As a paid-up member of the middle class, I have always, arrogantly, considered skiing as something of birthright, along with National Trust membership and the occasional evening at the theatre.
But, having begun with full disclosure, I sadly now have to expose how the mighty have fallen.
Caught out recently in a discussion about the best ski schools for kids, I realised I have been having quite different holidays from the one per cent. Of course, I knew to namedrop a good independent operation – Evolution 2 perhaps, or Oxygene, both of whom I’ve had good experiences with.
No, no, no. Apparently, Reeds is a much better option for young chargers. Affiliated to the Surrey public school of the same name – which counts actor Tom Hardy among its alumni – its Ski Racing Academy is the place for aspiring Winter Olympians. I’ve been outclassed at my own game.
But what’s new? Luxury holidays have always existed and have always been slightly out of reach for most. That’s the appeal. Ogle at Chalet Coquelicot in Courchevel – at anything up to €280,000 per week, it is hard to imagine who could be comfortable there. Or set your cap at Les Fermes de Marie in Megeve – a classic haunt of the jet set. For £1,300 per night during the February half term and a minimum seven-night stay, they should have called it Les Fermes de Marie Antoinette. Royals or the super-rich need only apply.
What is new, however, is that the super-luxe market has grown in the last two years, despite the fact that ski holidays are more expensive than ever and the cost of living crisis is taking its toll on the average skier.