What's the deal?

James • June 21, 2026

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You may well have noticed that we don't typically promote a lot of holiday offers or 'deals'. This is a conscious choice we've made, but it's never really occurred to us to explain why. We just didn't do it. But, given how ubiquitous they are in the world of travel - we think we should!  


There are actually some important reasons and principles behind why you won't typically find us posting about the next 'unbeatable offer'...  

Who makes the deal? 


Firstly, consider the dynamics. Typically a 'deal' is a negotiation between two parties, where each adds their input to the terms of the deal. But, when it comes to holiday deals - where are you? At no point are you at the negotiating table. 


With carte blanche to set the terms of the deal, it should come as no surprise that - 9 times out of 10 - the primary beneficiary of said deal is the operator themselves, not you, the customer. 

So far, so obvious, you might think. But this manifests in ways that you might not have altogether realised. These deals are often not what they seem.  


As agents, we have deals thrust at us by suppliers pretty much all day. And some of the very "best" have included: 

1. An exceptional price for a 2 week trip to Thailand... neglecting to mention it's only applicable during the worst of the monsoon season. 

2. An 'incredible' offer to take the family to the Caribbean... during hurricane season. 

3. A 'safari from your cruise ship' that actually turned out to be a visit to a zoo, not an actual game reserve. 

4. "Amazing price on a gorgeous hotel"... but the previous customers say it's like sleeping on a prison bed. 

5. The "perfect family holiday"... with flights at 3am. In term time. 

What is value?  


Also, equally as important, is value over price. Substituting a unique, curated and immersive adventure for a holiday of someone else's (the operator's) choosing is far from an even trade.  


Quality means as many things as there are people. A quality holiday looks different to each of us. And that's much the point - holiday deals are not designed for you. They're designed for a faint facsimile of a human born from a bunch of data points. 

So while you may be getting a better price (compared to what, though?), are you getting the trip you really, really want?  



Travelling Economy  

Travel is a constantly changing market of dynamic pricing, with flights and hotel prices shooting up and down all the time. The hidden driver behind this pricing is a foundational economic maxim: the rarer something is, the more value it has.  


Holidays are a market constantly buffeted by the forces of supply & demand. As demand for a particular flight or hotel goes up, supply becomes smaller (and thus more valuable). If demand stays high, supply both dwindles rapidly AND then has greater competition for each unit still left.  


For example, if there are 20 hotel rooms with 20 people seeking to buy them, that's a nice 1:1 ratio of competition. If demand spikes to 50, not only does the available room count drop to 5 very quickly, you still have 35 people remaining, all fighting over 5 rooms - now a 7:1 ratio.  

A shortage of supply AND a high competition ratio means one thing - the price per room skyrockets. 


Why does any of this matter?  

Because the exact opposite is happening with the 'deals' you're being offered. In short, you're being offered what's got low demand and high availability - what no one else wants.  

This is also why the notion of 'last minute deals' is a bit of a myth, by the way. In 90% of cases, leaving it late just allows others to snap up the better pricing while there's still availability. 


The real deal  

Now, don't get us wrong - we're not entirely against these kinds of offers. There really are occasions when truly exceptional ones surface. But this is the exception, rather than the rule.  


And this is important for us too. We want you to be able to trust that - if you see us post a deal - it's, well, the real deal.  

 

We know that this stance is quite different from most of the other travel agents out there. But, we think, you aren't coming to us to be like any other travel agent!  

So, if you're looking for an adventure that's made with you in mind, we're here for you.

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