18.2% of those surveyed after the Use Your Head initiative launched said they wore helmets for the first time.
Paul Deadman from Neilson Holidays said: "We take slope safety seriously and we wholeheartedly support the Use Your Head campaign, particularly for kids. We include helmet hire in the rental price of children's equipment in virtually all of our resorts, and when they see heroes like Seth Morrison and Shaun White wearing a helmet it's hard to get them to take it off! Everyone, no matter what age or experience level, should wear a helmet when they take to the slopes."
Stuart Bensusan from Essential Travel said: "We welcome Neilson Holidays to Use Your Head as it goes from strength to strength in its second year. We were the first insurance specialist to offer discounts to skiers and snowboarders willing to wear helmets, but too many people are still intent on not wearing helmets and the reality is they save lives. Our initial survey showed over 65% of those in a ski related accident believed that wearing a helmet lessened the severity of their injuries. We continue to urge skiers and snowboarders to wear a helmet and to place the same value on helmets for winter sports as they would for cycling or rock climbing."
Customers are eligible to save 10%-25% discount on 2012 holidays simply by purchasing an Essential Travel Winter Sports insurance policy. Customers receive an email with a link to the Neilson Holidays' website (www.neilson.co.uk)
Notes to editors
Established in 2001, EssentialTravel.co.uk is one of the UK's leading online travel essentials companies. The core products offered include competitively priced, fully comprehensive travel insurance; airport car parking; airport lounge access; airport hotels; car hire; and car hire excess insurance.
Essential Travel is now part of Thomas Cook UK & Ireland.
For further information visit http://www.essentialtravel.co.uk or call 0845 803 5434 or call Cass Helstrip for any PR enquiries on 07968 255454