Heidi, a fast-growing online tour operator specialising in flexible ski holidays based in Bristol has raised over €6.6 million in a funding round led by Mercia Ventures with participation from Active Partners and private investors.
Heidi’s platform allows customers to create their own ski holiday packages. Users can choose from over 6,000 accommodation options across more than 400 resorts, select their departure date and length of stay, and sort options based on features like snow quantity or proximity to slopes. Heidi also accommodates group bookings where members can fly from different locations and add extras such as lift passes and ski hire.
The new funding will help enhance Heidi’s platform, expand customer service teams, and create over 20 new jobs within the next year. Based in Bristol, Heidi was founded in 2018 by brothers Marcus and Alexander Blunt, both experienced in the travel industry. They saw an opportunity for a more flexible ski holiday operator and launched the platform with initial funding from family and friends.
Heidi has seen significant growth, with revenue increasing from €10.2 million in April 2022 to €43 million in 2024. The company now employs 44 staff members and is the UK’s third-largest ski holiday operator, serving over 34,000 passengers last season. Heidi has an average rating of 4.8 out of 5 on Trustpilot.
As part of the deal, Mercia has introduced Sarah Doyle, who has held senior roles at a number of consumer brands, as Chair, along with Miles Hill and Michael Rivis – the former CEO and CTO of Sykes Cottages – as Non-executive Directors.
Marcus Blunt, CEO of Heidi, said: “The launch of Heidi was borne out of our own frustrations as keen skiers who wanted to get away to the slopes but at a time and date to suit our own schedules. Having launched the company with limited investment and built it to its current size, we are now all set to take it to the next level. Our aim is to more than double in size in the next few years and become one of the top two ski travel operators.”
Jan Oosthuizen from Mercia Ventures said: “Marcus and Alexander have built a great business with strong values and a fantastic culture. Heidi offers a unique proposition that appeals to both the package holiday customers, who can benefit from greater flexibility, and independent travellers who can book everything in one place. This investment will enable the team to pursue their ambitious growth plans and gain further market share.”
Billy Fox, Early-stage Investor at Active Partners, added: “With its unique approach to ski holiday bookings and in-house technology, Marcus and Alexander have found product-market fit in a large, poorly served market. Their impressive growth to date demonstrates Heidi’s ability to delight consumers with its truly flexible, best-in-class service and we’re excited to partner with them to reach many more mountain lovers in the UK and beyond.”
