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HOLIDAY prices move constantly. Most people know that.

But only a few realise just how much the time of day you book can influence what you pay.

I work in travel and spend a large part of my job analysing pricing data, and recently, I wanted to understand how big the swing really is across a single day.

Not just the cheapest day of the week, but the cheapest hour, and even the cheapest minute.

The results were clearer (and way more dramatic) than I expected.

When is the most expensive time to book?

The data shows that the most expensive time of day to book a holiday is between 9am and 10am.

Bookings made in that window came in at around 30 per cent more expensive than the cheapest time of day, according to the data.

There is a straightforward reason for this: it’s when demand spikes.

People arrive at work, open their laptops and start browsing.

Search volumes increase, airline pricing systems respond, and fares begin to rise. Then, package holiday prices follow the same pattern.

In simple terms, booking your summer break with your first coffee of the day is statistically one of the pricier moments to do it.

When is the cheapest hour to book?

At the other end of the scale, the cheapest time to book is consistently between 4am and 5am.

Overnight, demand drops off. Fewer searches mean less upward pressure on prices.

Airline systems effectively reset after the previous day’s activity, and fares often return closer to their baseline before building again through the morning.

It’s not a secret loophole. It’s simply supply and demand working in your favour while most of the country is asleep.

Is there a more realistic option?

Of course, most people are not setting alarms for 4am to book a holiday.

So I looked specifically at sociable hours.

If you are booking in the late evening, roughly 8pm to 10pm, prices were on average around 5 per cent cheaper than during the 9am to 10am rush for the same holiday.

Five per cent may not sound dramatic, but on a £2,000 family holiday that equates to around £100.

That is a tangible difference for many households – mine included.

When is the exact cheapest minute?

Out of curiosity, I pushed into the data further and examined booking times by the minute.

Consistently, the single cheapest minute recorded was 2:48am.

At that exact point, bookings were around 60 per cent cheaper than the most expensive time of day in the data sample.

Now – reality check time. Booking at 2:48am does not mean every holiday will magically be 60 per cent cheaper.

Pricing is influenced by many factors, including availability and route demand.

However, it illustrates just how wide the gap can be between peak and off-peak booking behaviour.

Testing it in real time

Data is one thing. I wanted to see it happen on screen. So I tested two different package holidays.

First, I checked Catty Cats Garden Hotel in Turkey at 2:47am. It was pricing at £133 per person.

Later that same morning, at 11:36am, the exact same hotel and dates were pricing from £165 per person.

That is roughly a 24 per cent increase in a few hours.

Then I repeated the test with a completely different deal – Mahdia Beach & Aqua Park in Tunisia.

At 2:48am, it was pricing from £130 per person. When I checked again at 11:46am, it had risen to £143 per person.

Again, same hotel, same dates. The only thing that changed was the time of day. Early hours versus late morning – identical searches but different prices.

It is a simple demonstration of how sensitive holiday pricing can be to demand levels throughout the day.

What this means for sunseekers

I want to be clear: I’m not encouraging everyone to live like an insomniac just to save a few pounds. But the broader trend is consistent.

Peak browsing hours tend to coincide with higher prices. Quieter periods – particularly early morning and late evening – often offer better value.

If you want a practical takeaway: avoid the 9am to 10am window if you can. Consider booking later in the evening instead.

And if you do happen to wake up at 4am and find yourself scrolling… it might be the most financially productive scroll of the week.

Holiday pricing is reactive, it responds to us.

So sometimes, saving money is not about finding a hidden code or waiting for a sale.

It is simply about stepping slightly outside the rush and pressing “book” when everyone else is still asleep.

It turns out timing does matter, with a TikTok travel expert revealing that even a few minutes can make the difference between overpaying and bagging a bargain.

Ever wondered when the best time of day is to book a holiday? A TikTok travel expert has the answer — and his viral video is doing the rounds online.

