FIRST Choice Ski unveiled its 1999/2000 programme and revealed plans to upgrade its exclusive ski ClubHotels in a project costing more than ú1m.
The operator currently has 37 owned or long-lease properties across its European resorts, all of which are one and two-star.
But a demand for more superior accommodation has prompted First Choice to begin upgrading its properties to two and three-star.
Marketing and planning director Adrian Harwood said: “This is to bring us in line with the expectations of our customers. The higher quality hotels sell first. It is the one-star properties you tend to find on lates.”
He added budget ClubHotels will be introduced at some resorts for ‘no-frills’ skiing.
First Choice also announced it has increased its ClubHotels by signing long-term leases on the 67-room, three-star plus Hotel Brussels in Val d’Isere and the 53-room, three-star Hotel Skilt in Les Menuires.
Slovenia is new for 1999/2000 with the resort of Kranjska Gora featured. Other new resorts are Finkenberg, Igls, Innsbruck, Fieberbrunn and Kitzbuhel in Austria, the French resorts of La Tania, Savoyarde, Montgenevre and Pra Loup and the Canadian resort of Canmore.
Other new features include creches and an expanded number of ski nippers clubs for children aged three to seven.
“Once people have children they think their skiing days are over for a while,” said Harwood. “This does not have to be the case.”
The brochure itself has been redesigned with prices contained in the back while a gate-fold design at the front contains the special offers.
“The redesign is user friendly and was carried out following agent research,” said Harwood.
Millennium holiday prices have been increased by 40% with prices leading in at ú595 for 10 nights at the Andromede Apartments in Les Deux Alps.