Poor weather in the UK is not just driving late-summer sales, but may also be boosting early ski bookings.

Mark Warner agency sales manager Justin Coles has reported a 25% rise in bookings, and specialists Crystal Ski and Erna Low have also noted year-on-year increases.

Ski operators expressed concern after last season when inadequate snowfall led customers to wait until the last minute before booking.

Coles said the bad weather focused people’s minds on escaping the UK.

Crystal Ski product and marketing director Gareth Crump thanked the lousy weather for a “significant increase” in sales for 2007/08, adding that next year’s early Easter should ensure those going away during school holidays catch the last of the snow.