Tag: skiing

Easter ski bookings surge 76% as search interest hits five-year high

Fly from Edinburgh Airport for under £500pp

With the Easter school holidays falling two weeks earlier this year and recent heavy snowfall across the Alps, 2026 is shaping up to be a bumper year for Easter ski trips. Current Google Trends and booking data reveal a dramatic spike in demand.

The latest figures from Heidi, the UK’s second-largest ski holiday operator, show Easter ski bookings have jumped 76% year-on-year, which reflects a surge in online UK search interest. 

According to current Google Trends data (captured on 23 February 2026*), UK search interest for “easter skiing” is up 144% year-on-year,and has more than tripled for “spring skiing”, which is up 335%. Both terms have reached their highest level in five years, highlighting growing interest in late-season ski breaks:

Italy benefiting from Winter Olympics spotlight

Heidi also reports a shift in Easter destination trends this year, with Italian resorts gaining ground on French favourites – likely a halo effect from the Milan-Cortina 2026 Winter Olympics, which has showcased the Dolomites and other Italian ski areas to UK audiences.

Last Easter, Heidi’s top-selling resorts were largely French favourites, including Avoriaz, Flaine, Val Thorens, and La Plagne. This year, several Italian resorts – including Sauze d’Oulx, Sestriere, and Selva di Val Gardena – have moved into the top sellers list, alongside Kirchberg in Austria.

While classic high-altitude Alpine resorts have traditionally been the safest bet for late-season skiing, recent heavy snowfall has broadened the range of viable destinations, appealing to families and budget-conscious skiers.

Why Easter skiing is growing in popularity

Easter offers several advantages over the February half-term peak, making it ideal for families and beginners:

  • Quieter slopes and shorter lift queues
  • Longer daylight hours
  • Milder, sunnier weather
  • Better-value prices

Marcus Blunt, Co-founder at Heidi, comments: “With the Easter holidays falling earlier this year and exceptional recent snowfall across the Alps, we’re set for a strong spring ski season ahead.

“The surge in Easter bookings reflects this, and there’s increased demand for Italian resorts compared to last year – likely a halo effect from the Winter Olympics spotlight.” 

Top Easter family ski deals under £500pp

With five weeks left to book and Heidi’s late-season sale underway, there are great deals available, whether you’re after a full week or a short break:

Font-Romeu (Pyrenees), France – 7 nights – £390pp – Includes 7 nights’ self-catering at Résidence Pierre & Vacances Le Pédrou, return Edinburgh – Barcelona flights, and private airport transfers. Departing Monday 30 March 2026

Cortina d’Ampezzo, Italy – 5 nights – £469pp – Includes 3 nights’ B&B Hotel Alaska Cortina, return Edinburgh – Venice flights, and airport transfers. Departing Tues 31 March 2026

Flaine, France – 4 nights – £431pp – Includes 4 nights’ self-catering at Résidence Pierre & Vacances La Forêt, return Edinburgh – Geneva flights, and airport transfers. Departing Weds 8 April 2026

Seefeld, Austria – 4 nights – £490pp – Includes 4 nights’ self-catering at Apartment Torri di Seefeld,return Edinburgh – Munich/Innsbruck -Edinburgh flights, and airport transfers. Departing Weds 1 April 2026

La Plagne, France – 3 nights – £423pp – Includes 3 nights’ self-catering at Maeva Particuliers Residence Les Constellations, return Edinburgh – Geneva flights, and airport transfers. Departing Monday 30 March 2026

Edinburgh’s Maison Sport secures Future Fund investment

Game-changing ski instructor platform Maison Sport is among only a handful of travel businesses to secure finance from the UK Government’s Future Fund.

The trio behind the innovative tech start-up, which connects skiers and snowboarders with some of Europe’s best instructors, set out to apply for the funding support in May 2020, at the height of the pandemic, when the scheme launched.

With the travel sector hit hard by the impacts of Covid-19, Maison Sport felt the effects of closures at countless resorts across Europe and ski holidays cancelled for many.  The funding has given the tech start-up a much-needed financial boost, allowing the platform to continue to support independent instructors across Europe.

The Future Fund – developed by government and delivered by the British Business Bank – was established to support the UK’s innovative businesses affected by Covid-19. It was created for businesses unable to access other government business support programmes, due to being pre-revenue or pre-profit and typically reliant on equity investment. 

With a third-party investor willing to support the growth and ambitions of Maison Sport, the trio of founders were able to apply for the convertible loan which saw the government match their investor funds.

It is the latest success in Maison Sport’s fundraising drive to ensure the business survives and thrives through the pandemic.  

Over the past six months, the business has secured further funds from their existing advisory board members Kevin Byrne, Founder of Checkatrade.com and serial entrepreneur Lorenz Bogaert, as well as new investor, Gareth Williams, Co-Founder of Skyscanner. This will enable Maison Sport’s expansion into new markets globally and will help to grow their impressive international portfolio of instructors and customers.

Started by three former ski champions – brothers Nick and Olly Robinson and Aaron Tipping – Maison Sport has more than doubled the number of instructors in its marketplace throughout the pandemic. It is currently represented in more than 350 resorts, with over 1,200 qualified instructors across France, Switzerland, Italy and Austria.

The aim now is to expand into four new markets this year – Scotland, Norway, Sweden and Japan – with plans to move into Asia and South America next year.

Founder and CEO Nick Robinson says: “We’ve worked so hard to remain positive and ambitious over this past year or so. The Future Fund initiative has really given us a boost to move on to the next level.

“As the only platform dedicated to independent instructors, we’re really optimistic about the way Maison Sport is evolving and we’re looking forward to spreading our vision globally.”

Future Fund, delivered by the British Business Bank, has allowed companies to apply for a convertible loan with private investors at least matching the government investment. 

For more information visit www.maisonsport.com