Give Them A Break, which has been set up by a group of industry professionals, is calling on travel brands to get involved ahead of its launch to the public later this month.

Companies can get involved in two ways – either by adding discounted holidays to Give Them A Break’s directory or by donating to the group’s holiday fund.

Abercrombie & Kent, Intrepid Travel, Teletext Holidays, Travelbag, Travel Republic and USAirtours are among those to have already given their backing to Give Them A Break’s partner page.

Monies raised by the donation fund will be managed by the campaign’s charity partner, the Family Holiday Association.

The FHA will work with Give Them A Break to allocate holidays to essential workers and their families when travel restrictions ease.

Give Them A Break organisers have also called on the industry to help with its promotional push – using #givethemabreak on social media. 

Brands that lend their support, will be invited to promote their involvement through their own channels to their communities and encourage their customers and followers to donate to the fund.

Rachel McCaffrey, campaign leader of Give Them A Break, said: “While I was trying to get my head around the scale of this crisis, and thinking about my background in sustainable travel, it struck me I could bring those two things together; by finding a way to give something back to those risking their lives to treat the sick and keep the country running, and help to stimulate the tourism industry and save jobs by rebuilding confidence in travel.

“Give Them A Break is not about asking our industry friends and peers to give free holidays. It’s about recognising that we work in the ‘industry of dreams’ and, whether frontline NHS staff or refuse collectors, our essential workers are probably right now dreaming of a holiday – and we’re in a position to help.

“So we’re calling on brands across the UK, from holiday camp operators or short-haul specialists, right through to companies catering for the long-haul market, to get involved and offer what they can.

“We’ll be giving the public the opportunity to contribute too, but want to get as many of our colleagues in this fantastic, big-hearted, industry together to help us provide at least 10,000 holidays and experiences for the people who have healed us, held our hands and helped the country to stay together since this awful disease took hold.”