Wilderness Group and Ski Solutions parent Active Travel Group (ATG) has reported a record first-half financial year, with sales rising 26% year on year for the six months to October 31 to hit £27 million.
Wilderness Group sales are up 45% following “phenomenal growth” in premium custom bookings, while Ski Solutions’ bookings are pacing 19% ahead of last year’s record-breaking year, the company said.
Norway is Ski Solutions’ fastest-growing destination for the second year in a row, with bookings up 75%, helped by the addition of Gausta and Narvik to the programme.
More: Active Travel Group sees annual sales top £50m
Italy is also described as having achieved significant year on year growth as demand has bounced back for weekend trips to destinations including Courmayeur and Cervinia.
“Skiers have appreciated the relative value for money in like-for-like luxury hotels and easy access to the mountains via Ski Solutions’ new British Airways flight from Gatwick to Turin,” Ski Solutions said.
Wilderness Group managing director Stevie Christie said demand for two-wheel travel was among the trends identified for 2025, with wildlife-focused trips also gaining traction.
He attributed the increasing popularity of the latter to the number of nature documentaries available for streaming and added that Shetland was proving a “particularly popular” destination for the summer.
ATG chief executive Craig Burton said: “With another summer season delivered and with a world class Net Promoter Score of 82 secured across the Wilderness brands, we are delighted with performance in the year to date.
“The run rate growth for summer 2025 is striking in itself, but we are further buoyed by the pipeline of new trade partners the team is signing up for 2026 and 2027.
“On ski, we continue to innovate and deliver material revenue growth and profitability in a niche we are deeply passionate about, and with a breadth of programme which is second to none.”
ATG, whose brands also include Cycling for Softies, said bookings across all product categories have performed ahead of expectation.