p24_ttg_lux_eds report 28/9/09 13:01 Page 24
EDITOR’S
REPORT
Ski specialists have reacted
to the last recession-hit
the 70% of associated bookings by badly burnt. They took large bed
offering the former Descent clients guarantees and they had to sell – by
season by easing capacity
“significant” discounts. slashing prices.”
for this winter, responding
Consensio will be fully bonded, said Kuoni, which launched a hugely
the company’s founder and former expanded ski programme last summer,
to consumer trends and
Descent financial director, Ceri Tinley. has even slashed its programme back to
“We have been amazed at the positive just Switzerland, kept company only by
offering incentives response since setting up the company. some North American resorts.
Chalet owners are excited about our Some of the chalets previously in
business model whereby we operate on the Descent portfolio are going it alone.
By April Hutchinson
a co-operative profit-sharing basis with These include Yellowstone Ski Lodge in
them. All of the eight chalets are sold for Ste Foy, which will be sold as a complete
at least six weeks, which we think bodes chalet during the peak skiing periods
very well,” she said. but will operate as a six-bedroom
Tinley added that having Joanna boutique hotel the rest of the season.
Yellowlees-Bound, chief executive of Ski Dream claims to have had a
T
hose in the ski sector have their work cut out. The Erna Low, as Consensio’s main investor successful May, June and July and said
poor euro-sterling exchange rate means ski holidays had meant “a serious seal of approval”. August was looking good after a difficult
are at their most expensive levels ever, and the Erna Low itself is in bouyant shape. start to the year. Bookings are naturally
recession is still making people think twice about “Our last season was extremely down year-on-year after some very
spending on anything. And last season was awful, with successful, despite the financial gloom,” high-value bookings at the start of 2008.
overcapacity and distress selling. But the response from said Yellowlees-Bound. “We are in a But Ski Dream has now equalled, or
operators has generally been pragmatic. Lessons have been strong position to benefit from the bettered, last year’s figures every month
learnt, strategies put in place, incentives – but not massive ‘Mayfair crowd’ who still want their ski since last May.
discounts – offered and the message put out that skiers need to experience but will have to trade down. Ski Dream general manager Jonny
book now to secure a good deal in their favourite resort. Looking at good quality self-catering is Cassidy said: “Clients now book where
Late summer saw the collapse of Descent, one of the top more of a serious option for them now.” the best deals are so some of the very
names in luxury ski. Its bookings had been almost on target for She highlights some other notable high-end, ultra-luxury products have
this year, with 42 weeks already sold, most of them in high credit-crunch habit changes including seen a decrease in volume, whereas the
season. But it is now in receivership, its outstanding costs customers opting for less expensive good value five-star hotels with great
having simply become too high to handle. With some chalet departure dates, self-catering rather offers have done very well. The Fairmont
owners still unpaid and with the French tax bill due, there was than catered chalets, self-drive, and less Tremblant, for example, has already
nothing left in the pot for director Kit Harrison. expensive resorts with good-quality done as many bookings as it did the
Luxury stablemate Scott Dunn is filling in the high-end accommodation. whole of last year thanks to very low
chalet market gap left behind and has tried to accommodate Yellowlees-Bound added: “Last year rates and a ‘buy five get seven’ deal.
some of the bookings from Descent. Consensio Holidays rose the major operators and chalet firms did Many other of the smaller ‘hidden gem’
from the ashes of Descent taking on many of its chalets and not see the crunch coming and were resorts are doing well too.”
SKI 2009-10: WHAT’S IN STORE
Snowjet, a ski-flight specialist, says bookings Snowline is offering Alpe d’Huez for the first VIP has also introduced more “saver weeks” to
are up for January, traditionally a quieter and time, having taken on the five new chalets of encourage bookings.
cheaper month. Snowjet is also launching Le Village in the French resort. vip-chalets.com
flights from Stansted to Sion airport in the snowline.co.uk
Swiss Valais region for the season. Crystal Finest has included Soldeu in Andorra
snowjet.co.uk Carrier is featuring Vermont and Tignes for and Les Menuires, Serre Chevalier and St
the first time, pushing L’Espace Killy’s newest Martin de Belleville in France as well as seven
Seasons in Style is featuring Verbier in high-end hotel, Les Suites du Nevada. new hotels in North America (including Aspen’s
Switzerland, and Telluride carrier.co.uk famous Little Nell and the new Viceroy in
and Snowmass in the US for Snowmass, Colorado) and 16 in Europe. New
the first time, as well as more Luxury chalet company VIP now features flights include Belfast-Grenoble, and more
family hotels in Canada. BMI’s service to Grenoble, which means from Stansted and Gatwick to Chambery.
seasonsinstyle.com shorter transfers to Val d’Isere and Meribel. crystalfinest.co.uk
24
editor’s report
autumn 09 ttgluxury.com
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