Felix Hemsley, marketing director at Oxford Ski Company, added that there had been “the emphasis on booking early and getting something locked in, something to look forward to”.
This trend, Hemsley said, was “exacerbated” over the summer as international travel became “more difficult or unpredictable” which, in turn, had “fueled the desire to leave this winter”.
Crystal Ski, owned by Tui, said sales for 2021/22 were “way ahead of what we expected to be at this point in the year” and “significantly up” at the same time in 2019.
“Many skiers have been denied a season for two years and are desperate to return to the mountain,†said a spokesperson for Crystal. “We are seeing strong consumer confidence from all types of customers. “
Another major ski brand, Inghams, said current bookings were “15% up from what we would normally be at this point in the year.”
Club Med, meanwhile, has seen commercial bookings increase 40% year-over-year for its ski resorts as the all-inclusive operator prepares to open new and renovated properties this winter, including including its first Canadian property – Quebec Charlevoix – in December.
“We are seeing significant growth in the number of new customers, with an 80% increase in one year,†said Estelle Giraudeau, Managing Director of Club Med UK and Northern Europe.
“Considering the outdoor environment, it is perhaps not surprising that this is an attractive vacation proposition in today’s climate.”
