Holiday companies usually sell two kinds of trips: fixed packages with set itineraries and prices, and tailor-made trips designed around each customer. Both can be sold online, but they need different website flows. This article compares the two and explains how one holiday booking website can support both.
Fixed packages
What they are
Pre-designed trips with a set itinerary, hotels and inclusions, sold at a published price, often with set departure dates or flexible start dates.
How they sell online
- Package pages with prices, itineraries and photos.
- Date and traveller selection with instant price calculation.
- Online booking with full payment or deposit.
- Instant confirmation and vouchers.
Strengths
Easy to market, fast to book and efficient to operate. Good for popular destinations and price-conscious travellers.
Tailor-made trips
What they are
Trips built for each customer: chosen destinations, hotels, activities and pace, priced individually.
How they sell online
- Inspiration pages and sample itineraries.
- Enquiry forms capturing dates, travellers, budget and interests.
- Quotes and itineraries prepared by staff, often in a CRM.
- Payment links for deposits and balances.
Strengths
Higher value and margin, strong customer relationships, suitable for honeymoons, luxury and complex trips.
Comparing the two
- Speed: fixed packages book instantly; tailor-made trips take days.
- Staff effort: low for fixed packages; high for tailor-made.
- Margin: usually higher for tailor-made trips.
- Marketing: fixed packages suit offers and ads; tailor-made suits content and reputation.
Combining both on one website
- Show fixed packages with a "Book now" button and a "Customise this trip" option.
- Use sample itineraries as starting points for tailor-made enquiries.
- Store hotels, activities and rates once, so both flows use the same data.
- Route enquiries to a CRM with quote templates.
Operations behind the website
Both types need supplier confirmations, vouchers, payment tracking and pre-departure information. A holiday management system that handles both flows avoids running two separate processes.
In practice: adding a customise button
A tour operator selling only fixed packages added a "Customise this trip" button to every package. Many enquiries came from travellers who liked a package but wanted an extra night or a hotel upgrade. Average booking value increased, and the fixed packages became a starting point for higher-value custom trips.
Common mistakes
- Hiding package prices, which reduces trust and enquiries.
- Long enquiry forms that discourage tailor-made requests.
- Separate systems for packages and custom trips, causing duplicate work.
Pricing fixed packages and custom trips
Fixed packages need clear starting prices, seasonal variations and child rules. Tailor-made trips are priced per quote, so store supplier rates in your system to quote quickly and consistently. Using the same rates for both keeps margins under control and makes it easy to convert a fixed package into a custom quote.
Frequently asked questions
Which should a new holiday company start with?
Usually a few strong fixed packages for its key destinations, plus an enquiry option for custom trips.
Can tailor-made trips be booked instantly?
Dynamic packaging can price some combinations instantly, but complex trips still benefit from a consultant.
Measuring both channels
Track fixed package bookings and tailor-made enquiries separately: conversion rate, average value, margin and time spent per booking. The numbers often show that fixed packages bring volume while tailor-made trips bring profit. Knowing this helps you decide where to invest in marketing and staff time, and which fixed packages could be promoted as starting points for custom trips.
Key takeaways
- Fixed packages sell fast; tailor-made trips sell high value.
- One website can support both with clear flows and shared data.
- "Customise this trip" turns packages into higher-value enquiries.
Sell both on one platform with our holiday package booking system.
