
After reading the Sunday Times travel section this morning, I imagined for a moment having to wear large hats and dark sunglasses into my sons’ school plays and assemblies for years to come ! Thank goodness their headmaster has a sense of humour (I hope!). It did make me think though that I better clarify the avalanche of great press we’ve received this week.
Earlier this year, Erna Low Ski undertook a series of studies to understand why our clients changed their holiday habits last season. We wanted to know why we had lost and why we had gained bookers, and how tour operators and skiers might behave next winter in light of the current economy.
The facts and insights from those studies were so compelling in terms of market trends and consumer behaviour that we shared the results with journalists around the country last week in our The Credit Crunch Report 2009.
Key to that report are two trends:
1) The growing number of people waiting to book, in the hope of cost-saving last-minute deals
2) Tour operators’ more cautious approach to guaranteeing beds during the 2009-2010 ski season which will reduce capacity all around.
In view of how many tour operators had to slash prices in order to fill beds last year, exercising caution this year is simply good business sense. But the reality is that ski-lovers who wait until the last minute expecting a deal like they had last season might find that there’s no deal at all to be had! And that’s what we wanted to share with consumers, not as a hyped-up fear tactic but to give consumers insight on what’s likely to happen so they can make the best choices possible for themselves, their families and their friends.
And what I was also trying to get across in our report is that back-end bookers very often get back-end product. It might sometimes be a bit cheaper, but you have far less choice than the front-end early bookers. What you usually get are left-overs that front-end skiers don’t want. Often last minute ‘deals’ are just a way of major package operators off-loading weak stock of flights and beds. It’s just basic demand and supply – there will be monumental growth in demand for a fixed supply of beds so that package operators and resorts will milk this for all it is worth. In difficult economic times this is their single chance to mint money! We at Erna Low advocate that, if you are tied to school holidays, you can get the best deals by self-drive and choosing one of our huge variety of apartments – whilst at the same time avoiding the humiliation of airports and price-gouging .
What you won’t have seen in all these reports are the many options available for skiers who have to watch their budgets. Included in the Credit Crunch report is sensible advice on how to get you skiing this winter without breaking the bank.
We’ve also pulled together our top five credit crunch beating ski holidays and have created a Ski Calculator to help you decide whether booking early or waiting until the last minute is a good idea for you this season.
And as for bunking off school? Well, it’s certainly true that UK and EU half terms are coinciding this year which will make it tougher to secure the accommodations you want in your favourite resorts. But do check with your headmaster or mistress first – somehow I can’t imagine getting away with it just because Erna Low told you to!
Joanna Yellowlees-Bound – CEO Erna Low
Here’s a few of the latest headlines:
http://www.telegraph.co.uk/travel/snowandski/5450953/Cost-of-skiing-holidays-expected-to-soar.html
http://www.travelshorthand.com/taking-the-kids-skiing/
http://www.travelmole.com/stories/1136681.php?mpnlog=1
http://www.snowmenu.com/ski-holiday-prices-could-raise-by-more-than-20/