Mercia Ventures, along with Active Partners, has invested £5.6 million in Heidi, a rapidly growing online ski holiday operator, recognized at the Insider South West Dealmakers Awards for its innovative approach to flexible travel solutions.

Target Company Overview

Heidi, an innovative online tour operator founded in 2018 by brothers Marcus and Alexander Blunt, specializes in flexible ski holiday packages. Recognizing a gap in the market where most competitors offered only Saturday departures, Heidi aimed to provide travelers with greater flexibility. The company's strategic approach has led to remarkable growth, with revenues quadrupling over the last two years. Currently, Heidi stands as the third-largest ski holiday operator in the UK, successfully transporting over 34,000 passengers in the most recent season.

The £5.6 million investment from Mercia Ventures, alongside contributions from Active Partners, positions Heidi to further develop its technology platform, enhance customer service capabilities, and create over 20 new employment opportunities in the near future.

Industry Overview in the UK

The UK travel industry, particularly the segment focused on ski holidays, has exhibited robust growth in recent years. The demand for personalized and flexible travel experiences has surged, prompting o