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Part of the Tui group, First Choice offers all-inclusive breaks in most popular destinations. The brand provides adults-only breaks, spa escapes and large holiday villages for family breaks.
First Choice received decent customer scores and has low prices, but is let down by its poor accommodation rating. There are plenty of better-rated holiday companies to book with.
| Holiday type | Which? Recommended Provider? | Customer score |
|---|---|---|
| Beach/resort holiday | No | 77% |
| All-inclusive holiday | No | 76% |
| Family holiday | No | 74% |
Customer score Based on a combination of overall satisfaction and how likely people are to recommend the company. In an online survey in August/September 2024, we asked 12,119 Which? Connect panel members and members of the public about 19,958 holidays from the past two years.
We tracked the price of more than 20,000 holidays to find out exactly when to book to get the cheapest price – read our 28 ways to save on your next holiday
First Choice received mid-table customer scores across the board in our survey, receiving 77% for beach/resort holidays. It didn’t really impress customers, and didn’t get more than three stars in any category, including value for money and customer service.
The main complaints we received about First Choice were for its poor accommodation, for which it received a meagre two-star rating in all three holiday tables it featured in. Readers told us they thought its hotels were ‘dated’, while one was unhappy to find that ‘the room was dirty’ on arrival.
First Choice holidays are cheap – the average short-haul price was £109pp per night. However, the company has recently removed baggage and transfers from its headline prices – so remember that these will cost you extra, if required.
Despite the low prices, it only managed two stars for value for money.
No. It may be cheap, but it doesn’t offer good value and is let down by several poor star ratings, especially for its accommodation. There are better companies to book your holiday with.
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