New Study of UK Ski Travel Industry Published
New Study of UK Ski Travel Industry Published
Published : 08-Nov-2012 10:34
Another snowsports participation study has been published, this time from the Ski Club of Great Britain.
The Club's annual 'Snowsports Analysis' had similar findings to the Crystal Ski industry report published in July – both reporting the rate of decline in sales of ski holidays had slowed to almost flat-lining.
Tour operators are currently reporting increased sales on this time last year so putting the two together we could hope for a return to growth after four seasons of decline that has seen somewhere between a quarter and a third less Brits now taking a ski holiday compared to the records levels reached the season before the economic crash. But no one is daring to suggest that.
The Ski Club's report confirms that the rate of decline in the snowsports market has slowed significantly and, despite the overall drop of 1.5%, some companies reported an increase in passengers for the 2011/12 season.
"Although we have seen a drop in the overall numbers of people skiing overseas, the snowsports market remains above one million and has shown resilience. A dedicated base of experienced skiers and snowboarders seem unwilling to forego their winter holiday," said a statement from the Ski Club.
Some key findings from the report include:
Austria has increased market share by 2%. This is the sixth season in a row that Austria has seen a rise and now holds 25% of the market compared to 18% in 2007.
"This year's growth in share was likely boosted by the impressive amount of snowfall and superb skiing conditions found in Austria, combined with consistently good value holidays," said the Ski Club.
France has pulled back 3% market share and remains the most popular destination with 41% of British skiers choosing to holiday there.
"This could have been due to booker's confidence in France's high altitude, snow sure resorts (following a poor 2010/11 season) and tour operators offering some exceptional value inclusive deals there," the Ski Club thinks.
Eurostar increased the number of services and subsequently their passenger figures grew by over 13% year-on-year (although, overall, the market share of people travelling by train to ski remained the same). Eurostar has also expanded their number of direct resorts to the Alps this year.
Sport England participated in compiling the study this year and it reported that the share of those skiing and those snowboarding differs quite considerably for those on holiday and those participating in snowsports within England on artificial slopes. According to Sport England's Active People Survey: 61% of people ski on artificial slopes and 39% snowboard. This compares to 81% skiing on holiday.
Snowboarding's relative popularity on English slopes could be due, in part, to the number of established skiers who were keen to try out the sport but prefer to spend their holidays skiing. The strong freestyle scene at English slopes also draws a dedicated crowd of skiers and snowboarders.
A full copy of The Snowsports Analysis 2012 can be downloaded at: www.skiclub.co.uk/skiclub/presscentre/snowsportsanalysis.aspx
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