Table of Contents
Executive Summary
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- The market
- Snowsports market finally bottoms out and enjoys minor growth in 2012/13
- Growth is expected to continue over the next five years…
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- Figure 1: Forecast volume of the UK snowsports market, 2007/08-2017/18
- Figure 2: Forecast value of the UK snowsports market, 2007/08-2017/18
- …but a range of factors will limit the rate of recovery
- Market factors
- The Pound has performed well against key currencies
- Poor snow conditions in Eastern Europe could harm reputation
- French ski host ban could see demand shift to other destinations
- Global warming poses a significant threat to low-elevation resorts
- Sochi Winter Olympics expected to boost interest
- Market share
- Crystal cements pole position after merger with First Choice
- Neilson acquisition should see the underperforming operator bounce back
- Parent company TUI has increased its market share to 41%
- Companies, brands and innovation
- Crystal circumvents ski host ban by partnering with Evolution ski school
- Club Med promises a 50% refund if half the pistes are closed
- Ski resorts offer cash incentives to airlines and border crossings
- Mountain Base offers to pay truancy fines
- Intrawest Passport lift pass offers free skiing to under-12s
- The consumer
- A quarter have taken a snowsports holiday in the past
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- Figure 3: Snowsports holiday experience, January 2014
- High demand for Switzerland contrasts with a low market share
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- Figure 4: Future snowsports destinations, January 2014
- First-timers are key, but low repeat business is a challenge for the industry
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- Figure 5: Last snowsports holiday behaviour, January 2014
- School and university trips are a key stepping stone for the industry
- Impact of French ski host ban will be limited
- Demand for warmth and relaxation provide a ceiling to future growth
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- Figure 6: Reasons for disinterest in snowsports holidays, January 2014
- Natural landscape appeal could drive sales among older demographics
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- Figure 7: Attitudes towards snowsports holidays, January 2014
- People recognise the need for insurance, but may be lacking sufficient cover
- What we think
Issues and Insights
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- How can operators improve loyalty and encourage repeat business?
- The facts
- The implications
- How can operators offset the impact of an ailing schools segment?
- The facts
- The implications
Trend Application
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- Trend: Nouveau Poor
- Trend: Collective Intelligence
- Mintel futures: Old Gold
Market Drivers
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- Key points
- The Pound has performed well against key currencies
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- Figure 8: Index of GBP performance against key snowsports destination currencies, January 2012-March 2014
- Emerging Balkan ski resorts offer significant savings
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- Figure 9: Top five most expensive and five cheapest European ski resorts, 2013
- North American resorts are far more expensive
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- Figure 10: Pricing survey of North American ski resorts, 2013
- Poor snow conditions in Eastern Europe could harm reputation
- French Ski host ban could see demand shift to other destinations
- Global warming poses a significant threat to low-elevation resorts
- Sochi Winter Olympics expected to boost interest
Who’s Innovating?
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- Key points
- Crystal circumvents ski host ban by partnering with Evolution ski school
- Club Med promises a 50% refund if half the pistes are closed
- Ski resorts offer cash incentives to airlines and border crossings
- Mountain Base offers to pay truancy fines
- Intrawest Passport lift pass offers free skiing to under-12s
Market Size and Forecast
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- Key points
- Snowsports market finally bottoms out and enjoys minor growth in 2012/13
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- Figure 11: Forecast volume and value of the UK snowsports market, 2007/08-2017/18
- Growth is expected to continue over the next five years…
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- Figure 12: Forecast volume of the UK snowsports market, 2007/08-2017/18
- …but a range of factors will limit the rate of recovery
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- Figure 13: Forecast value of the UK snowsports market, 2007/08-2017/18
- Forecast methodology
Segment Performance
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- Key points
- Tour operators have maintained market share throughout the recession
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- Figure 14: Market share of snowsports market, by holiday type, 2007/08-2012/13
- The schools market failed to enter recovery in 2012/13
- France continues to dominate the market with a 35% share
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- Figure 15: Market share of snowsports market by destination, by number of holidaymakers, 2012/13
- North American market could be boosted by no-frills, transatlantic airfares
- Scandinavia offers significant opportunities for expansion
- Eastern European and Balkan products will be a tough sell in 2014
Market Share
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- Key points
- Crystal cements pole position after merger with First Choice
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- Figure 16: Market share of operator sales by brand, by number of holidaymakers, 2012/13
- Neilson acquisition should see the underperforming operator bounce back
- Parent company, TUI, has increased its market share to 41%
Companies and Products
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- TUI Travel
- Crystal Ski
- Thomson Ski
- Hotelplan
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- Figure 17: Key financials for Hotelplan UK, 2011 and 2012
- Inghams
- Esprit
- Ski Total
- Neilson
- Skiworld
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- Figure 18: Key financials for Skiworld Limited, 2012 and 2013
- Ski Safari
The Consumer – Snowsports Holiday Experience
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- Key points
- A quarter have taken a snowsports holiday in the past
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- Figure 19: Snowsports holiday experience, January 2014
- Snowsports remain an exclusive market with high barriers to entry
The Consumer – Future Snowsports Destinations
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- Key points
- High demand for Switzerland contrasts with a low market share
