m in family holiday sales this summer.

The operator believes the rise in demand is as a result of a “backlash to the staycation favoured in the summer of 2010.

According to chief executive Jennifer Atkinson many family friendly properties have seen “dramatic increase” in family travel with Mauritius topping the charts with a 35% increase on last year.

Mauritius is cheaper and easier to get to this year according to the operator thanks to strong hotel offers, direct BA flights and increased Emirates flights

Atkinson said: “This increase in family travel is a huge accomplishment, especially as it has come in the face of adversity and there are many recent factors that our business has come up against, from the continued rise in APD to unforeseen natural hindrances, such as the recent ash clouds.

"Yet despite this, people continue to travel and booking with a reputable, trustworthy tour operator like ITC becomes more important than ever. “

The latest figures from ITC show 45% more sales in May this year than in the same month in