Essential Travel, part of Thomas Cook, is partnering with outdoor retailer Ellis Brigham and Headway, the head injury charity, to launch an insurance discount scheme for skiers.
The 15 percent discount for those ski and snowboarders saying they will to wear helmets is being billed as "an industry first." The policy launched today. EssentialTravel.co.uk is also offering a 10 per cent discount on helmets in store or online at Ellis Brigham to every customer who buys winter sports cover. Essential Travel said 75 percent of its customers would wear helmets if a discount was offered.
40 percent of Essential Travel’s ski and snowboard customers had said they would not wear a ski helmet.
Stuart Bensusan from Essential Travel said: “We’ve decided to take serious action and lead from the front by being the first insurance specialist to offer discounts to skiers and snowboarders willing to wear helmets.
“An alarmingly high percentage of people are still intent on not wearing helmets and the reality is they save lives.
“Our survey showed over 65 percent of those individuals in a ski related accident believed that wearing a helmet lessened the severity of their injuries. We are urging skiers to recognise the importance of wearing a helmet for protection and to start placing the same value on helmets for winter sports as they would for cycling.”
Peter McCabe, Chief Executive of Headway, said: “By offering reduced premiums, EssentialTravel.co.uk is providing an incentive to its customers to wear a helmet, but the ultimate incentive should be protecting your delicate brain from injury.”
Mark Brigham, founder of Ellis Brigham Mountain Sports said: “Helmets have become the norm on skiers large and small in recent year, they are now lighter, better ventilated and much more comfortable and we encourage their use.”