More Trees Killed For No Benefit To Humanity. Another Pointless Report - Skiing And Snowboarding - UK - May 2018

Table of Contents

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Ski and snowboard market estimated to be worth £2.7 billion
Figure 1: Estimated ski and snowboarding market size, 2015/16 – 2017/18
Winter holidays abroad boom slowing
Figure 2: Forecast of winter holidays abroad market volume, 2012/13-2022/23
Figure 3: Forecast of winter holidays abroad market value, 2012/13-2022/23
Companies and brands
Mixed performance from key ski operators
Winter Olympics campaign and governing body initiatives
Indoor ski innovation
Global brands flocking to the Alps
Creating better access to the slopes
The world’s first ski wearable
The consumer
A fifth of men have been to a ski resort in the last five years
Figure 4: Holidays taken to ski resorts in last five years, April 2018
Skiing more popular than snowboarding
Figure 5: Participation in skiing and snowboarding on holiday in last five years, April 2018
All-inclusive most popular board type
Figure 6: Ski resort board/accommodation type usage and consideration, April 2018
Package holidays most common
Figure 7: Booking type for ski resort holiday taken in last five years, April 2018
Affordability the greatest issue
Figure 8: Factors encouraging holidays to a ski resort, April 2018
Fathers key target for holidays to ski resorts
Figure 9: Future interest in holidays to a ski resort, April 2018
Low price and guaranteed snow most important
Figure 10: Booking factors for holidays to ski resorts, April 2018
Two thirds would forgo a ski holiday but physical challenge appeals
Figure 11: Attitudes towards holidays to ski resorts, April 2018
What we think
ISSUES AND INSIGHTS
How can more people be encouraged to take holidays to ski resorts?
The facts
The implications
Promoting a different side of ski resorts
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Ski and snowboard market estimated to be worth £2.7 billion
Winter holiday boom slowing
Increase in holiday plans
From too little to too much snow
Ski holidaymakers feeling more financially stable than most
Exchange rates in favour of non-Eurozone areas
Rising fuel costs could put end to cheap flights
MARKET SIZE AND FORECAST
Ski and snowboard market estimated to be worth £2.7 billion
Figure 12: Estimated ski and snowboarding market size, 2015/16 – 2017/18
Winter holiday boom slowing
Figure 13: Winter holidays abroad, value and volume, 2012/13-2022/23
Figure 14: Forecast of winter holidays abroad market volume, 2012/13-2022/23
Figure 15: Forecast of winter holidays abroad market value, 2012/13-2022/23
Forecast methodology
MARKET DRIVERS
From too little to too much snow
Holiday plans looking up
Figure 16: Consumer holiday booking behaviour and intentions, February 2016 – February 2018
Transformative travel trend
Ski holidaymakers feeling more financially stable than most
Figure 17: Trends in respondents who describe their financial situation as healthy, March 2017 – February 2018
Exchange rates favour non-Eurozone areas
Figure 18: Pound versus euro and US Dollar, April 2016-April 2018
Rising fuel costs could put end to cheap flights
Figure 19: US Gulf Coast Kerosene-Type Jet Fuel Spot Price FOB (Dollars per gallon), April 2014-April 18
Figure 20: Europe Brent Spot Price FOB* (Dollars per Barrel), April 2014-April 18
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Mixed performance from key operators
Winter Olympics campaign and governing body initiatives
Indoor ski innovation
Global brands flocking to the Alps
New flight routes
The world’s first ski wearable
KEY PLAYERS
Crystal Ski
Inghams, Esprit Holidays, and Ski Total
Neilson
Skiworld
LAUNCH ACTIVITY AND INNOVATION
Winter Olympics campaign and governing body initiatives
Indoor ski innovation
New resort and accommodation openings
Global brands flocking to the Alps
New flight routes
Creating better access to the slopes
Off-slope luxury and entertainment
High-class accommodation
