“Skiers are people who tend to be more gungho, as they’re happy to throw themselves off mountains,” says Rupert Longsdon, founder of the upmarket Oxford Ski Company. The company’s bookings are up on recent seasons. This initially involved a swing towards chalets — including a new offering with live-in staff who become part of your bubble during your stay — but, lately, hotel bookings have also come back strongly. Longsdon concedes he deals with travellers less likely to have been affected financially by the pandemic. “People have been looking to go a little bit longer, or even go twice.” He feels the travel demographic likely to be most affected is the new-to-ski crowd, perhaps nervy about the trip anyway, further dissuaded by the crisis. oxfordski.com
British operator Ski France has seen a positive response to its new Catered Contactless Chalets. “They have claimed almost 60% of new bookings, whereas chalets were previously only a quarter of our winter sales,” says co-owner Joanna Laforge. “It certainly seems that guests appreciate their own space and not having to interact with strangers.”
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