Last Thursday Consensio hosted the annual Ski Stats event to mark the official release of the 2016 Ski Stats Report, produced in collaboration with WELOVE2SKI.com.
A turn out of the ski industry’s “who, who” came together in London to enjoy a relaxed evening of champagne and canapés. Gaining the first glimpse at the 2016 ski stats report, which reflects upon insights and trends prevalent in the activity of last season’s market.
The evening was not all business, with everyone enjoying a much needed catch up before the craziness of the new season sets in with ski holiday fever. Maximising the opportunity of having so many industry professionals under the same roof, a charity raffle was held in support of Skiing with Heroes. Our collective efforts on the night raised £450 towards the invaluable work of this charity in supporting the rehabilitation of ex-wounded soldiers. A warm thank you must be extended to those who generously donated prizes including: Winter National, Chelski, Sunborn London, O Ver, Spider PR, Boutique Chalet Company and Le Chardon.
Amid the uncertainty of BREXIT, the travel industry and specifically the ski market, has had to wait with baited breath as to how this dramatic economic change would impact bookings. As the industry enters its busiest period, there was a general consensus across the board that bookings are looking healthier than ever, with peak weeks already sold out.
The report depicts patterns in consumer behavior and expenditure, identifying various influencing factors such as destination, ski resort, transportation, time of year and snow fall.
A general summary of the report highlighted some interesting new peaks in the geographic spread of the consumer market. UK bookings held strong with a 55% market share. However, results indicated a 3% decline in the Russian market, whilst Australian bookings in France doubled to 10%.
Similar to the season before, the price was the most influential factor for client in booking a Ski holiday. Yet one obvious change was weighting placed on service in the booking decision making process; moving from sixth to fourth place. This further emphasizes that whilst clients may be looking for better deals, they still expect the high standards of service they have come accustomed to.
Travel by scheduled airline continues to be the preferred mode of transport, with fewer people travelling by private jet or helicopter. Interestingly, there was a noticeable increase in those opting to self-drive to the Alps.
Other noteworthy findings showed:
- Val d’Isere remains the resort of choice in France with over 30% of the market votes
- Verbier remains the most popular resort of choice in Switzerland, with Zermatt following a close second.
- Private Ski Guides continued to be the main source of expenditure in resorts
- There has been a noticeable increase in childcare expenditure offset by a decrease in expenditure on massages
- Snowfall has ‘No Impact’ on 46% of bookings which is a big increase on the 30% reported in the prior season.
To bring this years statistics to life, we’ve created a detailed infographic to help offing a visual overview of what’s been happening in the ski holiday market.