Crystal Ski Holidays says pent-up demand and the reassurance of packages have led to a “significant surge” in sales for winter 2020-21.
The Tui-owned ski tour operator claims its bookings soared by a “staggering 125%” in the week ending July 12 compared to the week ending June 21.
Website visits have also increased by 35% so far this month, compared to the whole of June.
Crystal reported “good demand” for self-catering chalets but said the most popular holiday type is half-board accommodation. Italy, France and Austria remain the most popular countries.
Chris Logan, managing director of Crystal Ski, said: “In the weeks since the relaxation of air travel, we’ve had a whopping 125% increase in customers booked with us – this is a great indicator that demand for ski holidays is still there.
“Our research has also told us that financial protection is of paramount importance during these times, so an Atol-protected package holiday is a lot more appealing in the current climate than a ‘DIY’ ski holiday.
“Value is also really important. We have currently got a two-for-one lift pass deal which will save customers hundreds of pounds, which is proving to be a very strong incentive.
“Many of our customers lost their time on the mountain last winter, as the pandemic forced us to cancel our entire programme in March.
“We are delighted to see that skiers and snowboarders are itching to get back on the slopes in just a few months.
“Things will undoubtedly be a bit different, with health and safety measures being introduced to protect our customers and staff, but by the time our season launches we’ll have had a year since the crisis hit and we are now used to a ‘new normal’.”