A third of this year's summer holidays will be sold in January and February, according to travel body ABTA.
But it's not just about bagging a holiday bargain - finding the right travel insurance deal is also important.
Why? Well the Financial Ombudsman Service (FOS) receives around 45 complaints every week from holidaymakers unhappy their travel insurance provider has rejected their claim.
Between April and December 2014, the FOS upheld 45% of complaints in favour of the consumer.
Travel insurance policies 'often complex'
An FOS spokesman says: "Travel insurance policies are often complex and we find consumers sometimes buy them with their attention more focussed on their holiday.
"However, we still expect insurance policies to be in plain English and to make the major exclusions clear.
"Like all the cases we handle, we will look at each individually and decide on the facts of the case."
Of course, in an ideal world, holidaymakers wouldn't have cause to complain in the first place. Here are the most common travel insurance complaints - and how to avoid them.
Complaint: Holiday cancellation or trip-cut-short claims rejected
How to avoid:Whenyou buy your travel insurance policy is just as important as buying the right cover in the first place. Take out cover when you book your holiday and if you need to cancel your trip before it even starts, due to an unforeseen event such as accident, illness or family bereavement for example, your insurance will refund your holiday cost. Do check cancellation cover matches the cost of your holiday so you don't end up out of pocket if you do need to take advantage of this benefit.
Complaint: Loss, theft or damage of luggage & personal possessions claims rejected
How to avoid:Travel body ABTA recommends your policy provides at least £1,500 of baggage cover. Be aware that most travel policies will only pay out for the current value of missing possessions and not on a 'new-for-old' basis. Also, most policies have single-item claims limits for valuables such as cameras and smartphones. This can be anything from £150 on the cheapest policies to £750 on pricier ones. So keep valuable items with you on the plane and under lock and key at the hotel. As the FOS says, "If you're going to be carrying valuable items it is important to be aware of what limits apply under your policy. It always pays to keep items such as jewellery, money or electronic items secure. If the hotel has a safe, use it!" Keep an eye on your belongings as insurers will exclude claims where luggage has been unattended. So check whether a policy provides cover for luggage while in the care of the airline. Filling in a property irregularity report at the airport can help with any claim for lost, stolen or damaged baggage.
Complaint: Claims rejected for failing to disclose pre-existing medical conditions
How to avoid:"You must declare any known medical conditions to your insurer; your policy will be void if you need to make a claim relating to ill-health or a previous injury," the FOS says. Pre-existing medical conditions range from the common and manageable such as asthma to serious ailments such as heart disease. So, if in doubt when buying a travel insurance policy online, contact your preferred insurer and clarify whether they will cover your pre-existing medical condition before purchasing.
Payingtoomuch.com offers travel insurance policies online which cover pre-existing medical conditions but if you'd like help over the telephone you can call the travel team on 01243 784 000.
Travel insurance top tips
Cheapest isn't always best - check the level of cover before buying a policy to make sure it's right for you.
Keep a note of any correspondence between you and your insurer. Keep a copy of your policy document in your email account so you can access it wherever you are. Taking pictures is another useful way to record any incident.