04 June 2009

Improved result for Erna Low

Ski specialist Erna Low reported a slight fall in booking numbers last season but an increase in revenue of 15%.

The company’s chief executive Joanna Yellowlees-Bound, speaking at a breakfast presentation on the ski market, said more cash-strapped holidaymakers had pre-booked lift passes and equipment hire to save money.

"People were looking for value and by pre-booking extras, so it made for a more positive year for us," she said.

She added there was a trend to book late which had been very stressful for operators.

"There was a massive drop in August and September bookings when the credit crunch news broke. But then there was a significant increase in late season bookings.

"It was very stressful with so many people booking late, but at least the bookings did come in."

Yellowlees-Bound said there was a big switch away from the more fashionable resorts last year as winter sports fans sought a bargain.

"There was a decrease in bookings to the more expensive resorts of Courchevel 1850, Val d’Isere and Tignes," she said.

"Skiers chose Courchevel 1550 and 1650 and La Tania as the cheaper options in the Three Valleys."

Research among its customers by Erna Low revealed that 45% of those that didn’t take a ski holiday last year blamed the decision on financial difficulties and the strength of the Euro.

Some 20% of new bookers were attracted by Erna Low’s service levels, but 24% chose the company on price. This was the top reason why new bookers travelled with the operator.

by Jeremy Skidmore (www.jeremyskidmore.com)