TUI has launched a new in-store “Last Minute, Holiday Check It” service to support customers booking holidays closer to departure, as new research highlights the pressures many face when planning at short notice.
*All details correct at time of publish (18 June 2026)
The move comes as late booking demand continues to build across the market, with research from ABTA pointing to a strong late booking trend this summer.
TUI’s study of 2,000 UK adults found that booking closer to departure is often associated with increased pressure, with nearly half (48%) agreeing it intensifies the need to “get it right”. Many also report feeling anxious (29%) and overwhelmed (21%) when making last-minute holiday decisions.
Available in TUI stores across the UK until 18 July 2026, the “Last Minute, Holiday Check It” service enables customers to book dedicated appointments in-store or via telephone through the TUI Store Finder.
During each session, TUI travel experts will provide tailored advice, answer questions on new or existing bookings and help customers narrow down options, ensuring they feel confident in their decision, even at short notice.
The research highlights the important role of expert support during the booking journey. The most common concerns cited when booking last minute include paying more than necessary (36%), feeling rushed into making a decision (34%), and worrying about making the wrong choice (27%).
Reflecting this, almost a quarter of respondents (24%) said speaking to someone who can answer their questions would help build confidence, while 20% highlighted the value of advice from a travel agent.
Jill Cunningham, Director Retail, Omnichannel & 3rd Party Sales UK, commented: “In the current environment, we’re seeing customers increasingly favour the flexibility that comes with booking closer to departure.
“However, shorter lead times can also add pressure to the decision-making process, with less time to compare options and feel confident in the final choice.
She continued, “Our research highlights just how important expert support is at this stage, whether that’s through our own retail teams or the independent travel agents we work with across the UK.
“Our ‘Last Minute, Holiday Check It’ service is designed to boost customer confidence, spark last-minute holiday conversations and highlight the value travel experts bring every day. With more customers booking late, it reinforces that there are trusted experts on hand to help customers make the right decision even close to departure.”
For more information, go to www.tuigroup.com.
