Europe’s Oldest Ski Holiday Company Celebrates 90 Years

UK ski holiday company, Erna Low, is celebrating 90 years in business this year by sharing a collection of images from its history. Including artwork over the years and photos taken on the slopes when ski lifts were horses!

Originally founded by Austrian Jewish business woman, Erna Low, who moved to England and wanted to earn money to fund her passion for skiing. She placed an advert in the Morning Post in 1932 and became a pioneer of the package holiday.

For the next 60 years, Erna Low combined her passion for skiing with helping people plan holidays. Until the mid 1950’s she would accompany each group on their trip, and when the introduction of charter flights increased travel costs, Erna advised her clients to travel in their ski clothes to save on baggage expenses.

Over the years she skied with royalty, politicians and actors. Making many friends and acquaintances, Erna also became Godmother to UK Sitcom ‘Only Fools and Horses’ actor, Roger Llloyd-Pack, whose mother was Erna’s secretary. She visited and built travel industry connections across Italy, Switzerland, Austria and France, and the company still works with many of the same resorts to this day.

Erna Low passed away in 2002 at the age of 92 and in 2019, Erna Low Ltd was acquired by the NUCO Travel group, which at the time had been in business for just seven years but quickly became a market leader in snow travel.

“I’ve been at Erna Low for half my lifetime so if you cut me in half I would have Erna Low written down the middle like you would with a stick of rock! I love the history of the company and the pioneering spirit of Miss Low herself is an inspiration to me” Jane Bolton, MD of Erna Low.

Erna Low, now headquartered in Manchester, UK, is one of five brands in the group, catering to students, families, friendship groups and festivals for thousands. In celebration of this milestone, the Erna Low brand plans to expand its offering in Austria, Italy, Switzerland, Bulgaria and Canada for Winter 22/23.