Demand for ski package holidays has rocketed since the new year due to their competitive pricing.
Ski package holidays are now up to 30% cheaper than those customers can arrange themselves due to euro hedging and advance buying.
Erna Low sales manager Becky Borrow said operators are paying around 40% less on ski hire costs, while lift passes are around 20% cheaper when bought as part of a package.
She said more favourable prices and heavy snowfall are now driving the operator’s bookings, which were 5% up in December.
Borrow added: “A lot of people have gone away over the new year and come back saying they want to go away again.”
Snow Finders managing director Nick Edwards said the market was being driven by good late deals, although prices on the deals are rising within the last two weeks before departure.
He agreed packages are selling best due to competitive prices, although he warned regional flights are selling out quickly due to reduced airlift this winter.
TUI ski managing director Mathew Prior said the biggest demand among customers is still for January when many deals are selling out.
Inghams spokeswoman Lynsey Devon added the market has been helped by a one-week half term this year, while the later Easter should help extend the season.