Ski bookings hold firm as demand weathers snow shortage

Rupert Longsdon, founder and chief executive of Oxford Ski Company, stressed the lack of snow had impacted only “very few” destinations. “The honest fact is there has been snow, and there has been enough of it,” said Longsdon.

“But it hasn’t been the best start to the season, it has been relatively warm, and the lower-altitude resorts with lower slopes have been hit by less snow and more rain. 

“But if you look at the bigger, more well-known resorts, things are fine and the top parts – the 1,800-metre levels  – have had fantastic snow. Last year France had the best start to a season in a generation. But this year it has been average, and if anything, a bit below average.

“We have had a couple of our clients feed back and say they are disappointed compared to normal conditions, but that’s about the weather, not the snow. It is not perfect, but it is not terrible either.”

‘Very confident’

Longsdon added consumer media coverage focusing on resorts with little or no snow had caused a “slight impact” on late bookings. “We have had a few customers asking if they should hold off a bit,” he said.

“But I am very confident for the rest of the season. Bookings are strong and there is so much more to a ski holiday than just the skiing. Some go to spend time in the restaurants, luxury chalets and spend time with their family.”

Lee Hunt, owner of Woodbridge-based Deben Travel, said they did not have any issues with existing ski bookings, although the lack of snow had become “a topic of conversation” with customers. He added that the mainstream media had been “exaggerating the situation” by not mentioning the resorts with good snow levels.

Package operators are required to offer alternative arrangements or a refund if clients’ chosen resort is closed due to lack of snow.

A spokesperson for Tui-owned Crystal Ski said: “We’re aware that some resorts aren’t seeing conditions we’d expect at this time of year. Our teams are monitoring the situation and will be in touch directly with any customers that are affected. However, the majority of resorts we operate to are currently open.

“If for any reason a resort is fully closed due to lack of snow, we will do our best to arrange up to three free ski away days to an open resort where possible, organise transport for these resorts up to two hours away and if lift passes are booked through us, we will provide a new pass for the open resort.”

Skiworld’s Palumbo said snow conditions and crowded slopes over the festive period could have an impact on bookings for next season. “The following season’s bookings tend to mimic the snowfall of the previous season,” she added.

“If many people have experienced crowded slopes and downloading, they could decide to book later in the season, which could affect the early dates in December. My concern is that even if the snow is epic later in the season, we will have to deliver unbelievable value and fight hard for early bookings next season.”

More positively, Paul Rice, from Welwyn’s Off Broadway Travel, said the reports about snow-deprived resorts have so far had no impact on the agency’s clients or bookings, with customers already enquiring about next season. He also noted demand for higher-altitude resorts where snow conditions are more reliable.