For large numbers of consumer-citizens across the globe, the global economic turbulence that began in the late 2000s reinvigorated a number of ‘maximising’ and budgeting behaviours – as has the insistent pressure on incomes in markets undergoing serious austerity policy. In the 2000s decade, searching for deals, discounts and promotions when shopping is a default behaviour and this inevitably has implications for how consumers plan for, and purchase, leisure travel. Price continues to be a key determining factor for consumers when making holiday plans. Meanwhile, online holiday planning tools are growing ever more sophisticated and allow consumers to more efficiently edit choice, scan prices and find the right time to buy. We expect that for many time-pressed – yet no less demanding – consumers, services that make good choices on our behalf will hold much appeal.