Green Shoots of Recovery for the Ski Industry as New Company Ice and Fire opens

Online, September 22, 2010 (Newswire.com) - 22nd September 2010

After two difficult years for the ski industry, the first green shoots of recovery are beginning to appear in the Tarentaise valley of France with the opening of Ice and Fire Ski and Snowboard Holidays.

Director, Heather Morison says "The last two years have been among the most challenging that the ski industry has seen for a long time, but the closure of a number of larger operators such as Descent have opened up the market considerably for smaller companies and that is going to make for an exciting year ahead."

The Crystal 2010 ski industry figures reported a 10% reduction in tour operator sales during the 2009-10 winter season. This largely reflected a planned reduction in beds by the biggest operators in the industry in order to match supply to demand. "This significant reduction in properties by the larger tour operators has enabled many smaller niche or family companies to take on chalets which they would have been excluded from in the past" comments Ice and Fire director Heather Morison. "Two years ago it simply wouldn't have been possible to take on a 24 bed ski-in ski-out chalet with a sauna as we have done".

So, how are these changes likely to affect consumers? Long term the changes in the industry are likely to be positive, offering consumers more freedom of choice and a more personalised service from a selection of smaller operators. In the short term however, we are likely to see a shortage of peak season beds for the forthcoming season as market capacity remains tight, something which consumers seem to be well aware of. Ice and Fire director Heather Morison comments "Despite being a new company we have already received more early booking interest than we expected, with nearly 10% of our available capacity already sold".

ABOUT ICE AND FIRE SKI AND SNOWBOARD HOLIDAYS
Ice and Fire Ski and Snowboard Holidays (www.ice-fire.co.uk) was incorporated on the 16th March 2010 and offers catered ski and snowboarding holidays in Les Coches. Ice and Fire believe that simplicity is the key to a great ski holiday. We offer a well-appointed chalet in the snow-sure Paradiski resort, combined with innovative cuisine, personally selected wines and discreet service.

Ice and Fire Ski and Snowboard holidays is owned and managed by Heather Morison who has over six years of experience in the ski chalet industry in a number of roles. Her most recent position was as General Manager of Premiere Neige Limited. In her free time she enjoys walking, sailing and of course, skiing.

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