Norwich-based ski holiday company SkiYodl Ltd has ceased operations and entered voluntary liquidation, marking another casualty in a turbulent year for UK travel firms. The company, which launched in March 2018, sold ski trips to various European destinations, including self-catered chalets, apartments, hotels, ski hire, and airport transfers. Its closure means all holiday packages have been cancelled.
What happened to SkiYodl?
SkiYodl, founded by Oliver Dannatt and Simon Latarche, positioned itself as a mobile-led travel platform with a strong focus on the French Alps, offering deals on popular resorts like Méribel, Tignes, Avoriaz, and Val Thorens. The company previously touted itself as creating 'the largest online marketplace of hand-picked stays and experiences in the mountains.' On LinkedIn, it described itself as a 'collective of ski industry professionals driven to create a customer-centric booking experience with skiing at its core.'
The firm gained recognition in 2024 when it was ranked 44th in the Startups 100 index, an annual ranking of the UK's most innovative new businesses. However, despite its early success, the company faced challenges, including a pause in operations during the Omicron variant surge in late 2021. It rebounded in early 2022 when France reopened its borders, reportedly earning £500,000 in three months.
Liquidation details and customer impact
The winding-up order was announced on July 22, 2026, with Richard Cacho from RCM Advisory Limited appointed as liquidator. The reason for the closure has not been confirmed. ABTA, the UK's largest travel association, stated that it does not believe there were 'any current customer bookings for package holidays at the time of liquidation.' However, ABTA advised any customers who think they may be affected to contact them via email at claimsrequest@abta.co.uk with booking details.
For those with accommodation-only bookings, ABTA noted that these are not ABTA-protected. The association advised: 'Customers that paid by credit or debit card and had accommodation-only bookings will need to contact their card issuer for assistance with obtaining a refund.' Those who paid by other means, such as bank transfer, will need to register their claim with the liquidator, RCM Advisory Limited.
Background and fundraising
SkiYodl was founded by Oliver Dannatt, a former ski instructor to Sir Richard Branson, and son of Lord Richard Dannatt, a former head of the British Army, and Lady Philippa Dannatt, the Lord-Lieutenant of Norfolk. In 2021, the company launched a £750,000 fundraising round to finance expansion plans post-pandemic. Norfolk TV presenter Jake Humphrey also pledged support and committed to invest in the crowdfund.
The travel industry has seen a wave of collapses in 2026, with several UK companies entering administration. SkiYodl joins a list that includes firms that shut after 24 years, 23 years, and 55 years, leaving travellers in uncertainty. The trend highlights ongoing pressures on the sector, from economic volatility to changing consumer behaviour.
What affected customers should do
Customers who believe they are affected by SkiYodl's closure should first check if their booking was a package holiday, as these may be protected by ABTA. For accommodation-only bookings, they should contact their card issuer if they paid by card, or the liquidator if they used other payment methods. ABTA's email for claims is claimsrequest@abta.co.uk.
This closure serves as a reminder for travellers to check the financial protection of their bookings and to be aware of their rights when a travel company fails. The situation is developing, and further updates are expected as the liquidation process proceeds.
