Our annual ski stats event held in collaboration with Welove2ski.com took place in London on the 22nd September 2017. An evening of champagne and canapes, it was as always, an ideal opportunity for professionals within the U.K. ski industry to catch up before the onset of winter and the “crazy season”.

The event marks the official release of a market trend report produced for the for the U.K. ski industry.The evening proved a resounding success, with a great turnout of familiar and well-known industry faces. All keen to discover what behaviour and booking patterns characterised 2016, in a hope to predict what looms in the season ahead. No doubts the goody bag filled with an abundance of delights including a Fish & Pips Chalet Cook Book, Albus & Flora lip balms, mini Hendrix Gin and Canadian Whisky and even some yummy homemade chocolates from Silver Swan Recruitment.

SKI INDUSTRY TRENDS 2017

So what can market trends for last season forecast for Winter 2017?  The hot topic last season was Brexit. However, this seems to have had little immediate impact on the decision for holidaymakers to hit the slopes. In fact, snowfall was reported as the factor to have the greatest overall impact on ski holiday bookings in Winter 2016/17; negatively impacting 60% of bookings. On a brighter note, this doesn’t appear to have curbed how much people are spending; with 52% of operators and agents reporting an increase in overall spend in contrast to that of last season.

Whilst the Brexit fog gloom might have dissipated, the political issue hanging overhead like a dark cloud this season is how the EU Referendum result will impact winter bookings for 2017/18. Thus far, findings reflect an overall state of ambivalence. Only 2% of agents indicated the EU Referendum as having a positive influence on bookings, with 48% reporting no change and an overwhelming 50% noting the result has had a negative impact.

Travel Infographic- Impact of EU referendum on ski holiday bookings

BOOKING PATTERNS & CLIENT PROFILE

Politics aside, of those booking winter holidays in the Alps, who is booking what and when? It is no surprise to find 42% of bookings are made between September to December. A 52% majority of party leaders are men and 41 % female, with the responsibility of only 7% of bookings left to a PA. As with last season, Val d’Isere followed by Meribel came in as the top ski resorts of choice in France.  Verbier was a lead favourite in Switzerland,  with Zermatt gaining ground this year as a very close second.

 

Travel Inforgraphic- Ski Stats 2017- Top Ski Resort- France - Switzerland

SPECIAL ACKNOWLEDGEMENTS

Capitalising on the large crowd of tour operators, agents, suppliers and press gathered under the same roof, we hosted a door raffle to once again raise money for our designated charity – Supporting Wounded Veterans (formerly known as ‘Skiing with Heroes’).  Many thanks must be extended to Perrier Jouet, and to our friends at Snowflake Luxury Gelato for the prize donations, of which included, s Billionaire Softserve – said to be the world’s most expensive ice-cream. In addition, a big thank you must also be extended to Alepine craft beer for arriving with a whole lot mountain spirit and a supply of our favourite beer. Also to Albus & Flora, for sponsoring the evening and generously donating their much-loved lip balms (a ‘must have’ winter accessory). Saving the very best for last, 2017 went down as the best Ski Stat Event to date with the lovely Clare Meaney in attendance. Everyone who knows Clare will be both aware of her difficult few years and of her fabulous spirit and brilliant smile that is missed by many within the ski industry.

With all thank you’s said and done, good luck for the season ahead and don’t forget to do a little snow dance as we are all hoping that plenty will fall steadily across the Alps.

Free to download: 2017 Ski Stats report click here>>

Free to download: 2017 Ski Stats infographics click here>>

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