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25 Years Leading the Ski Industry

November 27, 2023  · 
25 Years Leading the Ski Industry

How has a quarter of a century of innovation changed the
luxury alpine experience?

Picture this: It’s 1998, and the world of luxury skiing is a world apart from what it is today. Skiing back then was an exclusive club, with a certain mystique attached to it. The glitz, the glamour, the adrenaline rush of downhill racing, and the serene beauty of the snow-covered mountains—all of this has been transformed in the past 25 years

Join us on a thrilling retrospective journey as we sit down with Rupert Longsdon to explore how the luxury ski industry has evolved into a dynamic, diverse, and entertaining experience like never before.

The Rise of Tech-Savvy Resorts

In the late ‘90s, luxury ski resorts were known for their opulent chalets, fine dining, and impeccable service. But, the biggest technological marvel you’d find on the slopes was probably a top-of-the-line ski lift. Fast forward to the present, and technology has seamlessly woven itself into the fabric of luxury skiing. Resorts now offer RFID lift passes for effortless access, real-time grooming updates on smartphone apps, and even AI-powered snowmaking systems to ensure pristine conditions

The Transformation of Apres-Ski 

Ah, apres-ski—once just a fancy term for post-ski drinks in a cozy lodge. Now, it’s a dynamic blend of live music, themed parties, and unique experiences. The après-ski scene has gone from fireside chats to fire dancers, from hot cocoa to craft cocktails, and from relaxed lounging to exhilarating DJ sets. Today, luxury ski resorts are not just about the daytime adventure but also the vibrant nightlife that keeps guests entertained until the wee hours of the morning.

Sustainability Takes Centre Stage

Back in the day, environmental concerns weren’t as high on the priority list.

However, in the last two decades, there’s been a monumental shift. They are investing in renewable energy sources, implementing stringent waste management systems, and collaborating with conservation organizations to protect the pristine mountain environments. Sustainability isn’t just a buzzword; it’s a way of life in the modern luxury ski industry.

The Emergence of Wellness and Spa Retreats

Luxury skiing is no longer just about conquering slopes; it’s also about finding inner balance and rejuvenation. In the past 25 years, spa resorts near ski destinations have thrived. These wellness retreats offer yoga sessions overlooking the mountains, heated outdoor pools, and world-class spa treatments. Guests can now enjoy the perfect blend of adventure and relaxation, making luxury ski trips a holistic experience for both body
and mind. 

Culinary Delights in Alpine Heights

Gone are the days when gourmet cuisine was a rarity in ski resorts. The culinary scene at luxury ski destinations has skyrocketed. Top chefs from around the world have set up shop in mountain villages, creating a fusion of international flavours with local ingredients. Dining at altitude has never been more exquisite, with farm-to-table concepts, wine cellars stocked with rare vintages, and multi-course tasting menus becoming the norm.

Customization and Personalization

Whether it’s tailored ski lessons, personalized wellness programs, or designing your own ski adventure, the modern luxury ski industry offers a range of options for travellers to create their dream getaway.

Accessibility and Inclusivity

Once perceived as an elitist sport, skiing has opened its doors to a broader audience. Luxury resorts have made skiing more accessible and inclusive, with adaptive programs for individuals with disabilities and family-friendly amenities. The focus has shifted from exclusivity to creating an environment where everyone can enjoy the thrill of the slopes.

Extreme Adventures and Heliskiing

For adrenaline junkies, the luxury ski industry has introduced extreme adventures that push the boundaries of what’s possible. Guests can now access remote, untouched terrain via helicopters, making powder skiing an exhilarating reality.

In the realm of ultimate luxury escapes, where the air is thin and the mountains are majestic, heli-skiing emerges as the pinnacle experience for those who seek unparalleled adventure entwined with opulence. The very essence of heli-skiing resonates with exclusivity, drawing in a passionate audience that breathes in the rarified air rarely accessible to others. Here, nestled amongst the pristine peaks, the most discerning travellers find a symphony of exhilaration and indulgence that echoes through every snowflake that touches the ground, adding to perfectly formed and unfathomably deep champagne powder.

The allure begins with the method of ascent itself. Swapping crowded lifts for the elegant embrace of a private helicopter, the journey to the untouched slopes becomes an experience in its own right. As the rotors whirr and the world below shrinks, a sense of anticipation builds—a thrilling overture to the main act that is about to unfold. These elite travellers, accustomed to life’s finest offerings, find themselves suspended between earth and sky, a fitting metaphor for the elevated experiences that await them.

Cultural Immersion and Local Experiences

Luxury ski trips aren’t just about the mountains; they’re also about immersing oneself in the local culture. Resorts have made an effort to connect guests with the communities around them. From indigenous art exhibitions to guided tours of historic towns, modern luxury skiing offers a rich tapestry of local experiences that complement the thrill of the slopes.

The luxury ski industry has evolved dramatically in the past 25 years, shedding its exclusivity in favour of inclusivity, embracing technology, and prioritizing sustainability. It has become a multifaceted experience that combines adventure, relaxation, culture, and cuisine in the most breathtaking settings. The journey from the ‘90s to the present has been nothing short of spectacular, and the future of luxury skiing promises even more thrilling adventures.

Property Transformation

The very best saved until last. It would of course be amiss of me to even think of concluding a round-up focussing on 25 years of change and not celebrate the most impressive change of all; property. Since our early days pioneering properties in Crans Montana, the innovation has been rampant and without rest. Each year we see properties coming onto the market which we can’t imagine being bettered, but then without fail something more spectacular opens its doors.

However, it is not just the top end which has seen these seismic shifts. Our self-catered portfolio is a revolution on what we would have seen just 5-10 years ago. Indulgent spas, Michelin-starred restaurants and every luxury amenity you could ask for - these are certainly not the hostels which are conjured in the mind from the 90’s for sure - we should all be so lucky to experience such luxury. From the heady heights of Courchevel to the boutique resorts of Austria, there has never been such a portfolio of options to meet the needs of almost every skier.

So, whether you’re a seasoned skier or a first-time visitor, there’s never been a better time to explore the world of luxury skiing. Get ready to hit the slopes and experience the ultimate winter wonderland, where tradition meets innovation, and every day is an unforgettable adventure.

Speak to our experts and let us plan a true experience tailored around you.
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What makes us different?


We have been designing and delivering luxury ski holidays for 25 years. Our experience in the industry is unparalleled. You can trust us to create the perfect trip for you and your family.


Our team live and breathe skiing and are passionate about the destinations we sell. We work with only the best chalet and hotel providers. All are regularly inspected to ensure our exacting standards are met.


Each Oxford Ski Company booking includes our complimentary pre-arrival concierge service. Your specialist will help arrange the all-important finer details that are part of planning the perfect ski holiday.


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