08 July 2009

Ski specialist dismisses reports of rising prices this winter

Ski Direct has hit out at reports of the rising price of ski holidays this winter.

It said reports that prices will reach a record high are ââ¬Åâœincorrect and unhelpfulââ¬~ for customers and for the travel trade.

Web marketing manager Jon Pearce said the reports are "irresponsible in an already sensitive market".

ââ¬ÅâœNo-one is pretending that the low rate of the pound to the euro is helping matters, but we are seeing that customers still want to have a special ski holiday and are putting a lot of effort into saving money wherever they can," he said.

ââ¬ÅâœLike many operators, we are running at a small margin so we can pass on the most attractive deals to our customers and we are putting together a range of package ski holiday deals that really do offer real savings.ââ¬~

Ski Direct, part of the Midlands Co-operative Society Group, expects more ski resorts across Europe and North America to make announcements about free ski passes and similar deals throughout the summer.

By Bev Fearis

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