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UK: Hotelplan UK, the parent company of ski holiday package and tour operator brand Inghams, has revealed that it will “retire” its Esprit brand, which has existed for 41 years, at the end of this year’s winter season.
According to a company statement issued on Friday, Hotelplan UK will now instead “focus its resources and expertise into the continued success of sister brand Inghams”. It added that while Esprit had faced an increasing number of “operational challenges”, Inghams had continued to “thrive”.
Customers with existing bookings through Esprit will still be able to go ahead with their holidays, while customers seeking to reserve last-minute holidays for the winter season will be allowed to do so too.
Esprit customers planning to book for the 2024 / 25 season are advised to book through Inghams’ platform, which will list accommodations such as chalets and hotels that have been available on Esprit. On the other hand, childcare that was previously offered as part of Esprit holidays will be discontinued by Inghams.
Meanwhile, Hotelplan UK confirmed that the number of seasonal roles that were created for Esprit, Inghams or sister brand Santa’s Lapland will be reduced, and a “small” number of permanent positions within the teams responsible for the in-resort delivery of Esprit will also be affected.
The retirement of the Esprit brand at the end of this winter season is unrelated to the planned sale of Hotelplan UK and its travel businesses by Swiss supermarket chain Migros, according to the group’s statement.
Hotelplan UK CEO Joe Ponte said: “The UK business has been reviewing the performance of Esprit for some time, and this channelling of resources is part of our existing strategy and ongoing commitment to invest in the long-term future success of the other brands in the group.”
Esprit and Inghams Ski managing director John Mansell said: “It is incredibly hard to say goodbye to Esprit, but focusing our efforts so Inghams continues to thrive across its Ski, Lapland and Walking programmes is the right decision.
“Esprit has had a fantastic 41 years and we are so proud of all the families and children we have introduced to skiing. Esprit will always have a place in our hearts, and we would like to thank all our team for their hard work and passion over the years.
“We hope our customers, travel agents and partners will join us in celebrating this final season and the legacy that Esprit has created,” he added.
Hotelplan Group’s other brands include Inntravel and Explore.
