The company, which operated five catered ski chalets in Meribel, France, was set up by Dennis Heasman in 1993. His daughter Dionne was running the operator as managing director at the time of its collapse.
Alpine Action, based in Shoreham-by-Sea in west Sussex, had worked with specialist agency Ski Line since 1995. In a statement, Angus Kinloch, Ski Line managing director, blamed Brexit for Alpine Action’s collapse.
“Unfortunately, the changes brought about by Brexit to the ski chalet holiday sector has taken another great British business,” Kinloch said.
A statement on Alpine Action’s website reads: “It is with much regret we announce Alpine Action has ceased trading for chalet holidays as of 7 May 2024.
“Despite our very best efforts to overcome the significant commercial challenges, we have come to the point where we can no longer continue.
“If you’ve booked a holiday with us for the 2024/25 season, we will contact you soon to arrange a full refund of your deposit.
“Thank you for your understanding. We offer our sincere apologies and best wishes to all of you.”
Mal Sargeant, a senior sales advisor at Ski Line, added: “You can count on one hand the Atol-bonded ski chalet operators that remain.
“Skiers want chalets with flights and transfers included. Atol packages continue to be the most popular choice for groups, wanting a more private ski holiday than hotels can offer.”
Alpine Action had an Atol for 815 passengers in the year to September 2024, according to the Civil Aviation Authority (CAA).
Alpine Action told the CAA all Atol protected bookings have now been refunded.
