Inghams has adjusted its pricing and introduced a range of added-value options for next winter.
Launching a new-look brochure called The Skier’s A-Z for 2011-12, chief executive Andy Perrin said the operator had brought prices back in line with its competitors’.
“We might have been perceived as ‘very good but a bit pricey’ before, so we needed to pull the pricing back,” he said. “People don’t want to pay a premium for a brand name any more.
“We have also introduced more added-value. Under the Inghams Plus banner, there are savings of up to £600 per couple, hotel discounts and ski pack deals.”
Inghams has added 42 chalets to offer 63 properties in 23 resorts. About 200 “dead wood” properties have beeen dropped for 2011-12 and 14 resorts taken out. The new brochure design is less cluttered, with larger images and fewer properties on each page.
Ighams’ parent company, Hotelplan, bought Esprit Holidays and Ski Total last year, but Perrin said all three brands would retain their individual identities.
Perrin said the buyout could create more opportunities for the trade to sell Esprit Holidays and Ski Total, adding: “The brands will be kept very separate, but there will be opportunities for the Inghams team to create awareness of other products.”