The ski industry is witnessing a notable rise in demand after a period of stagnation due to the pandemic and Brexit impacts.
- Inghams, a major player in the ski market, has successfully repositioned its brand, surpassing expected targets.
- The company has adapted by shifting from chalet programmes to four-star hotels to navigate Brexit challenges.
- An innovative strategy, including new sustainable travel options and rebranding efforts, is attracting diverse client bases.
- Inghams is proactively addressing climate change impacts, ensuring long-term sustainability with initiatives like Ski 3.0.
Recently, there has been a significant uptrend in ski bookings, marking a recovery from the previous stagnant phase influenced by the aftermath of the pandemic and Brexit. Inghams, a renowned operator in this sector, reports exceeding its targets, attributing this success to strategic rebranding initiatives.
John Mansell, the managing director, stated that the rebranding in 2023, which included fresh logos and streamlined brand imagery, has played a pivotal role in repositioning the company. This effort has enabled Inghams to not only meet its targets but also to exceed them.
The challenges posed by Brexit primarily affected staffing for their chalet programmes. In response, Inghams shifted focus towards offering accommodations in four-star-plus hotels, navigating the staffing issues effectively. This adjustment caters to a high-end market, which is showing positive engagement.
Mansell highlighted a surprising boost in bookings for the New Year week, a period now considered one of the strongest for the company. This has provided a robust foundation to push forward at the season’s start.
To enhance their appeal, Inghams introduced the Walking brand aimed at younger demographics. This move aligns with their broader efforts to refresh their lakes and mountains holiday packages, further strengthening the brand’s market position.
A diversification in sales channels is evident as more high street and home-based agents are promoting Inghams’ ski offerings. This shift is complemented by additional staffing to engage with trade partners.
Inghams is also looking ahead by considering the potential impacts of climate change, which could affect snow levels at traditional ski resorts by 2035-2040. Their forward-thinking strategy, Ski 3.0, involves expanding destinations, such as adding Norway to their winter lineup.
Part of their sustainability drive includes offering train travel to destinations like Morzine and Avoriaz, significantly reducing the carbon footprint associated with ski holidays.
By focusing on sustainability and strategic brand repositioning, Inghams is not only meeting current travel demands but is also preparing to navigate future challenges in the ski industry.
Inghams’ strategic adaptations and sustainable initiatives ensure its resilience and growth in the evolving ski market landscape.
