THE holiday industry could help ease traffic congestion by encouraging alternatives to the traditional Friday getaway, it is claimed.

Ed Jefferson, of real estate company Colliers International, said Purbeck was “virtually cut off” recently by roadworks at Sandford.

Mr Jefferson, who covers the west country for the firm’s hotels team, said: “We seem programmed to think in terms of a Friday afternoon getaway.

“There could be an argument for different change-over days for holiday cottages, for instance.

“Some owners already operate on a Monday to Sunday basis as this allows their clients to avoid the Friday evening traffic and gives them a bit more time to do the laundry.

“If more people could be persuaded to vary their journey times, it might reduce stress on traffic network and the people using it.”

He added: “At one point, the entire Purbeck peninsula in Dorset was virtually cut off by one set of roadworks – leaving motorists stranded for hours in boiling heat and hospitality businesses wondering where their customers had gone.”

He added: “The roadworks were eventually closed down – but they had caused bottlenecks on the already overstretched south coast road network which took a long time to clear.”

He added: “What was surprising was that despite the fabulous weather and clear expectation of heavy traffic levels, a number of our public utilities still pressed ahead with roadworks on key routes.”

Andy Woodland, vice-chair of Bournemouth Area Hospitality Association (BAHA), said there was merit in the idea.

“I really do think hoteliers need to be aware that people are looking at traffic and trying to avoid the traditional 6pm on a Friday and going home at 3pm on a Sunday, because the traffic on the Spur Road is always diabolical at this time,” he said.

“It’s a good move if people look at suggesting to their guests that if you come down here at 11am, you can get changed and go and enjoy Bournemouth as a resort and check into a hotel at 3pm.”