Price Bundling, which is the practice of marketing two or more products or services in a single ‘package’ for a single price, has been described as a potent method of maximising the profit potential of an organisation. It is a form of price discrimination which essentially enables the marketer to charge prices which are as close as possible to the maximum amount that consumers are willing to pay. It stimulates demand for the weaker components of the bundle and so provides access to economies of scope while simultaneously enhancing consumer value perceptions through increased savings and convenience elements. To implement a price bundling strategy, specific knowledge of the reservation prices of the various market segments for each element of a potential bundle is required. A reservation price is the maximum amount of money that a consumer is willing to pay for a certain product or service. Reservation price information can often be difficult to obtain as respondents themselves are not always able to accurately declare how much they are willing to pay. Conjoint analysis has been identified as a statistical technique which can overcome this problem. The choice based variant of conjoint analysis, used in this study, provides a means by which to simulate the choices in a market place. A relative value for each product attribute is determined from the respondents choice information. This study explored the application of price bundling in the context of a tourism product. The product chosen for the purposes of the study was weekend breaks. The questionnaire was administered to 268 respondents at a consumer holiday fair. Respondents were required to choose preferred bundles from arrays of tourism bundles. Analysis of the data identified a distinct order of preference for the attributes under investigation. Choices seem to have been dominated by a very strong preference for lower priced bundles, with affordable grade three star accommodation in central city locations. The strong influence of accommodation grade is understandable considering the large price differentials incurred by higher graded hotels. The most and least preferred bundles were identified alongside the dominant tradeoffs which occurred between these two extremes.