What Makes A Good Deal

At present, I am writing a late deals column almost every week for the Times and for Metro. I’m not sure exactly how I fell into this specialty, but it’s enjoyable and I definitely feel like a specialist now: I know very well which ones are stand-out offers, and which have more drawbacks than Tower Bridge.

So, hoping that is useful for you, what appeals to me? Well, let’s start with what doesn’t. When the same property or properties more or less constantly has a deal on, this undermines the appeal — it’s like the high street shop that’s eternally running a closing-down sale without ever, er, closing down. There’s nothing special about it.

Offers for family trips based on travel outside of the UK school holidays (the most common dates) go in my bin — there’s a reason they’re so cheap. I’m not that keen on UK hotel deals based only on Sunday-Thursday nights, although these can be used. Similarly, while weather is admittedly unpredictable these days, most Caribbean deals will have you travelling in the traditional hurricane season. Far more noteworthy is when the offer applies to the peak or a shoulder season.

What always stands out is the stuff that’s unusual. Again, think of it in shopping terms — if a brand that very rarely discounts suddenly offers reductions, you’d take note; you’d think, “oh, this is notable, this should be capitalised on.” Applying that logic to travel deals, I look for properties or companies which rarely do offers. Or hotel deals including weekends. Or family reductions for travel inside the school holidays.

Lateness is also key: these are late deals, after all. Either the travel or book-by window should be imminent — ideally about 3-8 weeks from the date that you tell me about the deal.

And finally, money off is near-vital. A quantifiable, definitive saving — rather than one based on probable upgrades or unspecified discounts. And nothing measly.

Some of you, having clients or working at holiday companies who permanently have an array of deals on, send me a weekly selection. That’s brilliant — and generally reaps rewards. Friday is the cleverest day to get these to me. For everyone else, I’d suggest less is more: rather than robotically send me every deal you have, just contact me once in a while when you’ve got a good’un. Your suggestion will hold more weight in that scenario.