Rob, known as @robonthebeach online, has built a reputation for clever holiday hacks that save travellers money, but on of his more recent tips is truly ground-breaking. In a clip posted last month, he revealed the best and worst times to book, and the results might just surprise you.

In the video, Rob — who says he “works in travel and looks through holiday data every single day” — explains that timing isn’t just important by the day or week, but down to the hour and even the minute. This is a big win for the night owls!

“According to the data, the most expensive time to book a holiday is between 9 and 10am in the morning,” he said. That’s the dreaded office-hour scroll, and it could be costing travellers dearly.

Rob claims bookings made in that hour were around 30% more expensive than those made at the cheapest time of day. His advice? “No more booking holidays as soon as you get to the office.”

The cheapest time, however, comes much much earlier: “[It’s] early morning, like really early morning, between 4 and 5 am”. He explains how airline pricing systems effectively reset overnight as demand from the previous day drops off, pushing prices closer to their base level before creeping back up as searches increase throughout the day.

And for those searching for the ultimate saving, Rob revealed the exact time where prices are at their lowest: “The single cheapest minute to book a holiday is 2.48am,” he noted. Booking at that precise moment was, on average, 60% cheaper, though he stressed this won’t magically slash the price of each and every trip.

If you’d rather not set a 4am alarm, Rob points out there are other cheaper times, including late evening between 8pm and 10pm, which is still noticeably cheaper than the morning rush.

The video sparked a wave of reactions online, with one user confirming: “On those insomnia nights, can confirm the early hours are cheap,” while a second joked: “Now everyone is going to book at this time and it won’t be cheap anymore.”

Others offered additional tips, including: “Remember to clear your cache,” as another summed it up with “cheap as chips, fair play”.

Brits are certainly keen holiday bookers. Research from YouGov shows that around 35% of UK travellers book their holidays one to three months in advance, while a further 23% book four to six months ahead.

While data from IPA suggests the average UK adult books a holiday roughly 17 weeks before travelling, with online bookings now dominating. ABTA claims that around 78% of adults take at least one holiday each year.

It’s never too late to book a last-minute escape during the upcoming February half-term, even more so as an expert has revealed the exact time to secure the best deal – and it’s this week

The February half-term is just around the corner, with mere weeks until schools across the country have the first break since Christmas. Ahead of the week off, many families will be looking to book an escape to catch some winter sun, and an expert has revealed it’s not too late to book, as one upcoming date will offer the best savings.

When it comes to booking a getaway, whether that’s a last-minute escape or planned in advance, many of us search for the most affordable flights available, and if any package holidays are on offer. A vast number of airlines and travel booking sites offer excellent deals, helping us save even more cash without sacrificing a holiday.

Yet another efficient way to save money is by booking a getaway on a specific date.

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Ahead of the half-term, from February 16 to 20, travel booking expert Chris Bradshaw at AttractionTickets.com has revealed the exact date and time to book a last-minute holiday that will maximise savings. The expert predicted that Sunday, 8 February, at around 6am will be the best day to book.

Chris Bradshaw, director and travel bookings expert at AttractionTickets.com, explained: “It’s a common misconception that earlier always equals cheaper. In reality, airlines continuously adjust fares based on demand, and savvy travellers can benefit from those fluctuations, even just one or two weeks ahead. There’s still time to save on last-minute half-term travel if you know when to book.

“Our analysis of historical pricing patterns, alongside industry travel reports, shows that Sunday is likely to be the most cost-effective day of the week to book. Airlines typically release discounted fares and adjust inventory over the weekend, and booking on a Sunday has been known to save travellers up to 23% versus Fridays.”

He continued: “Industry data also suggests that booking flights within a window of 8 to 23 days before departure can offer some of the most competitive prices for international travel, especially when it comes to places like Florida, so this timeline is essential to consider.

“Alongside this, we see a consistent trend that early morning is likely to be the best time for snagging low fares. Flights booked around 6:00 a.m. (your local time) tend to be more affordable, as it’s often when airlines drop fresh fares before the day’s search traffic spikes.

