Inghams, a leading tour operator, has experienced a resurgence in ski demand following a period of stagnation. This comes as the company adapts to post-pandemic and Brexit challenges, showing promising recovery signs.
The brand’s rebranding efforts in 2023 have been pivotal in reshaping its market position. With increased bookings, especially during the New Year week, Inghams is exceeding its projected targets, marking a significant turnaround.
In 2023, Inghams embarked on a comprehensive rebranding initiative, which included updating its logos, websites, and brand imagery. This strategic move has successfully repositioned Inghams in the competitive travel market. The rebranding not only aimed to refresh the brand’s image but also to attract a younger audience to its walking, lakes, and mountains programmes, fostering a broader customer base.
The ski market faced significant challenges due to Brexit and the pandemic, impacting demand and operations. Staffing became a critical issue, leading Inghams to scale back its chalet programme in favour of more four-star-plus hotels. This strategic shift addressed the operational hurdles while maintaining service quality. Despite last year’s toughness, the company adapted by focusing on sustainable service offerings, like diversifying accommodation options.
The current season has shown a surprising increase in demand for ski holidays, particularly during the New Year week. Managing Director John Mansell highlighted this period as one of the strongest, allowing Inghams to set a promising tone for the season. This positive trend supports the company’s strategic objectives and helps in capitalising on remaining opportunities early in the ski season.
The diversification strategy also responds to the evolving travel market, where consumer preferences continue to shift. By enhancing relationships with various agents, Inghams ensures its offerings are visible and accessible to a wider audience. This approach not only boosts sales but also strengthens brand loyalty across different consumer segments.
Inghams’ commitment to sustainability includes expanding its rail-accessible destinations, thus reducing carbon footprints. The new train routes to Morzine and Avoriaz demonstrate their dedication to providing eco-friendly travel options, which cater to environmentally conscious consumers. This strategic direction supports the growing demand for sustainable travel solutions.
Adapting to these behavioural changes, Inghams has tailored its offerings to meet evolving consumer expectations. By understanding market dynamics, the operator effectively balances customer preferences with business objectives, ensuring continued market relevance and competitiveness.
With new sustainable initiatives in place, Inghams is well-positioned to appeal to a more eco-conscious clientele. The operator’s dedication to sustainable development reflects its commitment to not only meeting current market demands but also preparing for future challenges.
Inghams’ strategic initiatives, including rebranding and adapting to market changes, have yielded a positive increase in ski demand. This success underscores the importance of innovation and sustainability in the travel industry.
By embracing new market trends and focusing on sustainable growth, Inghams is set to maintain its competitive edge, ensuring long-term success and customer satisfaction.
