Norwich-based travel platform SkiYodl Ltd has entered voluntary liquidation, leading to the immediate cancellation of all its holiday packages. The company, which specialized in ski trips to European destinations, ceased operations on July 22, after eight years in business. Richard Cacho from RCM Advisory Limited has been appointed as the liquidator.
SkiYodl’s Business Operations and Market Position
Launched in March 2018, SkiYodl aimed to simplify the booking process for ski holidays. The mobile-first platform offered a comprehensive range of services, including accommodation such as self-catered chalets, apartments, and hotels, alongside ski hire and airport transfers. While the company focused significantly on resorts in the French Alps, including popular destinations like Méribel, Tignes, Avoriaz, and Val Thorens, it also provided access to other European ski areas.
SkiYodl described itself as the “largest online marketplace of hand-picked stays and experiences in the mountains.” On professional networking platforms, the firm articulated its mission as being a “collective of ski industry professionals driven to create a customer-centric booking experience with skiing at its core.” In recognition of its innovative approach, SkiYodl was ranked 44th in the 2024 Startups 100 index, an annual list highlighting the UK’s most innovative new businesses.
Impact on Customers and Refund Procedures
The liquidation of SkiYodl has raised concerns for customers who had booked holidays. ABTA, the UK’s leading travel association, has issued guidance for affected individuals. Currently, ABTA has stated that they do not believe there were any active customer bookings for package holidays at the time of liquidation. However, they urge any customers who feel they may be impacted to contact them via email at claimsrequest@abta.co.uk, providing full details of their booking.
ABTA’s advice also extends to customers who booked accommodation-only, even though these bookings are not typically protected under ABTA regulations. For those who paid for accommodation-only trips using a credit or debit card, the recommendation is to contact their card issuer directly to seek assistance with obtaining a refund. Customers who made payments through other methods, such as bank transfers, will need to register their claim with the appointed liquidator, RCM Advisory Limited.
Company Background and Previous Challenges
SkiYodl was founded by Oliver Dannatt and Simon Latarche. Oliver Dannatt, son of Lord Richard Dannatt (former head of the British Army) and Lady Philippa Dannatt (Lord-Lieutenant of Norfolk), had a background as Sir Richard Branson’s former ski instructor. The company’s journey was marked by periods of growth and significant challenges.
In 2021, SkiYodl successfully raised £750,000 in a fundraising round intended to fuel its expansion plans following the pandemic. The initiative garnered support from notable figures, including Norfolk TV presenter Jake Humphrey, who publicly committed to investing in the crowdfund. However, the emergence of the Omicron variant of COVID-19 in late 2021 forced the company to temporarily pause its operations once again.
Despite this setback, SkiYodl demonstrated resilience. Following the reopening of borders in France in early 2022, the company reportedly experienced a strong recovery, achieving £500,000 in revenue within a three-month period. The exact reasons behind the company’s ultimate decision to enter liquidation have not yet been officially confirmed.
Broader Context of Travel Company Closures
The liquidation of SkiYodl occurs within a broader trend of travel companies facing financial difficulties. In 2026, several other UK-based travel firms have announced closures or entered administration, leading to the cancellation of numerous holiday packages. These closures have affected trips to various popular destinations, including Greece, Turkey, and Italy, leaving travellers facing uncertainty and potential financial losses.
The ongoing financial pressures on the travel industry highlight the vulnerability of businesses in this sector to external shocks, such as global health crises and economic downturns. The frequency of these closures underscores the importance for consumers to understand their booking protections and the procedures for seeking refunds in the event of a company’s insolvency.
Navigating Holiday Bookings Amidst Industry Instability
For consumers planning or currently holding travel bookings, it is advisable to remain vigilant and informed. Understanding the terms and conditions of bookings, particularly regarding financial protection and cancellation policies, is crucial. When booking package holidays, look for companies that are ATOL or ABTA protected, as these schemes offer financial security in case of supplier failure.
For non-package bookings, such as flights or accommodation booked separately, consumers should investigate alternative forms of protection. Paying by credit card often provides additional recourse through chargeback schemes, offering a layer of protection that other payment methods may not. In situations where a travel company enters liquidation, promptly registering claims with the appointed liquidator or contacting relevant consumer protection bodies, like ABTA or card issuers, is essential to maximize the chances of recovering funds.
The situation with SkiYodl serves as a reminder of the dynamic and sometimes precarious nature of the travel industry. While the company offered innovative services and achieved notable recognition, its closure emphasizes the need for robust consumer awareness and proactive financial planning when arranging travel.
