Operators and Abta have disputed the findings of research which claimed to show steep fluctuations in holiday prices depending on when they are booked.
The study by FairFX gained coverage on BBC TV and radio this morning but prompted industry question marks over its accuracy.
The online prices of ten holidays to be taken in August were checked every day for two weeks last month.
The research claimed that the price of a Virgin Holidays 14-day package to Walt Disney World in Florida departing in August rose by more than £3,000 across two days in April.
It found that holidays by Thomson, First Choice and Thomas Cook to the Greek islands and the Canary Islands and rose or fell by hundreds of pounds.
An Abta spokesman confirmed to the BBC that prices can rise and fall depending on demand but queried the FairFX figures.
Virgin Holidays said it could not verify the £9,053 quote, adding: “We operate a dynamic pricing system which regularly updates our website. Variations in price are mainly influenced by demand and availability.”
A spokesman for Thomson and First Choice owner Tui, told the Daily Mail: “Prices fluctuate due to supply and demand as there are a finite number of rooms and flights available.”
Thomas Cook said the results “don’t match our records or the way our prices change”, and also cited supply and demand.
FairFX chief executive Ian Strafford-Taylor was quoted as saying: “We found you really do pay over the odds if you book on the wrong day.
“There seems to be no rhyme or reason to the way prices change and it really is a lottery. [This] is not fair on families and these extreme cases need addressing.”