It’s not just the UK’s skiers and snowboarders wanting a longer season – operators need to make up for a lost 2020/21, while some high-end resorts are counting the cost of absent Russians and their roubles.
James Gambrill, Ski Club of Great Britain general manager, said the season was going well, despite generally “average” snow. “With travel and in-resort restrictions easing further, it is certainly easier to go on a ski trip now than it was even a month ago. If the snow is favourable, we would expect to see late season demand.”
Crystal Ski managing director Chris Logan described the season as “a roller-coaster”. Omicron came at the worst possible time, he said. “All of us were looking forward to almost a record season, and then it hit. The step change was France reopening.”
Normally, France and Austria are Crystal’s top sellers, followed by Italy. However, with the Covid restrictions, 2021/22 has been very different. “By the end of this season, we’ll have taken more passengers to Italy than any other destination,” Logan said.
Inghams started the 2021/22 season with capacity 37% down on pre-Covid levels. In November, head of agency sales Julie Franklin said demand was “very, very strong”, predicting a need to buy in more seats. Five months on, that optimism remains. “We’re really well sold; there’s not much left for the rest of the season in France and Austria.”
Demand is such that Inghams has extended its season until 16 April by contracting extra beds. As of mid-March, the operator was 87% sold for Easter. “It’s going strong to the end – people have the confidence to go last minute now.”
Inghams believes this season will serve as a good foundation for 2022/23, with sales “already 10% up”. Franklin said next season would see capacity increase, but added new destinations were unlikely.
More confidence; more flights
France reopening been the significant boost. Since 12 February, fully vaccinated travellers have not needed to present a negative test, and since 14 March rules around vaccine passports and face coverings in bars and restaurants have been removed.
A spokesperson for La Plagne said: “Currently, we are on the same level as winter 2020. February was a record month in the history of La Plagne. Austria was not open, so it was one more reason to come to France.”
Joanna Laforge, Ski France commercial director, said: “Since mid-February things have got so much easier. The biggest problem was the 12- to 16-year-olds – they had to be tested. It was getting too much for families, there was a lot of hassle and at half-term flight prices were high. Over the past few weeks there’s been an increase in bookings for Easter. People feel more confident, and there are more flights.”
It’s been a similar picture in Austria. Elena Protopopow, the Austrian Tirol Tourist Board’s UK marketing manager, said: “The stricter entry regulations for Britons caused many winter vacationers to cancel or rebook to other destinations. Also airlines reduced their flights to Innsbruck and Salzburg in January. However, the rules were relaxed on 5 March, and we look forward to welcoming more British guests in April to enjoy the spring conditions.”
She added some restrictions remain in Austria: “Just remember, masks are compulsory on public transport and in shops.”
The mountains are firmly back in business but one Covid overhang looks set to remain: contactless catering in chalets. Laforge explained it was now more to do with changes to employment rules preventing UK staff working in-resort.
“There are still a few chalets with hosts, but it’s more complicated post-Brexit, hence many operators have cut their programmes,” she said. “Now everything is included as it was in the past, but from a centralised team and kitchen.”
There may be other changes on the horizon too due to Russia’s invasion of Ukraine. “If the Russian market continues to be absent next winter, it will certainly have an impact on some resorts, certain dates and accommodation types,” said the Ski Club’s Gambrill.
Another impact could be on Romania’s ski area around Brasov, which sits about 150km from the Ukraine border.
Next season is a long way away though, and for now things are looking up. Crystal’s 2022/23 plan is to get back to historic levels, “but not beyond at this stage”. “We are 20% sold already, it’s materially ahead even without including amended bookings,” said Logan.
