Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Volume forecast of snowsports holidays, 2006-16
- Figure 2: Value forecast of snowsports holidays, 2006-16
- Signs of pick-up after heavy fall
- Package share increasing
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- Figure 3: Snowsports holiday market, by independent and tour operator volume, 2005/06-2010/11
- France leads but Austria gains ground
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- Figure 4: Snowsports holidays, destinations visited, 2010/11
- Club hotel trend
- Weekend ski in decline
- Train travel doubles but remains a small niche
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- Figure 5: Mode of travel for snowsport holidays, 2010/11
- Market factors
- Overseas travel flat
- Winter of discontent
- Indoor snow
- Bulgaria cheapest for ski
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- Figure 6: Post Office Ski Resort Report, 2011/12
- Demographic boost
- Companies, brands and innovation
- Challenge to TUI
- Other key players
- Ski-inclusive
- Lifestyle concept
- App re ski
- Snow festivals
- The consumer
- Even split
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- Figure 7: Skiing holidays, past experience and future intentions, February 2012
- Satisfied skiers
- Strong AB/youth bias
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- Figure 8: Snowboarding holidays, past experience and future intentions, February 2012
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- Figure 9: Snowsports holiday behaviour, February 2012
- Snowsports diversification
- Aesthetics beats athletics
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- Figure 10: Attitudes towards snowsports holidays, February 2012
- Social ski
- Half prefer to relax
- Age concern
- Dry run
- What we think
Issues in the Market
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- How can snowsports holidays be ‘mainstreamed’?
- Can snowsports attract a broader popular demographic?
- Half of consumers say they prefer to go on a more relaxing holiday. How can snowsports operators respond to this?
- What is the future role of the tour operator/agent?
- Should operators develop more flexible duration packages?
Future Opportunities
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- Trend: Sense Of the Intense
- Trend: Many Mes
Internal Market Environment
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- Key points
- Flat is the new growth
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- Figure 11: Domestic vs overseas holidays, by volume, 2006-11
- Overseas spend drops
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- Figure 12: Domestic vs overseas holidays, expenditure, 2006-11
- Figure 13: Average spend per trip, domestic vs overseas holidays, 2006-11
- Winter woes
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- Figure 14: Overseas holidays, seasonality, 2006-11
- The multiple holidaymakers
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- Figure 15: Percentage of people who have taken a holiday or short break in the last 12 months, 2009-11
- Figure 16: Total number of trips in last 12 months, 2010 and 2011
- Snowsports participation declining
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- Figure 17: Participation in selected sports/activities in the last 12 months, 2006-11
- Snowcation
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- Figure 18: Number of skier days at Scotland’s ski resorts, 2005/06-2010/11
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- Figure 19: Market share of Scotland’s ski resorts, 2005/06-2010/11
- Indoor snow
- Climate threat
- Snow holiday costs
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- Figure 20: Post Office Ski Resort Report, 2011/12
- ABTA safety campaign
Broader Market Environment
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- Key points
- Economy double dips
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- Figure 21: GDP quarterly percentage change, Q1 2004-Q1 2012
- Figure 22: UK Consumer Confidence Index, May 2011-April 2012
- AB growth good for ski
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- Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
- Growth of 25-34s offers further boost
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- Figure 24: Trends in the age structure of the UK population, by gender, 2006-16
- Pound rallies against euro
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- Figure 25: Annual average exchange rates for Sterling against other currencies, 2007-12
Competitive Context
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- Key points
- Market share dips slightly
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- Figure 26: Snowsports holidays as a percentage of overseas holidays, 2006-11
- Figure 27: Types of holidays/short breaks taken in the last 12 months, 2009-11
Who’s Innovating?
