Maison Sport, a prominent player in the ski instructor industry, has seen a 50% year-on-year increase in bookings this winter with over €13 million (£11 million) in bookings this winter season, €50 million (over £42 million) total bookings and 150,000 customers using its services since launch.

This positive growth follows the news that two in five (43%) Brits have booked a winter sports holiday this season*, with Maison Sport securing £1.2 million in bookings for the week of February Half Term 2024 alone, highlighting the nation’s desire for a school holiday break with guaranteed snow.

Nick Robinson, Co-Founder and CEO of Maison Sport comments, “Our data shows that customers have favoured trips later in the season when compared to last year, with February Half Term showing a 100% bookings increase on last year, and a similar increase has been seen already for Easter. This is compared to New Year and Christmas, which saw bookings stay relatively flat year-on year.

“We believe this is down to the poor snow conditions that have hampered the start of the season for the last couple of years, particularly in the lower resorts.”

According to the company’s internal booking data, Avoriaz and Tignes have seen the largest amount of growth compared to last year, with both resorts seeing between a 50% and 75% increase in bookings. Courchevel and Val-d’Isère remain very popular resorts amongst skiers.

Robinson continues: “The increased popularity for Avoriaz and Tignes is likely due to the fact they are snow sure resorts and also offer a variety of holidays, with both high end and good value trips available at both destinations. This makes them attractive when the cost of living has been squeezing the disposable income of many skiers.

Since its inception in 1991, Maison Sport, along with its group partner, Supreme Ski School, has delivered a significant €50 million (just over £42 million) worth of ski lessons, marking the brand’s enduring commitment to excellence in winter sports experiences.

Robinson expressed gratitude for the company’s journey, saying, “Reaching 150,000 customers and €50 million in lessons delivered is a testament to the dedication and expertise of our instructors, the trust of our customers, and the enduring passion for skiing.

“It also shows our industry’s resilience post-Covid and during the ongoing increased cost of living and how winter sporting holidays are increasingly important when choosing an annual holiday.”