Holiday companies have come under fire for charging significantly higher prices during the school holidays than at term time, giving parents little choice in some instances but to arrange breaks during lesson time. Staffordshire County Council has recognised the problem and has been running a deal with one holiday firm to address the issue. The county saw 136,500 term time absences in 2008/09, and now the authority hopes through the initiative, it can ensure family holidays are offered at the same price throughout the year to combat the problem.