocket money and souvenirs.
| Destination | Cheap (good deal) | Realistic (fair) | Expensive (overpaying) |
|---|---|---|---|
| Disneyland Paris (4 nights) | £980 | £1,250 | £1,650+ |
| Majorca AI | £1,800 | £2,300 | £2,900+ |
| Tenerife AI | £1,900 | £2,400 | £3,100+ |
| Turkey AI | £1,700 | £2,100 | £2,800+ |
| Crete AI | £2,000 | £2,500 | £3,200+ |
| Center Parcs (4 nights, midweek lodge) | £780 | £1,050 | £1,500+ |
| Florida (10 nights, villa) | £3,800 | £4,800 | £6,500+ |
| Dubai (7 nights, B&B) | £2,800 | £3,500 | £4,500+ |
What moves you from cheap to expensive on the same trip
Four levers explain almost all of the price spread inside a destination. Travel dates (school holiday or not), departure airport (London versus regional), board basis (AI versus half board versus self catering), and accommodation tier (3 star versus 5 star versus on-park).
Pulling two of these levers usually saves 30 to 40 percent on the same destination. A family booking Majorca AI from Manchester in mid June at a 4 star hotel pays £1,800 for the same trip a family from Heathrow pays £2,600 for in mid July at a 5 star. The destination, the length, even the resort area, are identical.
If your quote feels high, the question to ask is which two of the four levers could you flex. Most families move one and assume the rest are fixed. The biggest wins come from moving two.
How to tell if your quote is fair without doing the research
Find your destination in the table above. Look at where your quote sits between cheap, realistic and expensive. If you are within 10 percent of the realistic column, you have a fair price for shoulder season. Add 25 to 35 percent for school holidays. Add 15 percent for a family of five.
If your quote is above the expensive column, you are almost certainly overpaying. The three most common reasons are booking at the gate (without comparing operators), choosing a 5 star when 4 star would do, and booking the most expensive week of the school holiday block when the first or last week of the same holiday is cheaper.
If your quote is below the cheap column, do not assume you got lucky. Check what is included. Often the bargain quote excludes transfers, baggage or seat selection, and the real all in is in the realistic range.
Family of five and bigger: the maths is different
Holiday quotes for five or more people are not just 25 percent more than a family of four. The extra person pushes you out of standard family rooms, into different airline price brackets, and sometimes into a different package category altogether.
Realistic premium for a family of five over a family of four is 25 to 45 percent depending on destination. AI in Greece and Turkey is closer to 25 percent because family suites scale well. AI in Spain is closer to 45 percent because the family rooms are tight and the upgrade is significant.
Eurostar is the worst case. The fifth seat is full adult price, no discount. A family of five doing Disneyland Paris by Eurostar pays around £180 to £260 more for that single seat than the equivalent family of four. Switching to the ferry plus drive removes that line for any family size.
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School holiday loading: how much extra is fair
School holiday prices are higher because demand is higher. The fair loading versus the same trip in term time is 25 to 50 percent depending on the holiday. Summer (mid July to end August) is the worst at 40 to 55 percent. February half term is 35 to 45 percent. October and May half terms are 25 to 35 percent.
If your quote loads you 70 percent or more over the equivalent term time price, you are being overcharged or you booked late. Late booking is the main cause. Quotes 8 weeks before a school holiday are 15 to 25 percent more than the same quote 6 months ahead.
The exception that helps is the last minute holiday booked inside the last 14 days. If a tour operator has unsold inventory in a peak week, the price falls fast. We have seen Crete AI for a family of four go from £2,800 at 12 weeks out to £2,100 at 8 days out, in the same week of August.
When 'fair' is not the right benchmark
Sometimes a quote is technically fair for the holiday described, but the holiday described is the wrong one. A family who is being quoted £3,200 for a fair priced Tenerife AI in October half term may be much better served by the same family of four going to Crete AI for £2,400 in the same week.
The exercise to do before you accept any quote is to price two alternatives. One destination cheaper, one destination similar but different. If your fair quote becomes unfair compared to a better trip, the better trip wins. This is why families come to us. The numbers above are the floor of the comparison, not the answer.
Frequently asked questions
How do I know if a quote is overpriced?
Find your destination in the table above. If your quote is 20 percent or more above the realistic column for shoulder season (or 50 percent above for school holidays), it is overpriced and worth getting a second opinion.
What is the cheapest family holiday destination in 2026?
For all inclusive Europe, Bulgaria. For value beach plus food, Turkey. For a short break, Disneyland Paris in November or Center Parcs in November or January.
How much should we budget per day on the holiday itself?
On AI, £40 to £80 per family per day for tips, day trips and souvenirs. On B&B, £80 to £150 for meals plus the same extras. Disneyland Paris is £100 to £180 per family per day if you eat in the parks.
Is it cheaper to book early or late?
For school holiday weeks, early. Six to eight months ahead is the sweet spot. For shoulder season, late can be cheaper if you can travel within 14 days and are flexible on destination.
How much commission do travel agents add?
Most ABTA agents add 8 to 15 percent over direct booking with the tour operator. The exception is true package operators (Jet2, TUI, EasyJet Holidays) who price directly and have no agent margin. Booking direct with those three is almost always cheapest.
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