Don’t get too excited when you find the perfect holiday bargain online, because it might not exist, according to new analysis by Which? Travel.

The magazine checked out more than 140 late deals and special offers for seven-day holidays on top holiday websites (for two people, on the basis that luggage and transfers could be expected to be included in headline prices).

The survey found that: l It could only get the holiday on the date and price first advertised with one in ten offers.

  • A third of offers were available but prices were bumped up by extras, like luggage and transfers, automatically added at the next stage of booking.
  • Five of 12 deals checked out with Thomas Cook did not exist when Which? clicked on them. Nor did half of First Choice deals, when examined closely.
  • Seven deals on Thomson Holidays’ site and nine of 12 deals on Expedia.co.uk were not available at the initial price.
  • Of 22 Teletext deals examined, 14 weren’t available at all and only six were available at the first price quoted.
  • With Saga Holidays, some 11 of 12 deals examined were only available at the initial price in December – the price for the month quoted was sometimes nearly double that quoted on the first page.
  • One deal on Lastminute.com jumped £300 between the first and second website pages.

Which? Travel says its findings are serious because the Office of Fair Trading (OFT) and Civil Aviation Authority (CAA) reminded travel firms in March of their responsibilities under consumer law.

Which? executive director Richard Lloyd says: “Holiday firms aren’t being upfront with consumers about the real cost of late deals, and are hooking consumers with attractive offers often too good to be true.

“It’s disappointing that some of our best-known travel companies are breaking the rules, despite crystal clear official guidance that they must not display prices that consumers are unlikely to pay.

“The OFT should step in and investigate whether companies are taking advantage of holidaymakers.”

A spokesman for Thomas Cook said: “We are committed to offering the best possible holiday deals and constantly look at ways to present competitive prices in a clear and understandable way to customers.

“On bookings through our stores, call centres or our website, we break down the cost of a holiday, including transfers, in-flight meals and other supplements to show exactly what is included.”

Thomas Cook says its ‘Last Minute Deals’ pages are manually updated daily, with prices correct at the time of their listing – but prices can change at any time, as stated in terms and conditions.