Now holidays are booked online you can search for hours or even days looking for the right deal.
But it's possible that the more you look, the more elusive you make that 'great deal' you're looking for.
According to ComparetheMarket.com, some airlines check to see if you've visited their site before and what you looked at, using browser cookies. This is a process called 'dynamic pricing', which alters prices based on supply and demand.
Simply put, the more you search the more your holiday could end up costing you.
A simple wipe of your browser history and cookies could save you paying out more - and it takes just 11 seconds.
The best day to book
A Tuesday is the best day to book your holiday. At 10am to be precise.
That's because airlines release their last minute deals for the following weekend on this day - sending competitors scrambling against each other for the best prices, and your custom.
The best day to fly
Tuesday, Wednesday and Saturday are the cheapest days of the week to fly out according to ComparetheMarket. Travel on a Friday or Sunday and you may find you're paying well over the odds, for the exact same journey.
If you can avoid travelling at weekends you’re likely to be able to shave more off the price. Flights in the afternoon are often cheaper.
And, if you're travelling in a group, 47 days is the latest you should leave it before booking your flight, otherwise you risk dealing with not only a spike in prices, but scattered availability - and sold out seats.
Why it pays to search and research
The deals are hidden in the research - so when you're planning your next break, find out which airlines are running the sales first.
For flight-only bookings, low-cost airlines like easyJet and Ryanair (which often has fares from £5) are safe places to start - these airlines mostly travel to Europe. If you're venturing further afield, and are willing to compromise price and a stopover, Wow air and Norweigian will fly as far out as America, for less than £150 return.
For long-haul, British Airways, Virgin Atlantic and Emirates often run incredible deals to Asia and beyond. You'll notice many of these deals will launch at similar times too.
Travel insiders also recommend Google Flights for holiday hunters. This clever tool offers flash alerts when prices are about to skyrocket, and flags the flights offering the biggest bang for your buck. It’s like having your very own travel agent say: "If I were you, I’d do this."
If you're after inspiration, Google Flights also has a handy 'I'm feeling lucky' tab which will bring up the best deals right now. The handy "tip" bar also lets you know how much money you’ll save if you’re willing to fly earlier, later or from a different airport.
