The context of the story is that more parents are running the risk of fines and damaging their kids' education by taking holidays during term when prices are 25% lower. 13% of us did it last year. So, to summarise, according to ABTA, the holiday companies aren't inflating the prices in the school holidays - those are the normal prices. It's the rest of the year that's being discounted. Therefore, the only people who can benefit from the 'incentives' offered by the holiday company are people that don't have kids of school age.
ABTA's correct reply to Christine Blower of the National Union of Teachers comment that,"it's unreasonable for travel firms to cash in by hiking costs in the school holidays" is 'Yes, it is but we're going to do it anyway, hahahahahahahahahaha!"
In any other industry, offering incentives to people to break the law is a criminal offences known as 'bribery'.