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- Key points
- Snow Gurus
- Green snow
- Dynamic packaging ski
- Ski alternatives
- Adventure film-making
- Taking the piste
- Skiplex
- Snow geeks
Market Size and Forecast
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- Key points
- Market shows slight pick-up
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- Figure 28: Volume and value of snowsports at current prices, 2006-16
- Forecast
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- Figure 29: Volume forecast of snowsports holidays, 2006-16
- Figure 30: Value forecast of snowsports holidays, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Package share rising
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- Figure 31: Snowsports holiday market, by independent and tour operator volume, 2005/06-2010/11
- France leads but Austria gains ground
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- Figure 32: Snowsports holidays, destinations visited, 2005/06-2010/11
- Male gender bias grows
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- Figure 33: Snowsports holidays breakdown, by gender, 2005/06-2010/11
- 80% ski/20% other activities
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- Figure 34: Snowsports holidays breakdown, by discipline, 2005/06-2010/11
- Club hotel growth
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- Figure 35: Snowsports holidays breakdown, by accommodation, 2005/06-2010/11
- Weekend breaks fall
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- Figure 36: Snowsports holidays breakdown, by length of holiday, 2005/06-2010/11
- Fly-ski still dominates
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- Figure 37: Mode of travel for snowsport holidays, 2005/06-2010/11
- Figure 38: Number of passengers carried by Eurostar during winter seasons, 2005/06-2010/11
Market Share
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- Key points
- Challenge to TUI
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- Figure 39: Tour operator sales, 2006/07-2010/11
Companies and Products
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- Major players
- Crystal Ski
- Inghams
- Neilson
- Skiworld
- Thomson Ski
- Specialist operators
- Erna Low
- Igluski
- Peak Retreats
- Ski Club of Great Britain
- Ski Independence
- Ski Safari
- Snowbombing (the festival)
Channels to Market
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- Key points
- Human contact remains key
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- Figure 40: Mode in which snowsports holidays are purchased, 2005/06-2010/11
Skiing Holidays Experience and Intentions
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- Key points
- Split population
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- Figure 41: Skiing holidays, past experience and future intentions, February 2012
- Middle class occupation
- Interest declines with age
Snowboarding Holidays Experience and Intentions
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- Key points
- Boarding has bigger male bias
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- Figure 42: Snowboarding holidays, past experience and future intentions, February 2012
Snowsports Holiday Destinations
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- Key points
- Four in ten have been to France
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- Figure 43: Snowsports destinations visited, February 2012
- Boarders likely to holiday in Britain
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- Figure 44: Snowsports destinations visited, by snowboarding holidays, past experience and future intentions, February 2012
Snowsports Holiday Booking
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- Key points
- First-time package bookers
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- Figure 45: Travel arrangements for last snowsports holiday, February 2012
- Short break boarders
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- Figure 46: Duration of last snowsports holiday, February 2012
Snowsports Holiday Behaviour
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- Key points
- One in ten go off-piste
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- Figure 47: Snowsports holiday behaviour, February 2012
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- Figure 48: Snowsports holiday behaviour, by past experience, February 2012
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- Figure 49: Snowsports holiday behaviour, by snowsports destinations visited, February 2012
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- Figure 50: Snowsports holiday behaviour, by other travel arrangements for last snowsports holiday, February 2012
Snowsports Holiday Attitudes
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- Key points
- Beauty appeal
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- Figure 51: Attitudes towards snowsports holidays, February 2012
- Positive attitudes
- ‘Snowcial’ appeal
- Gone to the dogs
- All-inclusive ski
- Negative attitudes
- Chill-out preferred to big chill
- Cost concerns
- Too old, too cold
- Pre-holiday lessons
- Obstacles to ski: Pro-snowsports versus anti-snowsports
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- Figure 52: Key impediments to taking a snowsports holiday, February 2012
Targeting Opportunities
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- Key points
- Target groups
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- Figure 53: Snowsports holidays target groups, February 2012
- Pure As The Driven Snow
- Demographic profile
- Marketing message
- Snow Softies
- Demographic profile
- Marketing message
- Winter Wonderlanders
- Demographic profile
- Marketing message
- Cold As Snow
- Demographic profile
- Marketing message
Appendix – Market Size and Forecast
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- Figure 54: Forecasts for snowsports holidays volume, 2011-16
