First Choice

Who is First Choice?

Part of the Tui group, First Choice  mainly offers all-inclusive breaks in sun-soaked destinations across Europe and further afield the likes of Egypt, Costa Rica and Thailand. Some half-board, bed and breakfast and room-only deals are also available, and the travel company provides adults-only breaks, spa escapes, and large holiday villages for family breaks. As well as booking online or over the phone, customers can also visit First Choice and Tui stores, located on high streets across the UK. 

Find out more: What is a package holiday and why should you book one?

Which? verdict

First choice is a mid-table holiday company, with some good scores and low prices, but our tables show there are plenty of better-rated alternatives.

First Choice customer ratings

What’s First Choice like?

First Choice fared better than its sister company for family holidays and all-inclusive holidays, ending up four places above Tui in our results table. It was a similar story for beach/resort holidays – First Choice scored six places above Tui, though it still ended up mid-table.

It was awarded five stars in the family holidays category for customer service, which readers praised as ‘top rate’. First Choice scored another five stars in the beach/resort category for its holidays matching the brochure description, meaning you are unlikely to be disappointed on arrival. But it received a three-star rating for the overall organisation of its family holidays.

First Choice’s accommodation got a good four-star rating for beach/resort holidays. Customers complimented the ‘stunning facilities’ and ‘great food’ they enjoyed. Holidaymakers were also impressed by what one reader described as ‘exceptional value for money’. This was reflected in its score, with another solid four stars for value for money.

Overall, First Choice’s customers were happy and praised their memorable' holidays, ‘great excursions’ and ‘friendly staff’. Customers also complimented the ease of booking and the smoothness of their holiday.

However, First Choice's star ratings were lower for all-inclusive holidays, and it received a poor two-star rating for the organisation of the holiday and transport to and from the destination.

First Choice’s overall mid-table ranking shows that you might have a better experience with a different operator. If you are looking for a mainstream provider, then Jet2Holidays gets a better overall score and star ratings for beach/resort, all-inclusive and family holidays. 

Should I book with First Choice?

First Choice received solid scores this year and impressed with their customer service for beach/resort holidays. But its mid-table rating means there are better alternatives, even at the low-cost end of the market.