The ski market has continued to grow throughout the new millennium, profiting from a successful, contrasting activity-relaxation model that other exclusive sectors and packages are still trying to emulate. That snowsports remain a niche market is due to costs exceeding those of other holidays abroad by some margin although indications are that costs to the consumer are being held in spite of rising fuel costs and the weaker Pound in many ski countries.

This being said, the low-cost airline network has made traditional destinations more accessible and affordable than ever before, whilst opening up new territory in the East. Slower travel rail options offer a more comfortable, authentic and environmentally friendly experience yet skiers have been slow to embrace this option.

The fragile environment that ski holidays thrive in is under severe threat from development, global warming and increasingly unreliable snow coverage. Skiers will travel longer-haul for higher altitudes and parts of Europe will be forced to pursue a less hardcore soft adventure approach to court families and less ardent skiers and boarders. Across the holiday industry, consumers are increasingly seeking contrast and authenticity within their breaks. Mintel’s research reveals a burgeoning minority interest in these types of ski trips, incorporating soft adventure, city and sun and sea breaks into the itinerary.

The proportion of potential interested skiers remains fairly stagnant, but the advent of new dry slopes springing up across the UK offers an opportunity to quash lingering concerns about elitism and danger. However, the industry needs to become actively involved so that these slopes become inspirational nurseries for holidays rather than conduits that cause ‘skiing’ to join the ranks of bowling at the multiplex as merely a domestic retail park leisure activity.

Mintel has investigated whether ski holidays follow the same trends as the holiday sector as a whole and whether the move towards more independent travel, shorter breaks and off-the-beaten-track experiences is emerging.