State of the Snowsports Market – Overview

12th November 2018

Category : News

LISTEX regularly polls a representative sample of snowsports consumer to gather their views on all aspects of researching and purchasing snowsports products including holidays, equipment and other services.

The report specifically compares and contrasts responses from the under 35 demographic versus the whole market, to gain some insight into how the market may evolve over the next decade.

The LISTEX 2018 ‘State of the Snowsports Market – UK’ report draws on consumer survey data (gathered in conjunction with online retailer Sport Pursuit) and an industry survey completed by attendees of the LISTEX Summer and Winter Exchanges 2018.

Inspiration, information and trust

Friends and families continue to be the most cited, and most trusted sources of information and inspiration for skiers when choosing a holiday. Social media continues to score very poorly, even amongst the under 35 demographics.

Important factors

Price, snow and ski area size continue to be the most important factors when choosing a ski holiday destination, but below these headliners there has been some shifts with accommodation and food quality making gains. Amongst the under 35’s resort altitude scores as less important and après-ski climbs the table, suggesting some shifts in priorities.

Accommodation choices

Catered chalets are the most popular choice with 4* hotels much more popular than 2*. Amongst the under 35’s self-catering and Airbnb score much more strongly, again a pointer to potentially significant changes ahead.

Booking times and triggers

The majority of the market book more than 3 months before departure, with 3-6 months the most popular lead time. Primarily this is being triggered by skiers want to secure their preferred option, rather than waiting for snow and late deals.

Booking preferences

Online is by far the most preferred option for booking (even more so amongst the under 35’s), and has increased its lead from last year. It’s also generally a positive experience for most skiers. Mobile apps remain the least preferred.

Tour operators

Tour operator bookings and independent bookings are roughly equal in terms of market size, thought the largest segment is those who book some elements with a tour operator and some independently. The under 35’s are more likely to book through a tour operator than the market average. When choosing a tour operator price and availability are the most important factor for skiers, but overall reputation also scores highly. For the under 35’s online reviews are very important.

Destinations

France leads the countries league table in terms of most visited, most likely to be visited this season and as the choice of ‘one country for ever’. Andorra is popular with the under 35’s, but scores far less well in the ‘one country forever’ ratings. Canada is the favoured dream destination for the overall market, but the under 35’s most want to ski Japan someday

Dates and durations

Pre-Christmas has become more popular since last year’s survey, and offpeak dates (outside of the school holidays) far outstrip peak weeks. Easter and post Easter are still struggling to attract interest from skiers despite last year’s excellent late conditions.

Days spent skiing

Around 25% of the market ski every day possible, including transfer days. Equally more than 25% take at least one day off skiing on a week’s holiday, and 15% more than 2. For the under 35’s’ over 40% take at least one day off skiing on a typical week’s holiday.

Spending

The most common level of spend on a week’s skiing is between £750 and £1000, with price remaining the number one factor for skiers when considering booking their holiday.

Snow

Skiers overwhelmingly want the same or more snow in 2018/19, yet almost half of the industry would prefer less snow. An operational challenge to be met in future years.