Airtours Holidays has criticised the industry for neglecting its most loyal customers as it launches a bid to reverse the traditional booking pattern. The operator, which carries 2.3 million passengers each summer, has adopted a no-frills model to reward early bookers. It aims to halve the one million distressed holidays in the lates market and shift 10% of its business across into pre-May early bookings. MyTravel UK and Ireland chief executive Duncan Wilson said operators, including Airtours Holidays, had failed to look after their most valued customers because the best holiday deals remained in the lates market. But TUI UK - traditionally better at attracting early bookings - maintained the industry had existed on the traditional model for 35 years.