Travellers planning a holiday in 2026 may want to pay closer attention not just to dates and destinations, but also to the time of day they book. According to a financial adviser who shared his findings on social media, booking patterns and online demand can influence prices within the same day, sometimes by a noticeable margin.
Abs Mechial, a financial adviser who posts money-saving content on TikTok, said his review of booking data suggests there are clear windows when holiday prices tend to be higher and others when they are generally lower. While he cautioned that the findings should not be treated as guarantees, he said timing can play a role in what travellers end up paying.
Timing
In a video shared with followers, Mechial said the most expensive time to book a holiday tends to fall in the morning, particularly between 9am and 10am. According to the data he cited, bookings made during that hour were around 30 percent more expensive on average than those made at cheaper times of the day.
He attributed this pattern to higher demand during standard working hours, when many people search for trips shortly after starting their day. Increased activity, he said, appears to coincide with higher prices.
Early
Mechial identified the early morning hours as the cheapest time to book. He said the lowest prices were typically found between 4am and 5am, when online demand drops and booking systems reset closer to baseline pricing.
He explained that fewer searches overnight may result in less upward pressure on prices. As the day progresses and more users browse and click on listings, prices can gradually increase.
Evening
For those unwilling or unable to book during the early hours, Mechial said there is another window that may offer better value. Late evening, roughly between 8pm and 10pm, was described as noticeably cheaper than the morning peak, though not as consistently low as the pre-dawn hours.
He added that, based on the same data set, the single cheapest minute to book a holiday was identified as 2:48am. Bookings made at that precise time were reported to be up to 60 percent cheaper on average, although he stressed that this figure represents an average pattern rather than a guaranteed saving.
Context
Mechial urged viewers to approach the findings with caution. He noted that booking at a specific time will not automatically make every holiday significantly cheaper, as prices are also influenced by factors such as destination, season, availability, and overall demand.
He said the broader takeaway is that avoiding peak booking hours may help reduce costs, particularly for flexible travellers. Timing, he added, can influence outcomes in the same way it does in other areas of personal finance.
Reactions
The video prompted a range of responses from viewers, some of whom shared their own tips. One user suggested searching in a private or incognito browser to avoid price increases tied to repeated searches, though this claim remains unverified.
Others said they had found savings by booking close to departure dates, particularly with hotels offering last-minute discounts. Several commenters noted, however, that timing strategies may have limited impact for travellers seeking specific resorts or fixed travel periods.
Overall, the discussion highlights how online pricing can fluctuate throughout the day. While time of booking is only one factor, knowing general patterns may help travellers make more informed decisions when planning holidays in 2026.
FAQs
What is the most expensive time to book a holiday?
Between 9am and 10am, when demand is highest.
When is the cheapest time of day to book?
Early morning, especially between 4am and 5am.
Is late evening a good time to book?
Yes, it is often cheaper than morning hours.
Does booking at a specific minute guarantee savings?
No, prices vary and timing does not guarantee discounts.
