The repertory grid technique was used in this paper to investigate the decision‐making process of travellers. Results showed that both destination physical attributes and the travellers' feelings towards the destination play a significant role in the choice of holiday destinations. Notably, a distinct choice pattern emerged from the analysis, which showed some travellers begin their planning process not based on the destination features but on the availability of air tickets on sale. This observation suggested the potential influence of the “sequence” of receiving or searching for transport and tourism information on the choice of a holiday destination.