Dudley Council is taking a stand against companies that inflate holiday prices during school breaks, making holidays unaffordable for many families. At its full council meeting on July 13, members approved an amended motion aimed at exposing firms that exploit the school holiday market to make excessive profits.
The original motion, introduced by Cllr Steve Edwards of The Black Country Party, called for a change in legislation to allow parents to take children out of school for up to ten days during term time for holidays. However, the council opted to adopt a Labour amendment that shifted the focus toward highlighting the unfair pricing practices that disproportionately harm working-class families.
Cllr Sue Ridney emphasized the importance of school attendance, noting that Dudley’s borough struggles with national attainment levels and that consistent attendance is key to improving educational outcomes. Labour councillor and teacher Qasim Mughal added that children with attendance below 90 percent have significantly lower pass rates in essential subjects such as maths and English.
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The amendment gained cross-party support, including from Conservative councillors like Cllr Wayne Little, cabinet member for children’s services, who stressed the link between education and escaping poverty. Fellow Conservative Cllr Adam Davies pointed out that missing ten days represents a five percent reduction in school attendance, which can negatively impact a child’s chances of academic success.
Reform UK echoed this sentiment, advocating for pressure on holiday companies to control price increases rather than removing fines for parents who take children out of school. Cllr Shaun Keasey, Reform UK’s Dudley deputy leader, highlighted that many parents cannot afford travel during official holidays due to soaring holiday costs and called for addressing these broader market pressures as a practical solution.