Alongside the usual warning that it is wise to secure flights and accommodation early, particularly for peak weeks, skiers planning for winter 2026/27 are being given additional warnings that prices are likely to rise as increased costs resulting from the war in the Middle East feed through.
The advice from those selling holidays and flights is that it is smarter than ever to book early, securing preferred holiday dates and locking in prices. It follows reports that winter 2026/27 ski holiday bookings are already seeing strong demand.
Now companies that organise independent resort transfers from airports such as Geneva to ski resorts are warning of the same issues. One, Alps2Alps, says that even before the latest rise in global tensions, it was already seeing a growing trend of skiers booking transfers earlier.
That finding, drawn from analysis of its business last season, was more nuanced however. Alps2Alps found that those wanting to travel in peak weeks were booking ever earlier, but there was also a boom in last-minute bookings, typically following heavy snowfall events in low season.
Alps2Alps says it saw its business up 40% overall last winter, with French resorts its most popular choice and 70% of its business coming from people flying into Geneva Airport. The airport remains one of the key gateways for those heading to the French Alps and to many of the best ski resorts near Geneva.
The company now moves more than 350,000 passengers per year, with a fully remote team of more than 100 people across 27 countries.
Alps2Alps says its average advance booking increased to 41 days ahead last season, a slight rise from 39 days the previous winter. It found early booking was most common ahead of high season, particularly for February and March travel.
“Overall, demand shifted toward earlier planning. Autumn booking volumes doubled compared to the previous season, while January-to-March bookings grew by 1.3 times. We expect this trend to strengthen as the energy crisis drives up prices. Travellers are becoming more cautious in their trip planning,” commented Artjoms Fokejevs, CEO at Alps2Alps.
Other findings from Alps2Alps’ own data analysis were that the traditional week-long ski holiday continues to dominate, accounting for around 60% of all UK trips. For families looking at the peak February period, choosing one of the best family ski resorts in Europe and booking travel early may be particularly important.
The company also noted that midweek travel, from Tuesday through Thursday, is markedly less crowded. Travellers who can shift their schedule by a day or two will often find lower transfer prices and more resort-level availability.
The busiest travel days of the season all fell on Saturdays or Sundays. All of the February weekends were among the busiest days of the season, with the post-Christmas Saturday also ranking high, followed by the Easter holidays.
For those weighing up alternatives to peak-week flying and transfers, other options include driving to the Alps or considering some of the best ski resorts by train, particularly as travellers continue to look for ways to manage both costs and emissions.
“Looking ahead, rising travel costs are likely to encourage early bookings as travellers secure prices to manage their budgets. Shared transfers are set to gain further ground as travellers weigh both savings and lower emissions. The 2026/27 season may also appear shorter, with Easter falling in late March 2027, as the booking season effectively ends at Easter,” an Alps2Alps statement concludes.
Shared and eco-friendly ski transfers are expected to remain a growing part of the market as skiers look for cheaper and lower-impact ways to reach resorts.