Living the high life

UNDER THE RADAR: Alan Moynihan, Highlife Ski Snowboard:WHEN ALAN Moynihan returned from London in 2002, he knew that he wanted to set up his own business - but selling high-end ski holidays in some of the world's top winter resorts never even crossed his mind.

"I'd worked in technology and new media with BT, Emap and even with the infamous internet start-up Boo.com which grew rapidly, then crashed and burned around the time of the dotbomb," says Moynihan (35).

"So I knew I wanted my first business to be something more tangible than the technology I was used to. But apart from that I hadn't a clue what it was going to be. I suppose I was looking around for an opportunity that would be sustainable . . ."

A few months later, he found one - completely by accident.

"I was chatting to a friend, Simon Egan, who had been organising occasional ski trips for groups of up to 50 people. We began brainstorming about how that idea could be developed. Simon brought his colleague David Hogan on board - and, believe it or not, that's seven years ago." The trio became Highlife Ski Snowboard, Moynihan became chief executive, and from a modest turnover of €300,000 in their first year, they've now built a specialist travel agency which handled 1,800 clients last year, with a turnover of around €3 million.

"Our growth during that time has been quite aggressive - but totally organic," says Moynihan.

"We haven't got involved in any partnerships. We've been very conscious of not over-stretching ourselves.

"Our personal approach to dealing with customers has been what differentiates us from the package end of the market - and that's something we've been very careful not to dilute."

The basic idea is simple. In its first year, Highlife hired a single luxury chalet, sleeping 18 guests, for the 15-week ski season from the third week of December to the end of March - and grew from there.

"At the lower end of the market, people who haven't been skiing before, and who are away for only a week, often don't really know what's going on. Sometimes - when they arrive in Andorra, for example - they don't even know what country they're in. So the holiday is almost over before they're orientated . . .

"We decided to deal with each individual customer before leaving Ireland, instead of dealing with a single contact for the group. That way we can make tailored travel arrangements, arrange lift passes in advance, and even discuss dietary requirements. Clients are met at the airport, shown around the resort and settled into ski lessons the following day.

"Each chalet has a cook who serves restaurant-quality food and wine, so clients are not wandering around the resort at night looking for a decent place to eat. They're not paying exorbitant prices for mediocre quality. The whole idea is that you can focus on the holiday, on spending time in a beautiful chalet in a world-class resort with a group of friends.

"It's totally hassle-free. Everyone comes home feeling they've had a refreshing holiday - not something that turned into a disaster because they tried to save €200."

It may be relaxing, but isn't it the sort of holiday taken by clients with no shortage of disposable income, clients who must now be in shorter supply than 12 months ago?

"Well, we started off dealing largely with groups in their 20s and 30s. That's since expanded to include families who really appreciate our help with the kids, and corporates who want to arrange holidays for sales teams or clients, perhaps.

"We've increased our numbers from 1,800 last year to 2,100 this season. And it seems to us that - even in the current climate - there are still people with enough disposable income to look for quality.

"On the other hand, I wouldn't envisage us trying to double our capacity in the short term. If we increase, it will be very marginal, definitely."