New ATOL Passenger Numbers Confirm Heidi As UK’s Second-Largest Ski Holiday Operator,

According to the newly released Civil Aviation Authority (CAA) ATOL holders report, Heidi is now the UK’s second-largest ski holiday operator by passenger numbers - and ranks among the top 30 ATOL licence holders overall.

ATOL (Air Travel Organisers’ Licensing) is the UK’s financial protection scheme for flight-inclusive package holidays. Under Heidi’s newly renewed ATOL licence for the 2025/26 period, the Bristol-based ski holiday operator is authorised to carry 70,196 passengers - the second-largest total in the UK ski holiday market for the winter period.

This milestone marks another significant step in Heidi’s exponential growth since launching in 2018, reflecting strong consumer confidence in its innovative, customisable approach to ski travel.

From start-up to second-largest ski holiday operator

Founded by brothers Marcus and Alexander Blunt in 2018, Heidi began as a two-person start-up with a mission to make ski travel simpler, more flexible, and more accessible. Frustrated by the existing lack of options between rigid Saturday-to-Saturday tour operator packages or the time-consuming faff of DIY planning, the Blunts set out to create an unprecedented middle ground - combining full customisation with the convenience and security of an ATOL-protected package.

Heidi’s proprietary travel tech has since reshaped the ski holiday market, and driven an industry-wide shift towards shorter, more flexible trips. Its own bookings for 2-5 night ski breaks have risen by 58% year-on-year.

Heidi’s market share has more than doubled between 22/23 and 2025, and revenue has soared from £8.8 million (2022) to £58 million (2025). More than 52,000 passengers travelled with Heidi in the 2024/2025 season, and the company holds an 'Excellent' Trustpilot rating from over 3,900 reviews.

Heidi ranked 28th in the 2025 FEBE 100 list of the UK’s fastest-growing founder-led companies, and is currently in the running as a finalist for Best Travel Company for Ski/Winter Sports Holidays in the 2025 British Travel Awards.

Shaping a new era of flexible, customisable ski travel

Unlike ski holiday operators selling pre-built packages with block-booked flights and accommodation, Heidi dynamically builds tailor-made ski holidays in real time. Tailored to each customer’s own search criteria, its proprietary tech instantly combines flights, accommodation and transfers across 350+ ski resorts, with the option to add on extras like lift passes, ski hire and lessons - all in one place.

Travellers can customise their trip length (between 2-14 nights), fly from 20+ UK airports, and filter by budget, group type, ability level, and even current snow conditions via Heidi’s “Snow Score” feature. The result is a seamless, transparent experience - as easy as booking a city break. Plus, all Heidi holidays come with a price-match guarantee.

Marcus Blunt, Co-founder of Heidi, comments: “From starting Heidi with just two employees in 2018 to becoming the UK’s second-largest ski holiday operator is a milestone we are very excited about. It reflects the trust our customers place in us - knowing their holiday is fully ATOL-protected, while also benefiting from flexibility, customisation, great value, and a seamless digital booking experience. Our mission has always been to make ski travel easier and more accessible, and we’ll continue to improve how we help people find their freedom in the mountains.”