Outdoor activities to suit all tastes
The world’s first ski wearable
New retailer to the market
THE CONSUMER – WHAT YOU NEED TO KNOW
A fifth of men have been to a ski resort in last five years
A holiday for the wealthy
Skiing more popular than snowboarding
All-inclusive most popular board type
Package holidays most common
Affordability the greatest issue
Fathers a key target for holidays to ski resorts
Low price and guaranteed snow most important
Two thirds would forgo a ski holiday but physical challenge appeals
HOLIDAYS TAKEN TO SKI RESORTS
A fifth of men have been to a ski resort in last five years
Figure 21: Holidays taken to ski resorts in last five years, April 2018
Figure 22: Holidays taken to ski resorts in last five years, by age and gender, April 2018
A holiday for the wealthy
SKIING AND SNOWBOARDING PARTICIPATION AND PROFILES
Skiing more popular than snowboarding
Figure 23: Participation in skiing and snowboarding on holiday in last five years, April 2018
Snowboarding for the youngsters
Figure 24: Ski and snowboard participation, by age and gender, April 2018
Resort and social media less important to skiers
BOARD AND ACCOMMODATION TYPE
All-inclusive most popular board type
Battle between B&B and catered chalets
Figure 25: Ski resort board/accommodation type usage and consideration, April 2018
All-inclusive appeals due to weak Pound
Figure 26: Attitudes towards booking a holiday to a ski resort, April 2018
BOOKING TYPE
Package holidays most common
Figure 27: Booking type for ski resort holiday taken in last five years, April 2018
Youngest snow fans less fixed
Flexibility versus value for money
Figure 28: Attitudes towards booking a holiday to a ski resort, April 2018
FACTORS ENCOURAGING HOLIDAYS TO A SKI RESORT
Affordability the greatest issue
Figure 29: Factors encouraging holidays to a ski resort, April 2018
Parents with dependants feel the pinch
Figure 30: Factors encouraging holidays to a ski resort, by parental status, April 2018
Younger generation most price conscious but can be enticed
Figure 31: Top six factors encouraging holidays to a ski resort, by age and gender, April 2018
Current holidaymakers can easily be encouraged to ski more
Figure 32: Factors encouraging holidays to a ski resorts, by previous holiday to a ski resort, April 2018
FUTURE INTEREST IN HOLIDAYS TO A SKI RESORT
Fathers a key target for holidays to ski resorts
Figure 33: Future interest in holidays to a ski resort, April 2018
Figure 34: Future interest in holidays to a ski resort, by age and gender, April 2018
A quarter of newbies interested in ski trip
Scenery and tranquillity should be marketed
BOOKING FACTORS FOR HOLIDAYS TO SKI RESORTS
Low price and guaranteed snow most important
Online reviews more important than friend and family opinions
Figure 35: Booking factors for holidays to ski resorts, April 2018
Skiing and non-skiing almost as important
Allow for added extras
Promote short transfers
Familiarity more of a driver for parents and wealthy
Men and older Millennials less open to the unknown
Drivers differ for package and indie bookers
Figure 36: Selected booking factors for holidays to ski resorts, By booking type of previous holiday to ski resort, April 2018
Figure 37: Selected booking factors for holidays to ski resorts, by booking type of previous holiday to ski resort, April 2018
ATTITUDES TOWARDS HOLIDAYS TO SKI RESORTS
Two thirds believe people can forgo a ski holiday…
..but the physical challenge appeals
Cold climate a deterrent for many
Figure 38: Attitudes towards holidays to ski resorts, April 2018
Short snow breaks not appealing
Figure 39: Attitudes towards holidays to ski resorts, April 2018
Environmental impact
Parents and younger ski fans a target for snow gear sales
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Winter holidays abroad
Figure 40: Forecast of winter holidays abroad, market volume, 2017/18-2022/23
Figure 41: Forecast of winter holidays abroad, market value, 2017/18-2022/23
Forecast methodology