Neilson overhauls ski programme
Neilson is taking more control of its ski product this winter, running its own hotels and driving its own sales and marketing efforts.
Since being sold off by Thomas Cook in December, the Brighton-based activity specialist has completely overhauled its ski programme for winter 2014/15.
"Now we’ve got control of what we do and we’ve got the chance to do things differently," said Neilson managing director Peter Tyler.
"When we were part of Thomas Cook we used their sales machine and we had very little voice within that. Now we’ve got our own sales team working with agents and the miniples."
One of the main changes in the programme is the introduction of the Neilson Mountain Collection – 15 catered chalets and three hotels exclusive to Neilson guests.
"We’ve essentially taken over the management of three three-star hotels and put in our own staff. It means if guests don’t like something, we can change it," said Tyler.
The three hotels are the Neilson Hotel Aalborg and Neilson Hotel Le Cret, both in Les Deux Alpes, France, along with a completely new hotel, the Neilson Hotel Del Clos in El Tarter, Andorra.
Opening on December 21, the property is 300 metres from the resort centre and main ski lifts and has three children’s clubs for youngsters from four months-12 years old.
There is also a games and TV room as well as a snow garden in the hotel’s grounds.
Tyler tipped Andorra as the ski destination to watch this season thanks to major improvements to accommodation, ski areas and lifts.
"It had a dire time three or four years ago and had a reputation of being a ‘lads on tour’ resort, but thanks to the improvements, the perception of Andorra is changing. There’s a real buzz about it this year," he said.
But while Andorra is on the up, Tyler believes French resorts are suffering.
"I think there’s been some complacency there," he said. "Of course, if you want big mountains it’s the place to go but prices have gone up massively and people don’t want to pay €20 for sausage and chips served by a grumpy man in a cold restaurant."
Overall, he believes the ski market will pick up this winter after a flat season last year.
"People are booking a bit earlier and spending a bit more on their holiday," he said.
"It’s early days as we’re still not at the peak booking time, but we’re in a good place."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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