Esprit Ski ceased operations after 41 years

The operational restructuring will see a reduction in the need for overseas seasonal roles for the next winter, affecting a minor portion of the permanent staff involved in delivering Esprit’s in-resort services.

After more than four decades of providing exceptional family ski holiday experiences, Esprit Ski announces it will conclude its operations following the 2024/25 winter season. This move marks the end of an era for the esteemed brand, which has been a cornerstone in the ski holiday market, catering specifically to families seeking tailored ski vacations.

In a strategic decision aimed at consolidating resources and enhancing the offerings of its sister brand Inghams, the group behind Esprit Ski has decided to phase out the brand. This decision reflects a response to the evolving market dynamics and operational challenges that Esprit has encountered in recent years. The group intends to channel its efforts into bolstering Inghams, recognized for its diverse holiday options, extensive selection of resorts, accommodation types, and unwavering commitment to service excellence.

The company’s announcement

“We’d like to share an important update with you about the future of Esprit Ski. We’re proud to have spent 41 years helping families make lifelong memories and introducing many children to the joy of skiing along the way.

Regretfully we’ve made the extremely difficult decision to make the 2023/24 season Esprit’s last winter. Moving forward, we will place all our focus, and our passion for skiing, into our sister brand Inghams Ski.

If you’ve got a holiday booked with us this winter, rest assured that our Esprit family ski holidays are still operating as normal this season, and you’ll still experience the service from us that you know and love. And if you’re thinking about heading to the mountains this winter, there’s still time to travel with Esprit one last time.

We wanted to say how much we’ve really valued the support you’ve shown us over the years and we understand you may be disappointed to hear this news and have some questions.

If you’d like to discuss anything, please reach out to our team via our DMs. We do expect a high volume of calls and emails this week, so we thank you in advance for your patience.

We hope you’ll join us in celebrating Esprit and making our last season the best one yet.”

Hotelplan UK, the parent company, is actively consulting with the affected team members to manage the transition smoothly.

Joe Ponte, Chief Executive of Hotelplan UK, emphasized the strategic nature of this decision, highlighting the group’s dedication to investing in the sustained growth and success of its remaining brands. He acknowledged the thorough review of Esprit’s performance leading up to this decision, reinforcing the group’s commitment to its strategic direction and the future of its brands.

Customers with bookings for the current season can rest assured their holidays will proceed as scheduled. While Esprit’s cherished chalets and hotels will be available through Inghams in the following winter, the signature Esprit childcare options will no longer be offered.

John Mansell, Esprit and Inghams Ski Managing Director, expressed the difficulty in bidding farewell to Esprit but affirmed the decision’s alignment with the group’s strategic focus on Inghams. He praised the significant impact Esprit has had over its 41-year history, introducing countless families and children to skiing. Mansell extended his gratitude to the Esprit team for their dedication and passion and invited customers, travel agents, and partners to celebrate Esprit’s final season and its enduring legacy.

Esprit Ski’s closure symbolizes a significant shift in the ski holiday market landscape, underscoring the industry’s need to adapt to changing consumer preferences and operational challenges. As the company prepares for its final season, the legacy of Esprit Ski as a pioneer in family ski holidays will undoubtedly remain a fond memory for many within the travel and hospitality sector.

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor’s degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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