Ski Solutions’ parent company eyeing up specialist operators
Ski Solutions’ parent company Pebble Travel is looking to buy at least one other cycling specialist to further expand its summer programme to complement its winter sports operation.
It bought Cycling for Softies late last year and has just signed a deal with Advantage Travel Centres to sell through its specialist agents.
Pebble Travel had already launched its own cycling brand, BSpoke, in 2014 after buying the assets of collapsed bike touring specialist Bents Bicycle & Walking Tours.
The company is now eyeing other niche opertors that might be ripe for acquisitions. Pebble Travel lead investor and Ski Solutions’ MD Craig Burton said he believes the cycling market has ‘huge’ growth potential in the UK.
"Cycling has been magnificent for us," said Burton, adding that the two brands will carry 1,000 passengers this year and turnover £1 million.
"We are going to buy more businesses. There are several firms out there doing around 400 passengers a year and we would like to buy a road bike business so we can offer longer tours."
Both BSpoke and Softies offer self-guided cycle tours backed up with support teams in the destination who transport customers’ bags to each of the different destinations on the itinerary. BSpoke offers mainly B&B and three-star accommodation in a number of countries including Croatia and Slovenia. Softies offers more luxurious, gourmet breaks in France.
Pebble’s entry into the soft adventure market has also seen it selling through other travel agents for the first time. Ski Solutions, which is part travel agent, part tour operator, is purely direct sell.
As margins on cycling breaks are higher than on ski holidays, Burton said the operator was able to offer travel agents commission to sell BSpoke and Softies. "We feel that with this product, opening up that route to market is beneficial," he said.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Global tourism exceeds 1.5 billion travelers announces UN-Tourism
Qatar Airways offers reduced timetable to over 60 destinations
WTTC global tourism reached record economic impact of 11 trillion in 2025
Marginal increase for New York City tourism in 2025
Hands In, UATP join forces for airline multi-card payments