Cool weather and a bout of snowfall have prompted a surge in ski bookings, the trade has reported.
Up to 50cm of snow fell in the Alps at the weekend following a spell of warm weather at the end of last year which had caused a lack of snow in some lower-level French resorts.
Despite the trade reporting the warmer weather having “zero impact” on bookings, operators said the recent snowfall has prompted a surge of enquiries from clients who were waiting until conditions had improved before they secured their holiday.
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Managing director of Ski Solutions Craig Burton said: “Many resorts in the Alps have received between 20 and 50cm of snow from this latest storm.
“Resorts that needed snowfall the most such as Morzine and Megeve have been major beneficiaries from this recent snow.
“Bookings have been very busy all week, with enquiries focused ion the higher altitude destinations such as Val d’Isere, Val Thorens and our Norwegian resorts, which have exceptionally good conditions right now.”
He added: “Another 10-20cm of further snow is expected quite widely on Wednesday (January 11).”
Iglu Ski has also reported strong demand from consumers who waited to book their holiday until the weather conditions improved.
General manager Simon McIntyre said: “While many skiers have already booked for this season, there are late deals to take advantage of right now in Europe and North America, and the fresh snowfall has prompted many to call or book online with us.”
Richard Sinclair, founder of Sno, echoed McIntyre’s comments, saying: “Customers who had been watching and waiting are now securing their holidays.”