Founder and chief executive Rupert Longsdon said bookings were on track for a “very good and full season”, with sales currently ahead of a typical pre-pandemic year, as he predicted the company’s “best ever season for sales”. He said many of the specialist’s suppliers at all price points were also predicting a record-breaking season.
Longsdon noted that while many clients had yet to book for this winter, there was still availability. Oxford Ski Company has an international client base, and Longsdon said many Russian clients are unable to travel due to restrictions following the country’s war with Ukraine. He explained: “In the top-end bracket, historically, certain resorts had really strong tourism from Russia: they’re solid ski fanatics.
"Many of them had things booked over Christmas and the Orthodox New Year [in mid-January] but had to cancel. So there’s a little bit of opportunity at some chalets and hotels which historically were fully booked year in, year out by the same clientele.”
The UK market
In the UK Longsdon said some of the pent-up demand from those unable to travel during the pandemic was sated last season, but explained that many families with younger children chose not to ski last year, and are now booking for the current season. “They’ve not taken their children skiing yet, and last year it was so complex. The idea of doing that for the first time with children was daunting.”
While the cost of living crisis has yet to impact sales from the UK, Longsdon predicted: “I think clients will rein in their budget in other areas, they still want to go, but are being clever about it, so rather than going to the big resorts they might choose the satellite resorts where you pay a bit less, but still have the same ski pass as everyone else.”
Among UK customers France is the most popular destination, followed by Switzerland, Austria and Italy. Longsdon is expecting good snow this season, noting that early indications were looking “positive”, with some Canadian resorts opening slightly earlier than planned in November.
Ski renaissance
Longsdon said there is a “big renaissance” under way across the sector. He explained: “There’s a continued investment in lots of resorts in ski lifts, and the ski industry is not resting on its laurels. We’ve been doing this 23 years, and in the last few years we’re really seeing the investment going back into the experience the client receives, whether it is walking around the town, up on the mountain with a great lift system or the quality of accommodation.”
He also noted the growing popularity of self-catered luxury apartments, which he expects to continue, explaining: “20 years ago in France they were tiny shoeboxes, but now some are as big as chalets. The space, the size of the bedrooms, the quality of the finish and the location of that product is fantastic, and some have shared facilities, spas and even restaurants.
"They’re not a hotel, or a chalet, but in between, and there’s been an upsurge in that massively in the past two or three years. I feel the money being invested in ski resorts is now along those lines.”
