Holiday hikes

FROM Filey to the French Riveria, a holiday has always seemed a pretty modest indulgence for the average British family. Given the dire winter we had, the recession and the prospect of more cuts to come, that luxury will feel like a necessity for many this year, so it is sad that it is becoming harder to obtain.

The soaring rise in family holidays in the peak August season piles more pressure on cash-strapped British families. It smacks of unfairness because travel companies, whether they are taking people round this country or abroad, know there is only a relatively small window in which most parents can take their children away.

In the long run, it could also be self-defeating. Tourist operators have already been hit by the surge in budget flights and cheap holiday websites. They will only push more people away if there is a perception they are ripping off their customers. Every business has to turn a profit but, as we have seen so painfully over the last two years, all of society benefits if markets and morality come together.

Travel companies would be better off if they showed a bit of humanity. They should re-examine their summer prices and show a bit of decency to ordinary Britons. They might also find that making a decent gesture when times are tough ensures people stay with them when Britain is back on its feet.