Martin Lewis has challenged one of the most common assumptions travellers make when booking holidays, warning that booking early no longer guarantees you'll get the cheapest flight.
Speaking on This Morning, the consumer champion explained how dynamic pricing has changed the way airlines set fares, meaning travellers can sometimes see prices fall after they've already booked.
His comments came after a viewer revealed they had paid £4,200 for return business-class flights to Bangkok with British Airways, only to later discover the same flights were available for around £3,300.
Responding to the viewer's frustration, Martin explained that many people still believe booking as early as possible is the best way to secure a bargain.
"There's always this assumption, isn't there, that the earlier you book something, the cheaper it is. That just isn't the case," he said.
Martin explained that while early booking was often the best strategy in the past, airline pricing has become much more unpredictable.
"Five or six years ago I would have said it usually is, but it depends," he said.
"If you're on a packaged holiday type, then late booking if you've got flexibility has always been the cheapest way. But when it comes to scheduled airlines, booking early is the safest way to book and to assure that you'll get a seat and to assure that prices won't be prohibitive."
Why prices can go up - or down
Martin stressed that booking early should now be viewed as a way of securing a seat at a price you can afford, rather than a guarantee of getting the lowest fare.
"You could have had the opposite. It could have gone up from £3,300 to £12,000 now and it would have been unaffordable," he said.
"But there's no guarantee it won't get cheaper. It's safer. But you can't look back with hindsight."
The comments highlight how airlines increasingly use dynamic pricing, with fares changing constantly based on demand, availability and booking patterns.
Martin Lewis's tip for beating dynamic pricing
While travellers cannot control airline pricing, Martin said there is one strategy that can protect people if prices later fall.
"One of the things I always advise people to do is if you can find a flight that gives you flexible booking with free cancellation - same with booking hotels, same with booking car hire abroad - if it's not prohibitively more expensive, do so," he said.
The reason is simple.
If prices fall after booking, travellers may be able to cancel and rebook at the lower rate.
Martin said: "I have loads of people say on car hire who bought the car hire early, two weeks before they go, they check the price, find it's half the price because they've got free cancellation."
"They book the new car hire, cancel the old one, then they save the money."
What if you've already booked?
For travellers who have already secured flights without flexible cancellation, Martin had a blunt but practical message.
"Your ticket was probably cheaper because you didn't get free cancellation. That is dynamic pricing," he said.
And for anyone tempted to keep checking prices after booking, he offered one final piece of advice.
"If you're in that situation, got a flight at the price that you can afford, is don't check again."
Recommended reading:
- Tesco giving away free food this summer - here's how to claim yours
- Born after this date? You could wait longer for your DWP State Pension
- Why you should never use public USB ports to charge your phone in new travel warning
What it means for holidaymakers
According to travel experts, Martin's comments reflect a reality many travellers are now facing.
A spokesperson for Ski Vertigo said: "A lot of travellers book early assuming they are locking in a good deal, but as Martin points out the picture is more complicated than that now."
They added: "Where possible, always try to book with a cancellation option — it costs a little more upfront but gives you room to manoeuvre if prices drop."
The experts also noted that booking early can still make sense during peak travel periods when availability becomes limited.
But Martin's message remains clear: booking early may help secure a seat, but it no longer guarantees you'll get the cheapest price.