- Figure 55: Forecasts for snowsports holidays value, 2011-16
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Appendix – Skiing Holidays Experience and Intentions
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- Figure 56: skiing holidays, past experience and future intentions, by demographics, February 2012
- Figure 57: skiing holidays, past experience and future intentions, by demographics (continued), February 2012
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Appendix – Snowboarding Holidays Experience and Intentions
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- Figure 58: Skiing holidays, past experience and future intentions, by snowboarding holidays, past experience and future intentions, February 2012
- Figure 59: Skiing holidays, past experience and future intentions, by snowboarding holidays, past experience and future intentions (continued), February 2012
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- Figure 60: Snowboarding holidays, past experience and future intentions, by demographics, February 2012
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Appendix – Snowsports Holiday Destinations
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- Figure 61: Snowsports destinations visited, by skiing holidays, past experience and future intentions, February 2012
- Figure 62: Snowsports destinations visited, by snowboarding holidays, past experience and future intentions, February 2012
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- Figure 63: Snowsports destinations visited, by demographics, February 2012
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Appendix – Snowsports Holiday Booking
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- Figure 64: Travel arrangements for last snowsports holiday, by skiing holidays, past experience and future intentions, February 2012
- Figure 65: Travel arrangements for last snowsports holiday, by snowboarding holidays, past experience and future intentions, February 2012
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- Figure 66: Travel arrangements for last snowsports holiday, by snowsports destinations visited, February 2012
- Figure 67: Duration of last snowsports holiday, by skiing holidays, past experience and future intentions, February 2012
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- Figure 68: Duration of last snowsports holiday, by snowboarding holidays, past experience and future intentions, February 2012
- Figure 69: Duration of last snowsports holiday, by snowsports destinations visited, February 2012
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- Figure 70: Duration of last snowsports holiday, by travel arrangements for last snowsports holiday, February 2012
- Figure 71: Travel arrangements for last snowsports holiday, by demographics, February 2012
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- Figure 72: Duration of last snowsports holiday, by demographics, February 2012
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Appendix – Snowsports Holiday Behaviour
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- Figure 73: Snowsports holiday behaviour, by skiing holidays, past experience and future intentions, February 2012
- Figure 74: Snowsports holiday behaviour, by snowboarding holidays, past experience and future intentions, February 2012
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- Figure 75: Snowsports holiday behaviour, by snowsports destinations visited, February 2012
- Figure 76: Snowsports holiday behaviour, by travel arrangements for last snowsports holiday, February 2012
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- Figure 77: Snowsports holiday behaviour, by duration of last snowsports holiday, February 2012
- Figure 78: Snowsports holiday behaviour, by demographics, February 2012
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Appendix – Snowsports Holiday Attitudes
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- Figure 79: Attitudes towards snowsports holidays, by skiing holidays, past experience and future intentions, February 2012
- Figure 80: Attitudes towards snowsports holidays, by skiing holidays, past experience and future intentions (continued), February 2012
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- Figure 81: Attitudes towards snowsports holidays, by snowboarding holidays, past experience and future intentions, February 2012
- Figure 82: Attitudes towards snowsports holidays, by snowsports destinations visited, February 2012
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- Figure 83: Attitudes towards snowsports holidays, by travel arrangements for last snowsports holiday, February 2012
- Figure 84: Attitudes towards snowsports holidays, by duration of last snowsports holiday, February 2012
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- Figure 85: Attitudes towards snowsports holidays, by snowsports holiday behaviour, February 2012
- Figure 86: Most popular attitudes towards snowsports holidays, by demographics, February 2012
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- Figure 87: Next most popular attitudes towards snowsports holidays, by demographics, February 2012
- Figure 88: Other attitudes towards snowsports holidays, by demographics, February 2012
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Appendix – Targeting Opportunities
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- Figure 89: Skiing holidays, past experience and future intentions, by target groups, February 2012
- Figure 90: Snowboarding holidays, past experience and future intentions, by target groups, February 2012
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- Figure 91: Attitudes towards snowsports holidays, by target groups, February 2012
- Figure 92: Target groups, by demographics, February 2012
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