Teletext Holidays is launching a new marketing campaign next week based on clear and honest pricing.
It accused rivals of misleading customers with false prices and said the industry needs to take a clear stand to stop the deception.
Managing direcgtor Victoria Sanders said: "Our position on compliance is, and always has been, very firm. We only want prices on our site that customers like the look of and can actually book.
"They are fed up with seeing a price advertised on a site, phoning or clicking to book and finding out that the holiday isn't available at that price because there are additional charges they have to pay. They end up with a holiday that is far more expensive than they expected.
"There are websites out there advertising misleading deals, with super cheap prices that appear too good to be true, just so they can get people to pick up the phone."
"That is not acceptable and the industry needs to take a clear stand on this to stamp it out."
She said the 'real holidays, real prices' campaign had been developed with close consultation with governing bodies including the CAA, ABTA and the ASA.
It kicks off on 7 January and will run across online and print media titles.
A newly-created character 'Consumer Champion Barry' will appear in the adverts and on Teletext Holidays' own website.
He will appear on every holiday page to help people understand what's included in the price and any additional charges they might be expected to pay.
Thursday, January 3, 2013