UK ski holiday specialist Ski Yodl Ltd, trading simply as Yodl, has ceased operations after shareholders voted to wind up the business on 22 July. The move brought a swift end to a company that had built its name around mountain travel, and it has left customers scrambling to understand what comes next. Whilst the business (seemingly) had an ABTA connection, ABTA has stated that no bonded holidays were ongoing so customers with forward bookings would have to look to alternative means for refunds.
Richard Cacho of RCM Advisory Limited was appointed liquidator to oversee the process. Founded in Norwich in 2018, Ski Yodl had described itself as a group of ski industry professionals aiming to build a customer-focused booking platform centred on skiing, and it had claimed to run one of the largest online marketplaces for mountain stays and experiences. The company had also been recognised in the 2024 Startups 100 list of promising UK businesses.
Ski Yodl joins a growing list of UK travel firms to collapse in 2026, a reminder that even well-regarded startups aren't immune to industry headwinds. It remains apparent that tech start ups entering a personalised industry cannot rely on scraping content and white labelling alone. The British skier when interacting with intermediaries demands high levels of expertise, guidance, product knowledge, attention to detail and assistance when and if holidays don't go to plan.
Any clients requiring assistance with Ski Yodl refunds or alternative holiday arrangements are invited to contact Snowfinders managing Director, Nick Edwards (Tel: 01858 466888 or email nick@snowfinders.co.uk)
