Heidi, a fast-growing online tour operator specialising in flexible ski holidays, has raised £5.6m in a funding round led by Mercia Ventures with participation from Active Partners and private investors.

Heidi’s technology allows customers complete flexibility to create their own bespoke package. They can choose from over 6,000 accommodation options in over 400 resorts, select the date of departure and length of stay and sort by features such as quantity of snow or proximity to slope. Customers can also book group holidays that allow members to fly from different locations, and extras such as lift passes and ski hire.