Erna Low
Erna Low is a UK-based, privately held ski holiday tour operator founded in 1932, selling fully customisable package holidays across European resorts in France, Italy, Austria, Andorra, and Bulgaria via a direct-to-consumer website, phone, and live-chat model.
- Company typePrivate
- Founded1932
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Erna Low does
Erna Low is a UK-based, privately held ski holiday tour operator founded in 1932, making it one of the longest-established ski specialists in the British market. The company sells fully customisable ski holiday packages across European resorts in France, Italy, Austria, Andorra, and Bulgaria, covering accommodation (apartments, chalets, hotels, lodges), flights, self-drive options, transfers, equipment hire (via Skiset), ski lessons (via ESF), and lift passes. Customers can book accommodation first and add components later, with deposits starting at £99 and a price-match guarantee that promises to beat any competitor's price.
The business operates a direct-to-consumer model through its website (ernalow.co.uk), phone sales (0203 011 1222, Mon-Fri 8am-6pm and weekends 10am-4pm), live chat, and in-resort representatives. ATOL and ABTOT financial protection underpin consumer trust, and the company promotes 5-star Trustpilot ratings alongside a "9 out of 10 clients would recommend" claim. Underlying technology comprises an online booking platform with package customisation, a Carbon Footprint Calculator for sustainability comparison across travel modes, a 41+ post content blog, and an A-Z Ski Glossary. The current registered office is at Beech House, Gatley Road, Cheadle SK8 1PY, with a small management team led by Rebecca Dodson (Head of Sales) and Jane Bolton (Head of Product).
Erna Low generates revenue primarily through transaction fees and commissions on accommodation bookings, complete package holidays, and ancillary ski extras (ski passes, equipment rental, lessons, transfers, travel insurance). Customer segments are predominantly families and groups, with secondary segments in beginner/intermediate skiers and premium travelers seeking bespoke experiences. Marketing is conducted through SEO-optimised resort pages, content marketing (blog and glossary), Instagram, email newsletters, and Trustpilot-driven referral. No funding rounds, acquisitions, or institutional investors are disclosed; the company appears wholly owned by founders or private shareholders.
Erna Low firmographics
Firmographics- Name
- Erna Low
- Legal name
- Erna Low
- Website
- https://ernalow.co.uk
- Company type
- Private
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Erna Low is a UK-based, privately held ski holiday tour operator founded in 1932, selling fully customisable package holidays across European resorts in France, Italy, Austria, Andorra, and Bulgaria via a direct-to-consumer website, phone, and live-chat model.
- Ownership category
- akta.pro rank
Erna Low industry classification
Industry- Product category
- Ski Holiday Tour Operator
- NAICS
- Tour Operators (56152), Tour Operators (561520), Travel Agencies (561510)
- akta.pro primary industry
- Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK)
Keywords
Where Erna Low is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Erna Low business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Package Holidays: Fully customisable ski holiday packages including accommodation, flights, transfers, equipment hire, ski passes, and lessons. Customers can book components separately or as complete packages.
- Accommodation Bookings: Commission from ski-in/ski-out hotels, chalets, apartments, and lodges across European ski resorts in France, Italy, Austria, Andorra, and Bulgaria.
- Ski Extras: Ancillary revenue from ski passes, equipment rental, ski school lessons, transfers, and travel insurance add-ons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Budget to premium ski holiday packages |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Erna Low product offering
Product offeringCore offering
Erna Low sells fully customisable ski holiday packages to UK consumers travelling to European resorts in France, Italy, Austria, Andorra, and Bulgaria. Customers can book accommodation only or bundle flights, transfers, ski equipment hire, ski school lessons, and lift passes into a single package, with bookings secured from a £99 deposit and supported by ATOL/ABTOT financial protection and expert in-house advice.
Product overview
Erna Low operates as a ski holiday booking platform offering fully customisable ski holiday packages. The core product is Ski Holidays, which functions as a unified booking service combining accommodation (apartments, chalets, hotels), travel (flights, self-drive, transfers), equipment (ski hire in four tiers), ski lessons (via ESF partner schools), and lift passes. Additional services include a Carbon Footprint Calculator for sustainability tracking, a Ski Blog with resort guides and tips, and a Ski Glossary for terminology. All offerings are available à la carte or bundled into complete package holidays, positioning Erna Low as a one-stop shop for ski travel planning.
Differentiator
Problem solved
Functional benefit
Products and services
- Ski Holiday Packages Fully customisable ski holiday packages offering accommodation, flights, transfers, equipment hire, ski lessons, and lift passes as all-in-one booking solutions for UK consumers travelling to European ski resorts.
- Ski Accommodation Range of self-catering apartments, chalets, lodges, and hotels across European ski resorts in France, Italy, Austria, Andorra, and Bulgaria, bookable standalone or as part of a ski holiday package.
- Ski Flights Flight options bundled with or added to accommodation as part of ski holiday packages for travellers flying to European ski destinations.
