Almost half (46%) of parents in the UK would be willing take their child out of school during term time to secure a cheaper price for their holiday.

This figure, from the latest study by TNS-RI Travel and Tourism, highlights the dilemma faced by many parents: whether they should stump up for the higher prices demanded by holiday companies during school holiday periods or face the consequences from school authorities by taking their children out of school during term time, when prices are more affordable.

In fact, over 4 in 10 people aged under 45 with children are willing to avoid the peak holiday season completely and save their annual leave for the cheaper periods during term time.  Older parents, aged 45 and over, appear less likely to take this approach,  with less than 1 in 3 actively avoiding the school holiday periods.

According to Tom Costley, Group Director of TNS-RI Travel and Tourism:  “These figures suggest that the price difference between taking a break in the school holiday periods and other times within the holiday season is sufficient enough for some parents to consider taking their children out of school.  As education authorities become tougher on absence from school, there will be increasing tension between schools and parents if holiday companies continue to keep their prices high in the school holidays, particularly in a time of economic uncertainty.”