NEWS SPECIAL REPORT


Ski sales strong but ‘value key’ A


Agents join Inghams Ski on a fact-finding trip ahead of the operator’s launch of charter flights to Bergen, Norway, next winter. Lucy Huxley reports from Voss


gents have reported positive sales for this ski season, reflecting the wider market – but


see signs of trading down amid cost-of-living concerns. They also hailed the resorts


that will be served by Inghams’ new Gatwick-Bergen charter flights next winter. Richard Sinclair, Sno Group chief


executive, said a lack of consumer confidence meant some customers were “tightening their belts” by booking cheaper accommodation. “There have been a lot more


earlies [sales]. People are trying to manage their budget,” he said. “Lates are quite busy. The


mid-season is not quite as busy.”


Market trends Simon Hoskyns, co-owner of Alpine Answers, said spending had increased and advanced sales had been “strong”, but lates had not performed so well. “The quality end of the market is


still healthy. We see lots of triple- generation groups,” he said. Nick Edwards, Snowfinders


managing director, reported a “huge uptake for early bookings”, plus demand for “snow-sure” resorts.


8 3 APRIL 2025 We’re seeing massive


growth from the UK – primarily that’s because of snow conditions


“We’ve seen [trading down] –


clients prepared to go to Andorra, where normally they would’ve gone to top Austrian and Swiss resorts,” he said. “But at the top end, they’re still spending a lot of money.” Gary Lewis, chief executive of


The Travel Network Group, said the season had been “all right”, adding: “We have got a lot of Travel Trust Association specialist ski operators and they’re finding January is sold out, but March and April [are a] challenge.” John Sullivan, Advantage Travel


Partnership’s commercial director, added: “Value has been really key. Skiing is certainly a slightly more costly holiday; clients want to make sure they get the best value.” He noted how ski trends reflected


the wider market, adding: “The market is good. The past two years were phenomenal; it will level out a bit. It comes back to value again. [People] want the maximum value.”


The agents were also positive


about Inghams’ weekly Bergen charter service, which will start on December 21, offering access to Voss, Myrkdalen and Geilo. John Mansell, Inghams managing


director, said the area had been on the company’s radar “for a while” as part of its “Future Ski 3.0” strategy to offer higher or more northerly resorts.


Bergen’s appeal Commenting on the resorts served by the Bergen flights, Mansell said: “They have very good ski guides and instructors, and they’re getting lots of people who want to perfect their skills.” He agreed that January was strong


and also that some customers had switched to cheaper Italian resorts rather than more expensive Swiss, Austrian and French destinations. Inghams is keen to support


agents. Mansell said: “We train as much as we can. There are a number of ski specialist agents who know our programme as well as we do, but we’ve also got high street agents and some homeworkers. “We are seeing more of those


understanding our business and knowing that they can talk to us and find the right [place for clients].”


Trevor De Villiers, chief executive


of Norway Home of Skiing, the destination’s international sales and marketing arm, approached Inghams a year ago because “the time is right”. “We are seeing massive growth out of the UK,” he said. “Primarily, that’s because of snow conditions, and the krone is quite weak.” He noted that about 45,000-50,000


people from the UK visit every year and added: “The UK has overtaken our Swedish and Danish traffic.” Visitors can also see the fjords


and enjoy activities such as northern lights hunting and husky sledding. De Villiers hoped charter flights


could be expanded to airports such as Edinburgh and Manchester. Sullivan hailed the region’s


“stunning scenery” and “relatively short” transfers from Bergen. “The people are friendly and welcoming; the service has been great,” he said. Edwards noted: “The region


offers great family resorts, is good for beginners and early intermediates, and has lots of off-piste for advanced skiers. The charter will make a big difference.” Lewis agreed about the region’s


appeal to families, adding: “There is a real opportunity for specialist ski operators to get agents more aware.”


travelweekly.co.uk


Trade guests enjoy the


Norwegian slopes; main picture: Voss, Norway


PICTURES: Hunnalvatn Media; Erik Østlie


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