Small and medium-sized ski operators with a high level of commitment to chalets and hotels are the ones most likely to struggle, according to industry sources.
The impact of the strong euro, recession and a very late booking market are compounding to create difficult trading conditions.
Ski trade sources were responding to PwC’s prediction that winter sports operators were in for a particularly tough season as consumers forgo second holidays (see separate TravelMole story).
A leading operator, commenting on current trading, said: “It was looking pretty dire in November but much better now.
“For the past month UK trading has been very strong indicating a swing towards a very late market. January volumes are now almost level with last year.”
Catherine Rankin, UK and Ireland sales and marketing director for French specialist Pierre & Vacances, said: “The most significant ‘hole’ is the Christmas and New Year period when demand picked up at the very last minute but there was no availability left because the domestic market (France) had already booked.
“The same pattern will repeat in February when there are four weeks of French holidays.
“Easter will benefit the UK market because French holidays are starting later than in the UK.”
She added: “Snow conditions are currently good in the most French resorts, and excellent in high altitude resorts such as Val Thorens which received epic snowfalls over the holiday period.”
by Phil Davies
