No après ski events or buffets as top ski holiday company reveals plans for the future
Inghams saw a surge in ski holiday bookings after travel corridors were confirmed to the European slopes
One of the UK’s leading ski holiday operators has announced a list of new measures it will adopt next winter to assure customers they are safe to visit the slopes again, explaining that “it is likely ski holidays will be different for some time.”
Inghams’ ‘In Safe Hands’ campaign comes as the government announces quarantine-free travel corridors to 49 destinations, including the major European ski destinations France, Italy, Switzerland, Austria and Norway.
The operator has revealed a marked rise in enquiries for ski holidays next winter and a 100 per cent increase in bookings following the lifting of restrictions. It’s new campaign aims to reassure those now keen to secure their place on the slopes that it is safe to do so.
“As more and more people begin to plan their winter holidays, despite the many uncertainties regarding Covid-19, we would like our customers to take comfort in the fact that we're doing all we can to ensure they can safely pursue their passions again,” said Paul Carter, CEO of Hotel Plan UK, which operators Inghams, Esprit Ski, Ski Total and Flexiski.
“Skiing is so much more than just a holiday. It’s a sport people love, an adventure, a social experience to share with friends and family, and for others it’s at the very heart of their active lifestyle,” he continued.
In a bold move as part of the campaign, the operator has announced it will not be running après-ski events for large groups next winter, as social distancing measures present logistical problems for the future of off-the-slope parties and activities.
It’s a decision that will no doubt disappoint those who enjoy the time they spend off the slopes as much as they do on them, but for many in the industry it won’t come as a huge surprise. It’s widely claimed après-ski bars in resorts across Europe were the breeding ground for the virus. Bosses in the Austrian resort of Ischgl, which found itself at the epicenter of the spread in Europe, have said they are rethinking their image as a party hotspot and will be taking a more sophisticated approach in the future.
“Whilst we’re already sharing initial plans for the coming winter season with our customers, it is still an evolving situation, and we’ll continue to assess and update our holiday experience at every stage. It is inevitable that some elements of the holiday will look and feel different, but we are committed to staying true to our service promise of being with you at every step,” said Carter.
Changes are also afoot at the accommodation, ranging from hotels to chalets, which Inghams manages. All staff will receive Covid-specific hygiene training, be wearing PPE when in contact with customers and will have their temperature checked before each shift. This new training will see staff disinfect all communal areas in chalets and hotels several times a day as well as carrying out midweek room cleans, unless guests opt out.
Dining options while on ski holiday will also receive a makeover. Inghams will no longer be offering self-service food, with all meals served either in a buffet style or directly to tables by staff wearing PPE.
All Inghams’ partner hotels, which are managed locally, will be in compliance with regional regulations, which will also impact the opening hours and capacity in spas, hot tubs and swimming pools and see all guests and staff required to wear face covering while travelling on public transport, including transfers from the airport.
“Resorts, tour operators and airlines must adapt, and continue to work in partnership to ensure we’re putting customer safety at the forefront of everything we do. By reassuring and listening to the people we help to pursue their passions – together the ski industry can enable skiers to travel with confidence again,” said Carter.
The new campaign, launched late last week, makes reassuring reading for skiers and snowboarders, who, according to recent research by the Mountain Trade Exchange (MOTEX) are craving more information about the future of ski holidays from operators and resorts before they commit to booking for next winter.
“Throughout the Covid-19 crises we have strived to do the right thing, and be open about our efforts. We have already seen a great number of guests transferring to next year, and many new bookings for 2021, for this reason we feel it is important to share our plans and promises for the up and coming winter ski season, so our customers can plan with confidence and know what to expect,” said Carter.
The same research also found the refund guarantees, flexible booking terms, bonded protection and low deposits are also key booking triggers for skiers and snowboarders at the moment.
“In every industry there will be changes post Covid-19. As travel restrictions lift, and our customers are able to holiday in ski resorts again, we will continue to comply with the Covid-19 laws of that country and help to deliver the trips skiers love, in a way that allows them to travel with confidence,” siad Carter.
Inghams’ new campaign reaffirms its position as Atol and Abta protected as well as its Covid-19 refund promise, which saw all its customers whose trips were cancelled last winter either receive a full refund or the option to pick an alternative break. It is also offering the chance to reserve holidays for next season before the end of September with a £150 per person deposit, increasing to £180 for trips to Canada.
As part of the ‘In Safe Hands’ campaign the operator, which has been running ski holidays for 85 years, has committed to extending its level of customer service like never before. For added reassurance a member of the Inghams in-resort team will call each guest before they arrive to talk through their upcoming trip and answer any queries.
Resorts around the world, including Norway, Australia and New Zealand plus those with high-altitude glaciers in the Alps, that have been able to reopen for snow sports are providing a blueprint for others in Europe preparing to reopen next winter. Reduced capacity at après venues, face coverings and pre-book lift passes are all new measures that look likely to be adopted by resorts worldwide next season. Keen to know how things are shaping up in your favourite ski resort? Read our full country-by-country guide to coronavirus restrictions in ski resorts here.
“It is likely ski holidays will be different for some time, not only because of COVID-19, but also due to the impact Brexit continues to have on our industry. As we adapt, we may find ourselves keeping the changes that our customers and team find favourable long-term,” concluded Carter.
