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The chief executive of Europe's largest travel company has called for a change to school holiday timings to help reduce prices.

Peter Long, from TUI Travel, which owns Thomson and First Choice, said he would like to see school holidays staggered over a longer period, possibly by county, to lower demand.

Mr Long said current prices were based on "economics and demand" and prices charged to his company by hoteliers. He said that while he "sympathised" with parents, capping prices "did not make economic sense".

The issue of school holiday prices has been debated by MPs after an e-petition received almost 170,000 signatures.

Research by consumer group Which suggests holiday prices can rise by 30% or more during school holidays, and car hire costs can be 50% higher during the summer.