Travel agents are attempting to entice British ski enthusiasts back to the slopes with the latest brochures for winter 2010.
The main edition brochure for Crystal, the biggest operator, has already gone on sale, with Thomson due on August 19, Crystal Finest on the 26 and First Choice due on September 2.
Each of the operators will offer lower prices for earlier bookings and they each account for around 40% of the market.
Marion Telsnig at Crystal Ski says: “Operators lost money because of the sudden drop in demand in 2008/09 and there were further big capacity cuts in 2009/10, when Crystal cut about 40% of its chalet programme.
“Since then we have gone to leading resorts, lift pass providers, accommodation companies, transport firms and said that if they want British skiers to return, they must lower prices.
“With the pound firming against the euro, and fuel prices stable, things are moving back in favour of British skiers. But when bookings get going in September, prices must be attractive.”
At Erna Low, one of the first ski operators to the French Alps which began trading in 1932, managing director Jane Bolton says many more customers will drive to the slopes in 2010/11 to cash in on cheaper ferry fares and Eurotunnel crossings, and to avoid airport hassle and a possible repeat of the volcanic ash shutdown.
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