Ski tour operator Alpine Elements has been placed into administration.
The direct-sell company appointed administrators on Tuesday (December 8) and confirmed its holidays are fully-protected by Abta or Atol.
Customers will be entitled to refunds, but Alpine Elements explained that a failure to obtain refunds itself from suppliers – along with a lack of government support – contributed to its demise.
Alpine Elements had about 1,000 Atol-protected bookings, according to the Civil Aviation Authority, and specialised in skiing and winter holiday tours to France, Greece and Austria.
Founder and managing director James Hardiman told Travel Weekly an investor had been found with the view to relaunch the operator “when the time is right”.
He added: “We ran it up to the last minute. If the ski season started we could’ve made it through.”
In a statement confirming the administration, he wrote: “I am deeply sorry for this outcome, but it has been without question one of the hardest decisions I have had to make in 23 years of running my company.
“We have tried so hard, (for so long), to try and find a way through this, but the devastating effects of Covid with its continued travel restrictions, lockdowns and – crucially for us – the lack of UK government support and guidance, have left us in an impossible situation.
“To this day, we are yet to receive refunds from the many suppliers to whom we paid in advance for the Covid-cancelled holidays of last winter season: like airlines, accommodation providers, catering and other services. Without those refunds we have not had the available cash to refund our customers. Although we had a firm plan to pay back these monies – by Abta’s deadline of January 30 2021 – the recent news that the ski season is unable to start, means that I am forced into making this very difficult decision; one that my team and I have fought against for so long.”
Administrators are due to write to customers “within 24 hours” to advise them of how to claim refunds.
Hardiman described the failure as “the complete loss of 23 years of work” and added: “Together with our investors, I am confident that with your support and understanding, we can bring the ‘Alpine Elements’ brand and our unique and much-loved style back to you – to make our company stronger than before.”
He added: “I do understand that this process has been difficult and protracted for many of you, and I am so deeply sorry that it has come to this. I have put a lifetime of work into Alpine Elements and since starting in 1997 – with a one-chalet operation in Morzine – we have grown to become one of the largest Independent ski tour operators in the UK.
“It is thanks to the many thousands of loyal customers and our great staff – The Alpine Elements Family – that has made our company great. You have all helped me create such an exciting and well-loved brand; and your devotion, friendliness and spirit has helped me turn my passion for snow sports and sailing into a company where I can share my adventure.
“I know of no other way of life; and so, with a little time, I hope to bring Alpine Elements back to you, stronger than before.”
Alpine Elements also sold activity holidays to the Alps in other seasons.
The CAA said Alpine Elements also traded under the names Igoski and Ocean Elements.
A spokesperson said: “This is a particularly sad day for customers and employees of Alpine Elements and we appreciate that those with bookings will be deeply concerned.
“However, the Atol scheme exists for exactly this kind of situation and we are making arrangements so that all Atol-protected customers can make a claim, whether they are due to travel or accepted refund credit notes for cancelled bookings.”
Abta told Travel Weekly there was also a “small number” of bookings without flights it had protected, but that the “vast majority” were covered by Atol.
London-based James Cowper Kreston has been appointed as administrators.
Transport Salaried Staffs’ Association general secretary Manuel Cortes said the comments by Hardiman highlighted the “terrible consequences” of the government’s lack of action to save the UK travel trade.
“As thousands of jobs are lost and businesses go to the wall ministers continue to sit on their hands,” he said.
“They are now being told directly that – as in the case of Alpine Elements – their decision to largely ignore the unfolding crisis in this sector is having a huge impact, both on livelihoods and the ability of firms to survive once we conquer this terrible virus.
“It need not have been this way – for many months our union has been calling for a dedicated travel minister to ensure the travel trade didn’t fall between government departments.
“We now need action at the very top of government, and across Parliament, if high street travel agents are to survive into next year, rather than suffering further decimation. There is not a moment to lose.”