I'll believe it when I see it!
Some will not agree, but for the last few years, I have taken my kids out of School (usually around a half-term, to mimimise the impact), and had a very good long-haul holiday in Oct/Nov or Feb for the same price as a good standard "Med" holiday in the Summer.
As a responsible parent, I will stop this in a few years when schooling becomes more important and exams beckon, but for now (my kids are only 6) I think they'll learn as much about the World from seeing it, as sitting in a classroom learning about it. (no criticism of the School is implied btw, it is mostly excellent).
As long as the School are informed well in advance, they can report it to OFSTED as "planned absence" (ie, it's not parentally inforced truancy, which I would never condone).
Bottom line is, I simply refuse to pay double the price for a holiday in July or August. I know it's "supply and demand" and profits have to be made when they can, but the seasonality of UK holiday pricing has been ridiculous for years.