Inghams parent to axe family brand Esprit after more than 40 years

Esprit Ski ditched
By Linsey McNeill
09/02/2024
Home » Inghams parent to axe family brand Esprit after more than 40 years

Inghams parent Hotelplan UK is to axe its 41-year-old family brand Esprit after this winter season.

The company said the decision would allow it to focus its resources on sister brand Inghams. 

The closing of Esprit is unrelated to the potential sale of Hotelplan UK by its Swiss owners Migros, it said.

Hotelplan UK added that while Esprit had faced ‘operational challenges’ in recent years, Inghams had ‘continued to thrive’.

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 holidays booked for the current season will go ahead as planned, and customers can still book last-minute holidays, the company said.

For winter 2024/25, many of Esprit’s chalets and hotels will be available to book through Inghams, but without the childcare for which Esprit was renowned.

Esprit and Inghams Ski Managing Director John Mansell added: “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.”

While the majority of the Espirt team also work on Inghams and sister brand Santa’s Lapland, the number of overseas seasonal roles needed next winter will reduce, and a small number of permanent positions within the teams responsible for the in-resort delivery of Esprit are impacted, added Hotelplan.

“Those team members have been notified, and the company is consulting with them on the proposed changes,” it said.

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