LANCASHIRE-BASED travel giant Airtours has come top of a poll to become Britain's least complained about holiday company.

The one-time 'bad boy' of the holiday industry was the clear winner in a survey carried out by the BBC's consumer complaints programme Watchdog.

Of all the holiday complaints received by Watchdog viewers between January and September this year, just six per cent were from Airtours customers.

Over the same period last year, moans about Airtours' holidays accounted for 36 per cent of all complaints -- the second worst of the big four operators.

Watchdog says that the most complained-about holiday firm was JMC with 53 per cent, followed by First Choice on 26 per cent and Thomson with 15 per cent.

Seamus Conlon, deputy MD of Airtours Holidays, is delighted that complaint levels have fallen by over 80 per cent in the space of just a year.

"The vast majority of our holidaymakers have a great time," he said. "Where issues do arise, we have an 'on the spot' policy which means that we try to solve customers' problems whilst they are in the resort - giving us the chance to set things right before they arrive home.

"As a result, customers can enjoy the rest of their holiday and complaints have significantly reduced."

Airtours' performance was praised by Watchdog editor Mark Killick. "The Watchdog database generally gives a really good insight into how a company is performing," he said.

"When complaint levels drop significantly, it is a good sign that a company has raised its game. That is good news for everyone."

Mr Conlon explained that Airtours' policy on customers complaints was a in two phase. He said the 'on the spot' initiative allowed resort staff to offer fair compensation and to take action to solve holiday-makers' problems.

For customers who contacted Airtours after arriving home, the company had introduced a 'right first time' philosophy, which was aimed at resolving disputes with just one reply.