Heidi.com has reported a 103% booking increase in ski holidays as Brits swap the inconsistent summer for snowy slopes.
As rain continues to fall this month, ski operator Heidi.com has seen an unlikely spike in ski holidays this season.
Seven-night ski holidays remain the most popular option, but five-night options have seen a 90% increase in bookings year-on-year.
Heidi.com's ski sales for France have nearly doubled, and remain the go-to ski option for Brits.
Bulgaria's uncharacteristically long ski season has seen it triple last year's bookings with an increase of 170%.
Marcus Blunt, Heidi co-founder said: "Last year Bulgaria was our fifth most popular country – now it has moved up to second in equal place with Austria and Andorra, which is quite a shift in popularity.
"Bulgaria is proving popular with those who want lower-cost holidays and offers travellers great skiing at a great value. The Bulgarians are very welcoming with good customer service."
A fifth of bookings are opting to spread payments over a longer period as the cost of living crisis takes effect.
Blunt continued: "Despite the economic climate, it's clear that customers are still keen to have a fantastic ski holiday this season, but many are finding smart ways to save money where they can.
"Guests can make substantial savings by going on a slightly shorter trip, not flying on Saturdays, and choosing great value or lesser-known destinations."