- Self-Drive Ski Holidays Self-drive ski holiday packages including channel crossing options for budget-conscious UK travellers seeking flexible, independent travel to European ski resorts.
- Ski Transfers Transfer services including private, shared, and airport transfers with experienced chauffeurs operating from airports such as Geneva to European ski resorts.
- Ski Equipment Hire Ski and snowboard equipment rental available in four ability-based tiers (Eco for beginners, Evolution for improvers, Sensation for confident intermediates, Excellence for advanced skiers) for adults and children from age 3.
- Ski Lift Passes Lift passes for European ski resorts bookable as an add-on to accommodation or as part of a complete ski holiday package.
- Ski School Lessons Ski lessons booked via partner ski schools such as the École du Ski Français (ESF) in Valmorel, offering group and private instruction in multiple languages plus children's clubs and snowboard tuition.
- Carbon Footprint Calculator Travel sustainability tool that estimates per-passenger carbon emissions for different travel modes (flight, self-drive, ferry/LeShuttle) to ski destinations, helping customers compare environmental impact of their travel choices.
Quantifiable outcome
- 9 out of 10 clients would recommend Erna Low
- +1 more outcomes
Companies that use Erna Low
Customer profileSegments3 records
Ideal customer profiles3 records
Erna Low technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Erna Low partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
Erna Low competitors and assessment
Company assessmentDirect peers
- Powder Byrne: UK-based luxury ski holiday specialist offering bespoke packages, private transfers, and premium ski school arrangements to European resorts. Comparable high-touch customization model.
- Crystal Ski Holidays: One of the UK's largest ski holiday package operators offering fully bundled accommodation, flights, transfers, equipment, and lift passes to European resorts. Direct competitor with similar transaction-fee model and direct-to-consumer booking approach.
- Inghams: Long-established UK ski and alpine holiday tour operator (over 85 years heritage) offering packages to Austria, France, Italy, and Switzerland with similar one-stop-shop bundling of accommodation, flights, and ski extras.
- Skiworld: UK-based ski holiday package operator offering chalet, hotel, and apartment holidays with flights, transfers, and ski extras to European resorts. Closely mirrors Erna Low's customizable package approach and UK consumer base.
- Neilson: UK specialist in ski and beach activity holidays offering chalet and hotel packages with ski school, equipment, and lift passes bundled in. Comparable direct-to-consumer package model with similar European resort coverage.
- Ski Solutions: UK luxury ski holiday specialist offering high-end chalets, hotels, and bespoke packages to European and North American resorts. Comparable direct-to-consumer model with premium positioning and ATOL/ABTOT-style protection.
- Mark Warner: UK ski and beach holiday operator offering family-oriented package holidays with accommodation, flights, transfers, equipment hire, and ski school bundled in. Similar customizable package approach with primary UK consumer focus.
Broad incumbents
- Sunweb Group: Major European tour operator offering package ski holidays across multiple European countries with proprietary accommodation inventory and large marketing scale. Broader and larger competitor to Erna Low's UK-focused operation.
- TUI Group: Global travel and tourism conglomerate offering ski packages alongside beach holidays, cruises, and city breaks. Massive scale, broad inventory, and direct customer relationships pose competitive pressure on specialist ski operators like Erna Low.
- Booking.com: Global OTA offering accommodation, flights, car rental, and attractions across ski destinations. While not a packaged ski specialist, it competes with Erna Low on the accommodation and ancillary components, particularly for digitally-savvy self-packaging travelers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Erna Low social profiles
Digital presenceErna Low financial estimates
Financial estimateRevenue estimate
Valuation estimate
Erna Low leadership team
Management profileNumber of profiles
Profiles2 records
Erna Low funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Erna Low M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Erna Low
What does Erna Low do?
Erna Low sells fully customisable ski holiday packages to UK consumers travelling to European resorts in France, Italy, Austria, Andorra, and Bulgaria. Customers can book accommodation only or bundle flights, transfers, ski equipment hire, ski school lessons, and lift passes into a single package, with bookings secured from a £99 deposit and supported by ATOL/ABTOT financial protection and expert in-house advice.
Is Erna Low a public or private company?
Erna Low is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Erna Low founded?
Erna Low was founded in 1932. It employs 11 to 50 people.
Where is Erna Low based?
Erna Low is headquartered in London, United Kingdom, in the Europe region.
How does Erna Low make money?
Three revenue lines are on record. Package Holidays are the primary driver. The others are accommodation Bookings and ski Extras.
Who are Erna Low's main competitors?
Direct peers on record are Powder Byrne, Crystal Ski Holidays, Inghams, Skiworld, Neilson, Ski Solutions and Mark Warner. Broad incumbents are Sunweb Group, TUI Group and Booking.com.
Does Erna Low have an API?
No public API is recorded for Erna Low.
What industry is Erna Low in?
Erna Low's product category is Ski Holiday Tour Operator. Its primary akta.pro industry code is THAAAAAK, Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities). Its NAICS code is 56152.