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First Choice offers incredible package holidays to popular destinations worldwide, with flexible booking options, low deposits, and fantastic deals for your next adventure.
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First Choice, a trusted name in UK travel, has been helping holidaymakers create unforgettable memories for decades. Originally founded as Owners Abroad in 1973, the brand evolved into First Choice in 1994 and was later revitalised under the globally renowned TUI Group in 2011. Headquartered in Luton, England, First Choice is dedicated to providing high-quality, great-value package holidays, ensuring every aspect of your trip is covered, from flights and accommodation to transfers and exciting excursions. Our commitment to customer satisfaction and flexible booking options makes us a top choice for your next getaway.
At First Choice, we understand that every traveller is unique. That's why we offer an extensive array of holiday types designed to cater to diverse tastes and preferences. Whether you're looking for an all-inclusive family holiday, a romantic couples' retreat, a vibrant student trip, or a relaxing beach break, you'll find it here. Explore popular short-haul destinations like the sun-drenched coasts of Spain and the cultural richness of Turkey, or venture further afield with our exciting mid and long-haul options. Our packages often include flexible board basis choices, luggage allowances, and convenient transfers, giving you complete control over your holiday experience.
Booking with First Choice means accessing fantastic deals and unparalleled support. Take advantage of our incredibly popular £0 and low deposit options to secure your holiday well in advance. We frequently offer significant savings, such as up to £300 off summer holidays and extra discounts on selected stays, often highlighted by our special 'yellow tags' for double deals. Our customers consistently rate us highly on Trustpilot, reflecting our dedication to service. Plus, with 24/7 on-trip chat support via the First Choice app, you're always just a message away from assistance, ensuring a smooth and enjoyable holiday from start to finish. All holidays are ATOL and ABTA protected for your peace of mind.
First Choice was founded in 1973 and is headquartered in Luton, UK. It is part of TUI Group, with 310 locations.
Student Discount
First Choice offers student discounts, including £50 off holiday bookings when verified through UNiDAYS, and Student Beans members may receive £150 off all-inclusive holiday deals.
NHS Discount
First Choice offers a Holidays for Heroes NHS discount through TUI. NHS staff can save up to £100 on bookings over £1,200 or £30 on smaller trips, requiring a valid NHS email address to qualify.
Military / Blue Light Discount
While there isn't an official First Choice military programme, some sources suggest that general promo codes might be available, and they occasionally offer promotions tailored for military members on specific days.
Gift Cards Available
E-tickets and travel documents delivered electronically. Manage booking online or via TUI app.
Returns Policy
Cancellation terms vary by booking type and timing. Travel insurance strongly recommended. ATOL and ABTA protected.
Founded
1973
Headquarters
Luton, UK
Number of Stores
310
Parent Company
TUI Group
As part of TUI Group, First Choice is committed to sustainable tourism, reducing carbon emissions, and supporting local communities.
Yes, First Choice is part of TUI Group. You'll fly on TUI Airways and use TUI transfers, with all the quality and reliability that brings.
Yes, all First Choice package holidays are ATOL and ABTA protected, giving you financial security and peace of mind.
Manage your booking online through firstchoice.co.uk or use the TUI app to check in, add extras, and access your travel documents.
Yes, secure your holiday with a low deposit from £30pp (T&Cs apply) and pay the balance closer to travel.
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Be the first to write a reviewFirst Choice offers student discounts, including £50 off holiday bookings when verified through UNiDAYS, and Student Beans members may receive £150 off all-inclusive holiday deals.
First Choice offers a Holidays for Heroes NHS discount through TUI. NHS staff can save up to £100 on bookings over £1,200 or £30 on smaller trips, requiring a valid NHS email address to qualify.
While there isn't an official First Choice military programme, some sources suggest that general promo codes might be available, and they occasionally offer promotions tailored for military members on specific days.
Buy discounted First Choice gift cards from cashback sites to save even more.
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| Standard Delivery | E-tickets and travel documents delivered electronically. Manage booking online or via TUI app. |
| Free Delivery | Not available |
| Click & Collect | Not available |
| Returns Policy | Cancellation terms vary by booking type and timing. Travel insurance strongly recommended. ATOL and ABTA protected. |
| Student Discount | First Choice offers student discounts, including £50 off holiday bookings when verified through UNiDAYS, and Student Beans members may receive £150 off all-inclusive holiday deals. |
| NHS Discount | First Choice offers a Holidays for Heroes NHS discount through TUI. NHS staff can save up to £100 on bookings over £1,200 or £30 on smaller trips, requiring a valid NHS email address to qualify. |
| Military Discount | While there isn't an official First Choice military programme, some sources suggest that general promo codes might be available, and they occasionally offer promotions tailored for military members on specific days. |
| International Shipping | Not available |
| Payment Methods | Visa, Mastercard, American Express, PayPal |
| Founded | 1973 |
| Headquarters | Luton, UK |
Last updated: June 2026
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Customer Service
0203 451 2690Customer Service Hours
24/7 (phone and app)