New ski travel company envisions post-pandemic boom


Two British women based in the French Alps have started a new ski travel business and report business is already taking off as ski industry sales for next winter are widely reported to be in full swing boom.

With 29 years between them in the French Alps, Rush feelingThe founders of Nikki White and Lauren Spring are local specialists in Tignes and Val d’Isère.

Watching the ‘perfect storm’ of COVID-19 and Brexit ravage their home resort of Tignes, Lauren and Nikki saw the ski industry they had been a part of for decades come to a halt. Tour operators no longer had rights; British tourists could not travel due to border restrictions; neighborhood bars and restaurants have been forced to close; and the usual atmosphere of the winter resort was reduced to a “no man’s land”.

Selling directly on the UK market, but as a French travel agent, Rush feeling seeks to bypass many of the negative problems created for travel and tourism by Brexit.

Lauren, who had run a hotel for the previous 5 winters for a popular tour operator, played on the idea of ​​making the ski vacation sustainable for UK skiers. What if, she says, vacationers could use the same hassle-free all-inclusive service traditionally offered by tour operators, but with a package tailor-made for each customer?

Thus, Peak Feeling Ski was born, offering a free service to anyone booking a ski holiday.

Insider knowledge is essential for the couple, who offer tailor-made deals to UK holidaymakers through their extensive network of local contacts. Women use their contacts in the field to find the best deals on each element of the traditional vacation package.

‘The typical UK ski holiday market formula has worked seamlessly for generations as the UK is part of the European Union with a handful of tour operators using seasonal staff to run packages they would include everything and anything from flights to accommodation, transfers, babysitting, ski lessons, equipment hire and more, ”said Lauren, adding:“ With the challenges of running British businesses in France after Brexit, along with the complications of Covid to navigate, 2021 has already seen businesses struggle. Some operators have entered administration, and it is expected that others will follow. Peak Feeling overturned that model and relaunched a ski holiday business suitable for 2021 and beyond ”.

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