In the short term, the biggest fear of British ski tour operators following the Brexit vote is that reports of a plummeting pound, restricted travel and general uncertainty as to what's coming next will lead to people not booking ski holidays for the coming winter.
So the past few days has seen a move to re-assure skiers and boarders that prices have not risen as the pound has fallen, with an increasing number of companies announcing a 'price freeze' and "prices unchanged since before the Brexit vote" although in most cases there's the proviso that it's "or the time being" as tour operators wait to see what is going to happen too.
But some have pointed out that whilst the pound may have dropped a bit against the Euro and is at a 30 year low against the US dollar, it remains much healthier against the Euro than it was a few years ago, and unless there's a dramatic down turn the pound should buy as much or almost as much in resort this winter as it did last. After all the EU is hurting as much, or almost as much, as the UK as a result of the Brexit vote.
In the longer term there are concerns about what will happen with Britain formally leave the EU in terms of British workers working abroad – with chalet holidays seen to be under particular threat, and travel restrictions, but tour operators are keen to point out that those concerns are several years away and who knows where we'll be then.
"We have seen an increase in sales to Canada as their early booking offers are so good and France as usual is seeing big demand especially for Easter. For the time being, Erna Low prices are being kept the same as they were before the nation voted to leave the EU. We feel that we owe it to our clients remain calm and do as much as we can to encourage people to book!" said Jane Bolton, MD at Erna Low, the UK's oldest ski tour operator and one of the few established long before Britain joined the EU, in fact even before the EU itself was formed!
Inghams, one of the UK's biggest ski holiday operators, which also owns Total Ski and Ski Esprit, has frozen all their winter holiday prices, as well as committing to absorbing any currency, fuel or other cost increases and ruling out any surcharge once guests have booked.
"The price freeze should alleviate uncertainty for those who have already booked, and gives prospective customers the advantage of booking with a stronger pre-referendum rates of exchange to get the most out of their holiday" said Paul Carter, the company's Chief Operating Officer,
"We advise customers to book their holiday as soon as possible and add on any additional extras such as ski hire, tuition and ski passes to avoid future price rises caused by Brexit."