The boss of Thomas Cook will today meet the family of two young children killed by carbon monoxide poisoning in Corfu.
Peter Fankhauser, chief executive of the travel firm, has admitted the company failed in its handling of the tragedy and pledged to help the children's parents move on with their lives.
He issued a public apology to them as the company seeks to halt a mounting reputational crisis over the way it has treated the family since the incident.
Speaking after the release of Thomas Cook's half-year results, Mr Fankhauser also vowed to apologise directly to the family of Bobby and Christi, from Horbury, near Wakefield, who died at the Louis Corcyra Beach Hotel on the Greek holiday island in 2006 when they were overcome by fumes from a faulty boiler.
Some customers have threatened to boycott Thomas Cook after it emerged that the firm received around £3 million compensation from the hotel chain responsible for the incident, and following criticisms from the family.
Thomas Cook said earlier this week that it would donate £1.5 million to the charity Unicef, while the remaining £1.5 million went to its insurers for underwriting legal fees.
But the children's parents, Neil Shepherd and Sharon Wood, hit out at the firm, saying they had not been consulted by Thomas Cook about the donation to Unicef.
The family have a particular children's charity they have been supporting and to which relatives and friends have been donating in Bobby and Christi's memory.
A Thomas Cook spokeswoman confirmed that the meeting would take place today but had no information on the timing or location.
It has taken nine years but today the Chief Executive of Peterborough-based Thomas Cook finally said he was "deeply sorry" for the deaths of two British children killed by carbon monoxide poisoning while on holiday in Corfu.
Christi and Bobby Shepherd, who were 6 and 7, died at the Louis Corcyra Beach Hotel on the Greek island in 2006 while on a Thomas Cook holiday. An inquest ruled last week that the company had "breached its duty of care".
Now the company is trying to fight back from what has been widely considered to be a PR disaster.
Click below to watch a report from ITV News Anglia's Elodie Harper
The boss of Thomas Cook has said he is "deeply sorry" over the deaths of two young children killed by carbon monoxide poisoning in Corfu and apologised for the company's handling of the incident.
Peter Fankhauser, chief executive of the Peterborough-based travel firm which is facing a public backlash over the way it has treated the family since the tragedy, told the Financial Times: "Look, I'm deeply sorry about the deaths of these two children.
"As a father I really can only express my deepest sorrow."
He added: "It is also clear to me that in the past nine years the company could have handled its relationship with the family better and treated them with more respect and for that I am sorry."
He pledged to apologise directly to the family of Bobby and Christi Shepherd, from Horbury, near Wakefield, who died at the Louis Corcyra Beach Hotel on the Greek holiday island in 2006 when they were overcome by fumes from a faulty boiler.
A former senior figure at Thomas Cook has criticised the company over its handling of the deaths of Christi and Bobby Shepherd.
The children, from Horbury near Wakefield, died from carbon monoxide poisoning in a holiday apartment on Corfu in 2006.
Thomas Cook said yesterday they would donate £1.5 million they received from the hotel owners to the children's charity UNICEF.
But John McEwan, a former managing director at Thomas Cook says the children's parents should have been consulted about the donation and the company have been too concerned with protecting their legal interests.
Football fans have bid a fond farewell to former Peterborough United and Cambridge United Manager Chris Turner.
Fans joined friends and family at the funeral for the 64-year-old which took place at Peterborough Cathedral this morning.
He died last month after being diagnosed with dementia eight years ago.
"There's only one word for Chris and that's immense.
He is the epitome of the word legend. He's done everything at the Football Club, right through from owning it, running it, managing it, playing for it.
He's never to be forgotten. He was a wonderful man."
Click below to watch a report from ITV News Anglia's Stuart Leithes
Restaurant boss Mohammed Khubaib, from Peterborough, has been jailed at the Old Bailey for 13 years after being found guilty of raping a 14-year-old girl and trafficking others for sexual exploitation.
Football fans have been invited to attend the funeral of former Peterborough manager Chris Turner.
The service will take place at Peterborough Cathedral this morning.
He died last month at the age of 64 after being diagnosed with dementia eight years ago.
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The mother of two children who died of carbon monoxide poisoning while on holiday in Corfu said today: "I will always hold Thomas Cook responsible for their deaths."
Sharon Wood spoke out after an inquest jury concluded that the tour operator "breached their duty of care" over the deaths of Bobby and Christi Shepherd, aged six and seven.