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 “incorrect and unhelpful†for customers and for the travel trade.
Web marketing manager Jon Pearce said the reports are “irresponsible in an already sensitive market”.
“No-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.
“Like 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.â€
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
