The Association of Independent Tour Operators has stepped into the growing national debate over the cost of taking children away during school holidays.
The organisation, which represents 120 smaller, specialist operators, is calling for the peak school holiday period to be spread over a longer time-span, ideally from mid-June to mid-September.
The demand came in the face of a petition signed by more than 150,000 people calling for parliament to cap peak season rates.
But the association rejected growing pressure for prices to be capped in school holidays, arguing that doing so would ignore the core problem and simply make holidays year-round more expensive.
As the row raged about the price of holidays during school holiday dates, Aito chairman Derek Moore made a direct plea to prime minister David Cameron.
He said: “The peak summer holiday dates cover, in the main, just a six-week period.
“Aito urges the government to vary holiday dates from region to region in the UK and to stretch the peak season from six to 12 weeks, i.e. from mid-June to mid-September.
“That would allow holiday companies to reduce peak season prices. It would also offer huge economic benefits to some of the key holiday destinations – many of which are suffering huge unemployment and other financial problems – by lengthening their seasons.
“So, it seems fairly straightforward. Mr Cameron, please settle it once and for all.
“Holiday dates spread over a longer period work well elsewhere in Europe. Instigate a similar system in the UK and parents – and holiday companies, all of whom are voters – will be happy. What could be simpler?”