UK holiday companies were this week condemned for offering "misleading" bargain prices that aren't bargains at all. STEPHEN LEWIS seeks a few tips on how to get a good holiday deal

WHEN it comes to booking a holiday in the sun, be warned: the biggest discount doesn't always mean you're getting the best bargain.

An industry report published this week slammed what it calls the "smoke screen" around holiday prices - which has left many consumers confused and unable to judge whether they are getting value for money.

The report, published by the UK's largest independent travel agent, Co-op Travelcare, and backed by the Institute of Trading Standards, reveals many so-called "discount" holidays offered by some large operators were actually more expensive than the same holiday offered by rivals, that were not "discounted".

A holiday to Lanzarote offered by one big-name operator with a 30 per cent discount actually cost £70 more than the same undiscounted alternative offered by a rival, the Travelcare investigation revealed.

One trick used by some companies is to raise the price of holidays between different editions of the same holiday brochure, then in later editions increase the discount offered. It means companies can offer eye-catching discounts, while in fact, you could still be paying more for your holiday.

One well-known travel company, for example, offered a £67 discount on the £555 price for a week in Benidorm in the first edition of its brochure, making the actual price £488. By the third edition, the discount had more than doubled to £164, but the brochure price had increased by £100 to £655 - meaning the actual price of the holiday had increased by £3 to £491.

"The golden rule is not to be seduced by the high level of discounts, as they don't always represent the best value for money," a Travelcare spokesperson warned.

The Travelcare report also reveals the cost of comparable holidays can vary by hundreds of pounds depending on who you book it with. The same holiday to Menorca, departing from the same airport on the same date to the same hotel, varied in price by over £500 among three different companies.

The report also criticises some holiday companies for giving foreign hotels a higher star rating than they are given in their own countries - a practice Travelcare describes as unacceptable.

Travelcare was this week joined by the Institute of Trading Standards in calling for an end to "misleading" holiday pricing practices. The Institute's Bruce Treloar said: "The current situation is totally unacceptable. Consumers are being put at a disadvantage by the smoke and mirrors which surround holiday prices."

So how can you make sure that when you book your holiday, you really are getting a good deal?

The secret, says Liz Levett of York Trading Standards, is to compare prices, do your research - and not automatically assume a discount means a good deal.

"Shop around," she says. "Don't accept the first price you see, and if you see a big discount, don't necessarily take it at face value.

"Even if you're looking at brochure prices, you can sometimes see the same hotel, with the same facilities, at the same time, in another brochure and there could be quite a big difference in price."

To avoid your holiday hotel turning into a nightmare, don't simply rely on the details in your travel agent's brochure either, Liz advises. Ask to see the DG and G Gazetteer, which gives a warts-and-all verdict on holiday hotels and resorts. "All travel agents have them, and they give a breakdown on all the resorts, hotels and what's going on. It might say, for example, 'nice hotel, but there is a busy road in front of it'.

"Your travel agent will let you see it. If they don't, go to another travel agent!"

Here are Liz's top tips on getting the holiday you want at a price that's right:

- Be clear about what sort of holiday you want - where you want to go and what you want to do - and tell your travel agent. A Club 18-30 holiday may be fun, but you don't want to end up on one by mistake if it's not for you!

- Read the travel brochure carefully. Phrases like "lively resort" indicate this is probably not the kind of place to stay if you want a quiet holiday looking round ancient ruins. You could end up sleeping on top of a disco

- If you have specific needs, such as wheelchair access, communicate that to your travel agent IN WRITING

- To check whether you're getting a good deal, work out what it would cost - in flights, accommodation and car hire - if you booked the holiday yourself

- If you haven't got time for that, at least shop around and compare rivals. Remember not all travel agents are independent. You may be able to find the same holiday cheaper elsewhere

- Don't take discounts at face value

- Do your homework. Read up about a resort or destination at the library, on the Internet or in a travel guide first, to make sure it's what you want

- Ask to see the DG and G Gazetteer. That way you should be able to avoid any nasty surprises about the quality of your accommodation.

Updated: 10:09 Thursday, April 18, 2002