Direct Holidays's Slogans & Taglines

Direct Holidays is a United Kingdom-based tour operator founded in 1992 by entrepreneur John Boyle as a direct-to-consumer vacation brand. Pioneering the direct-selling model in the European travel sector, it offered package holidays, flights, and accommodation through telephone and online channels, bypassing traditional travel agents. The brand grew rapidly, reaching approximately 700,000 customers by 1998, when it was acquired by MyTravel Group (formerly Airtours PLC) for £81 million. Following MyTravel's 2007 merger with Thomas Cook, Direct Holidays became part of the Thomas Cook Group portfolio, continuing to serve the British package holiday market until the parent company's collapse in 2019.

Brand messaging has consistently reinforced its direct-selling heritage: early positioning used Be smart. Book Direct. (2000), shifting to value-driven claims such as Same holiday for less. (2008) and The same holidays for less. (2009), before evolving to the broader promise of Great holidays, great prices. (2014).