easyJet appears to be turning the low-cost airline model on its head this summer by launching a campaign to push last-minute bookings.
Its new ‘Drop Everything’ promotion allows customers to browse and book a wide range of flights departing within 48 hours, with fares starting from £47.99 return.
The airline says the campaign is supported by new research by Censuswide, which polled 2,000 Brits. It says the survey results show “the traditional holiday planning rulebook is being rewritten” as over a third (35%) are opting for a last-minute summer holiday this year.
Claiming that “spontaneity is in for 2026”, it says 73% of Brits say some of the best trips are booked at the drop of a hat, with 49% ready to pack their bags in under 48 hours for the right getaway.
Gen Z is leading the charge, with 38% saying their “best trip ever” was booked less than three weeks before departure.
easyJet says short-haul European classics like Spain, Greece, Portugal, and Italy are the ultimate go-tos for last-minute short haul breaks.
On easyJet’s own website, however, the airline also encourages customers to book early because pricing is demand-led. “Fares usually start low and rise as the plane fills up. Booking well in advance often secures a better rate than booking last minute,” it advises.
The campaign comes weeks after Advantage Travel Partnership rolled out a marketing campaign ‘Last-minute or Later’, designed to help its travel agent members inspire consumers to book with confidence amid heightened geopolitical uncertainty.
The campaign, which launched on May 18, was created to support holiday sales across both late availability and future bookings, recognising that consumers are balancing the appeal of spontaneous getaways with the reassurance of planning ahead.
Commenting on the latest easyJet campaign, Advantage CEO Julia Lo Bue-Said said she supported anything that stimulates the market and wasn’t concerned that it was encouraging last-minute bookings.
TUI is also targeting late-booking customers with a ‘Last Minute, Holiday Check It’ service across its shops.
The service, available until July 18, is designed to help those who have left it late to book this summer.
Customers can book a dedicated ‘Last Minute, Holiday Check It’ appointment in their local TUI shop or via telephone through the TUI Store page.
TUI also cited research by Censuswide of 2,000 UK nationals, saying 29% feel anxious and 21% feel overwhelmed when making travel decisions close to departure.