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- Figure 20: Future snowsports destinations, January 2014
- Downward pressure on airfares could boost the North American market
- Interest in Eastern Europe is low, but cost savings could boost demand
- Interest in domestic trips is high, particularly among seasoned skiers
- Scandinavian market could enjoy boost from multi-activity demand
The Consumer – Last Snowsports Holiday Behaviour
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- Key points
- First-timers are key, but low repeat business is a challenge for the industry
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- Figure 21: Last snowsports holiday behaviour, January 2014
- School and university trips are a key stepping stone for the industry
- Ski host ban will only have a muted impact among seasoned skiers
- Young people are the most likely to have booked independently
- Off-peak opportunities
- Ski lessons key to boosting demand for packaged products
The Consumer – Reasons for Disinterest in Snowsports Holidays
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- Key points
- Demand for warmth and relaxation limit growth potential
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- Figure 22: Reasons for disinterest in snowsports holidays, January 2014
- Beginner packages not the only way to appeal to non-skiers/snowboarders
- Grey gold sales hindered by fitness and age concerns
- High costs are a barrier to entry
- Schumacher accident could have fuelled concern over safety
- Increase non-ski activities to boost perceptions of value for money
The Consumer – Attitudes towards Snowsports Holidays
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- Key points
- Natural landscape appeal could drive sales among older demographics
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- Figure 23: Attitudes towards snowsports holidays, January 2014
- Popularity of annual policies means may people lack sufficient cover
- Off-slope activities provide an opportunity to differentiate
- Significant demand for pre-season lessons in the UK
- Demands for guaranteed snow will harm growth in emerging destinations
Appendix – Market Size and Forecast
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- Figure 24: Forecast volume of the UK snowsports market, 2007/08-2017/18
- Figure 25: Forecast value of the UK snowsports market, 2007/08-2017/18
- Figure 26: Forecast value of the UK snowsports market at current prices, 2007/08-2017/18
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Appendix – The Consumer – Snowsports Holiday Experience
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- Figure 27: Snowsports holiday experience, January 2014
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- Figure 28: Snowsports holiday experience, by demographics, January 2014
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Appendix – The Consumer – Future Snowsports Destinations
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- Figure 29: Future snowsports destinations, January 2014
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- Figure 30: Future snowsports destinations, by demographics, January 2014
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- Figure 31: Future snowsports destinations, by demographics, January 2014 (continued)
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- Figure 32: Future snowsports destinations, by demographics, January 2014 (continued)
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- Figure 33: Future snowsports destinations, by snowsports holiday experience, January 2014
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- Figure 34: Future snowsports destinations, by future snowsports destinations, January 2014
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- Figure 35: Future snowsports destinations, by future snowsports destinations January 2014 (continued)
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Appendix – The Consumer – Last Snowsports Holiday Behaviour
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- Figure 36: Last snowsports holiday behaviour, January 2014
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- Figure 37: Last snowsports holiday behaviour, by demographics, January 2014
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- Figure 38: Last snowsports holiday behaviour, by demographics, January 2014 (continued)
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- Figure 39: Last snowsports holiday behaviour, by snowsports holiday experience, January 2014
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- Figure 40: Last snowsports holiday behaviour, by last snowsports holiday behaviour, January 2014
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Appendix – The Consumer – Reasons for Disinterest in Snowsports Holidays
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- Figure 41: Reasons for disinterest in snowsports holidays, January 2014
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- Figure 42: Reasons for disinterest in snowsports holidays, by demographics, January 2014
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- Figure 43: Reasons for disinterest in snowsports holidays, by demographics, January 2014 (continued)
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- Figure 44: Reasons for disinterest in snowsports holidays, by snowsports holiday experience, January 2014
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- Figure 45: Reasons for disinterest in snowsports holidays, by reasons for disinterest in snowsports holidays, January 2014
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- Figure 46: Reasons for disinterest in snowsports holidays, by reasons for disinterest in snowsports holidays, January 2014 (continued)
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Appendix – The Consumer – Attitudes towards Snowsports Holidays
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- Figure 47: Attitudes towards snowsports holidays, January 2014
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- Figure 48: Attitudes towards snowsports holidays, by demographics, January 2014
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- Figure 49: Attitudes towards snowsports holidays, by demographics, January 2014 (continued),
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- Figure 50: Attitudes towards snowsports holidays, by snowsports holiday experience, January 2014
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- Figure 51: Future snowsports destinations, by attitudes towards snowsports holidays, January 2014
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- Figure 52: Future snowsports destinations, by attitudes towards snowsports holidays, January 2014 (continued)
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- Figure 53: Attitudes towards snowsports holidays, by attitudes towards snowsports holidays, January 2014
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- Figure 54: Attitudes towards snowsports holidays, by attitudes towards snowsports holidays, January 2014 (continued)
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