Created by a Shearings customer on Friday (24 April), the petition has so far received more than 1,700 signatures.

Many signatories pledging their support described the coach holiday operator as “an institution”, “a mainstay for British holidaymakers” and “a lifeline” for mature travellers.

The change.org petition states: “The government need[s] to help this company and the travel industry. Shearings has been operating for 100 years and is now in danger of going under due to Covid-19.

“I always travel with them. The staff are friendly, knowledgeable and courteous and funny. I have met some lovely people and we are like a huge family.

“Please help them and the rest of the travel industry.”

SLG said in a statement on Friday it was “actively in dialogue” with stakeholders, advisors and the government regarding its options.

It came amid reports SLG is in “advanced talks” with several potential buyers in a bid to avoid falling into administration.

“The travel industry has been severely affected by the impact of Covid-19 and the inability to operate any holidays on government instruction,” said SLG.

“Specialist Leisure Group is actively in dialogue with its stakeholders, advisors and the government regarding its options, which include the sourcing of the necessary financial support to enable the company to weather the storm of Covid-19.”