The appeal of the week before Christmas week, this year from the weekend of 13/14 December to 20/21, is such that one tour operator says they are already almost sold out that week, with sales running slightly ahead of Christmas week itself, one of the season’s three peak weeks.
The pre-Christmas week, often the first of the season for many travel companies, usually means uncrowded airports, slopes and apres ski venues, as well as some of the lowest prices of the season. It is early for snow build up and the amount of slopes open at some resorts though.
“Our ski holiday bookings are up 22% year on year, and skiers are showing keen interest in securing their preferred resort and chalet ahead of the season,” says Ski Beat’s Laura Hazell, who adds, “Interestingly, our first departure of the year on 13 December is almost full and currently outselling Christmas week, suggesting skiers are keen to get out onto the snow as soon as possible. Our resorts will be fully open and all of our high-altitude ski chalets give access to miles of skiing, early season, giving the chance for a `first footing’ in the snow, and the possibility to travel out and back before Christmas. It is also one of the best priced departures of the season, with a week’s stay in our Chalet Vallon Blanc in the heart of the Three Valleys costing only £784pp including flights, transfers, and a chalet host to serve breakfast, afternoon tea and three course evening meals with wine.”
Ski Beat say their following week, departing on 20th December and including Christmas itself, is currently 65% sold.
“We’ve definitely seen strong interest for the pre-Christmas week this season,” said Doug Newman of Ski Weekend who continued, “That period suits our core market of corporate and group travellers very well — it’s often easier for teams to get away before the school holidays begin, and the value is better too. By contrast, Christmas week tends to be more family-focused, and short breaks don’t really work then, so it’s less aligned with our market. That’s why it’s no surprise to see the pre-Christmas week in some cases outperforming Christmas, particularly for groups and short-stay trips.”
“It’s a really interesting trend,” says Richard Sinclair of travel agency SNO.co.uk . “We have seen a small Christmas bookings shift but it’s been more towards Easter for some families, but I can see how the week before might start to compete on number of bookings. At the higher end, there is some movement from families with kids in private school, as their term ends early enough for the week before Christmas – those families have been hit hard by the new VAT on school fees and many need to economise. I must admit that it’s the pre-Xmas week that I always take my boys away, because school’s out, the prices are great, and we can all get back home for Christmas with the family.”
Meanwhile ski tour operator Skiworld have just announced a flash sale on all its remaining December ski holidays, offering significant savings of up to £500 per person. The promotion, which runs until 13th October, features cosy catered chalets starting from just £699pp and self-catering getaways beginning at only £479pp. The sale targets December departures, positioning mountain holidays as an attractive alternative to traditional Christmas preparations.
“This December, we’re giving people the opportunity to trade festive chaos for snowy peaks and twinkling alpine villages,” said Robert Dixon, Marketing Manager at Skiworld. “Our flash sale provides the perfect excuse to gather friends for après-ski adventures before the Christmas rush even begins.”
The promotion comes at a time when many consumers are seeking alternatives to crowded shopping centres and expensive Christmas activities. December ski holidays offer a unique way to celebrate the season while enjoying winter sports and mountain hospitality.
“We are currently seeing normal demand for 13 and 14 December. There is more demand for New Year (of course) and also for 20 and 21 December,” Mr Dixon added, “I know many private schools in this area shut for Christmas on Friday, 12 December, but I understand some are closing on the following Wednesday this year, which may be why that weekend is less popular with some families. Christmas obviously has an emotional element to it, and our guests tend not to book last-minute, as they are locked into other commitments with friends and family.”
Philip Wright, Iglu Ski’s Head of Sales and Service, had his own thoughts,
“The three traditional peak dates of Christmas, New Year and February Half Term vie for the most sales – it’s quite even. Weeks before and after peaks won’t compete, for example, pre-Christmas, despite good snow last December, will never outdo Christmas for sales. For families, our advice is to book as soon as possible, especially for high resorts, and/or for childcare and kids’ ski schools. We are looking to Norway as a good solution for surprisingly good value, a range of availability, decent snow and a warm welcome. We typically see another spike in family demand after October half term, but by then, the choice of flights and accommodation is really becoming quite tight.”
Pictured top, Ski Beat’s Chalet Vallon Blanc in La Tania, 3 Valleys