“Taking all these factors into consideration, Sunday, 8 February, falls perfectly in alignment, making this the optimal date to give you the best chance of securing those last-minute affordable family holiday bookings ahead of this half-term.”

The expert’s tips for booking a last-minute escape during the February half-term:

Best day to book: Sunday, 8 February

Best time to book: Around 6:00 am (local time)

Avoid: Booking on Fridays, when prices typically spike due to business travel and higher demand

Do you have a travel story to share? Email webtravel@reachplc.com

Travel expert claims to have found the best time to book holidays in 2026 after analysing pricing data – and it could save you up to 60%

Booking a getaway is thrilling, but when planning our escapes we’re always keen to ensure we’re securing the best deal possible. Nowadays, many holidaymakers turn to online platforms to arrange trips overseas instead of visiting traditional travel agents.

This has afforded travellers greater freedom to make reservations at any hour. Yet an expert has cautioned that prices for identical holidays can fluctuate depending on what time of day you book.

The amount you fork out for your break could hinge entirely on when you hit that booking button.

Travel guru Rob.onthebeach shares his insider tips on social media, and reckons he’s discovered the most economical time to reserve a holiday in 2026.

Rob has scrutinised data daily to pinpoint the cheapest and priciest booking windows, right down to the exact minute, reports the Express.

Based on Rob’s findings, the most costly period to book a holiday falls between 9am and 10am. He elaborated: “Booking in those hours came in 30% more expensive than the cheapest hour of the day”.

Disclosing the most budget-friendly slot, Rob revealed it’s actually in the early hours. The window between 4am and 5am emerged as the optimal time to bag a bargain.

Rob explained: “Overnight, airline pricing systems basically reset. The interest and the demand from the day before all drops off, prices return closer to their base level, then as the day goes on more searches, more clicks, more people just having a look, and prices start to creep back up again.”

The expert conceded that most of us wouldn’t fancy setting our alarms for 4am just to secure a getaway, so he also identified the optimal booking window during reasonable hours.

He discovered that late evening – roughly between 8pm and 10pm – proves “noticeably” more economical than the morning price surge.

Yet if you’re truly after a steal, Rob pinpointed the precise moment that delivered the lowest costs. Rob disclosed: “The cheapest, single minute to book a holiday is 2:48am.

“Booking at that exact moment came out 60% cheaper.”

Despite his research, Rob cautioned that reserving at 2:48am won’t render every single holiday “automatically 60% cheaper”.

He continued: “But the pattern is really clear, if you really want to save money on your holiday, the early hours beat the office hours every time.”

VICTORIA and Nicola clashed again this week – but for once it wasn’t with each other. 

The pair released brand new modelling shoots on exactly the same day as they made a bid to put Brooklyn’s statement behind them. 

Nicola has been signed up as the face of Italian fashion brand Genny to front their new Spring/Summer 2026 collection. 

As well as a pink trouser suit, Nicola wore a number of elaborate, colourful gowns for the brand.

Victoria meanwhile launched her debut eyewear range on the same day. 

She posed up in a pair of her own frames and said: “I wanted strong, instantly recognisable silhouettes that felt effortless to wear, so the focus for this collection was really on refining shape and proportion.” 

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It came just one day after David signed a huge 20-year deal for creating fragrances. 

He entered a new agreement with Interparfums, Inc to make scents under his brand. 

David said: “Together with their world-leading team, we will create products that are distinctive and timeless. I can’t wait to get started.” 

The family feud exploded after Brooklyn accused mum Victoria of ruining his wedding by dancing “inappropriately on me in front of everyone”.

Brooklyn, who wed actress Nicola Peltz in April 2022, said: “I’ve never felt more uncomfortable or humiliated in my entire life.”

The aspiring chef, 26, shared a furious tirade on Instagram in a move to defend his wife Nicola, and himself, amid the bitter family feud.

In six blistering posts on his Instagram stories, he claimed dad David and Victoria have been trying to “endlessly ruin my relationship” with Nicola.