Hotelplan UK announces the withdrawal of its family ski brand, Esprit, after 41 successful years, highlighting a shift in strategic focus.
- The decision to retire Esprit is attributed to mounting operational challenges and is not connected to ownership changes at its parent company.
- Esprit team members are affected, with reduced overseas seasonal roles and some permanent positions impacted.
- All bookings for the current season will proceed; future vacations will transition to sister brand Inghams, sans childcare options.
- Industry voices express regret at the brand’s closure but acknowledge the continued demand for quality family ski services.
Hotelplan UK has announced the withdrawal of its esteemed family ski brand, Esprit, which has been a staple for 41 years. This decision aligns with the company’s strategic focus on enhancing the success of its sister brand, Inghams. According to the company, the move is independent of the Swiss parent company Migros’ plans to find new owners for the Hotelplan Group. The primary objective is to channel resources towards Inghams, thereby bolstering its holiday offerings and broadening its resort choices.
The company cited ‘increasing operational difficulties’ as a major factor in retiring Esprit, despite the longstanding brand’s notable reputation. While Esprit faces these challenges, Inghams has thrived, attributed to its extensive range of holiday options and superior service quality. These operational shifts are part of a broader strategy to invest in the long-term success of the other brands under the Hotelplan UK umbrella.
The decision will see a reduction in overseas seasonal roles and affect some permanent positions within the teams dedicated to Esprit’s in-resort services. Affected employees have been informed, and the company is engaging in consultations regarding these proposed changes, ensuring that the transition is managed sensitively and with consideration for their staff.
While Esprit holidays currently booked for this season will proceed as planned, moving forward, many of Esprit’s chalets and hotels will be available through Inghams for the next winter, albeit without the Esprit childcare amenities. This strategic pivot is seen as a necessary measure to streamline operations and strengthen the group’s competitive edge.
Industry figures, such as Ian Hope from Ski Famille, lament the departure of another quality brand. He notes the industry’s resilience despite market changes. ‘It’s such a shame,’ he comments, underscoring the continued high demand for family-oriented ski holidays. Hope also mentions alternative options for families seeking ski holidays in the upcoming 2024-25 season.
Hotelplan UK’s strategic reorganisation underscores the evolving dynamics within the travel industry, reflecting its commitment to adapt and thrive.
