Ski Report From FeWo-Direkt Published - How Ski Resorts Are Winning Over Generation Z

Generation Z takes ski holidays literally: 53 percent want to spend at least three-quarters of their winter vacation actively skiing or snowboarding in the mountains. 22 percent of 18- to 24-year-olds even plan to hit the slopes every day. This is shown in the new ski report from the vacation rental platform and app FeWo-direkt, for which a survey¹ was conducted among 1,000 Germans planning a holiday in the snow.

About the ski report from FeWo-direkt

Q: What is the FeWo-direkt Ski Report?
A: The FeWo-direkt Ski Report is based on a survey of 1,000 Germans planning a winter holiday. From the choice of destination to preferred activities, the report reveals trends and preferences of different age groups.

Q: What distinguishes Gen Z from older vacationers?
A: Gen Z primarily wants to ski or snowboard and is open to events and shopping. Older generations prefer quieter activities like winter hiking.

Q: Why is Generation Z important for ski resorts?
A: 18- to 24-year-olds are the guests of the future. They value action, variety, and lifestyle offerings. Ski resorts that adapt and create suitable offerings can attract this target group.

Q: Which additional activities are particularly attractive to young winter holidaymakers?
A: Shopping (fashion, souvenirs, regional products) and music festivals are especially popular with young winter holidaymakers. 45% of Gen Z want to go shopping, and 36% would attend a festival.

Q: Which winter sports resorts are currently in high demand?
A: According to FeWo-direkt search queries, Winterberg, Oberstdorf, Sölden, Garmisch-Partenkirchen and Saalbach-Hinterglemm are among the top destinations for German travelers.

The older the respondents, the lower their interest in skiing or snowboarding: Among those over 55, less than 10 percent are keen on daily fun on the slopes. 23 percent would prefer to forgo it entirely and pursue other activities instead. Among the youngest respondents, this figure is a mere 4 percent.

Younger people are showing more flexibility

The ski report from FeWo-direkt reveals another generational difference: For 40 percent of 18- to 24-year-olds, the amount of snow is a decisive criterion when choosing a travel destination. At the same time, 27 percent are willing to accept less snow if attractive alternatives are available. The older generation is quite different: 55 percent of those over 55 choose their destination strictly based on guaranteed snow, while only 11 percent show the same willingness to compromise as the younger generation.

Baby boomers prefer slow travel

The reason lies in the older generation's preferred alternative activities, which also take place in the snow. 66 percent of those over 55 – a significantly higher percentage than average – look forward to winter hikes or snowshoeing, while only 44 percent of the youngest generation show similar enthusiasm for these slow travel options.

“To attract the younger target group, ski resorts at lower altitudes should focus more on diverse experiences beyond the slopes,” says Susanne Dopp, spokesperson for FeWo-direkt. “According to our survey, Gen Z shows an above-average interest in shopping and events.”

Music festivals are gaining in importance

45 percent of 18- to 24-year-olds want to buy fashion, souvenirs, or regional products locally. This means that the shopping interest of this age group is significantly higher than the average (35%). Music festivals are also very popular with 36 percent of the youngest attendees, while the overall average is only 21 percent.

According to FeWo-direkt search queries, the most popular winter sports destinations for German travelers in the coming season include Winterberg in the Sauerland region, Oberstdorf in the Allgäu region, Sölden in Tyrol, Garmisch-Partenkirchen at the foot of the Zugspitze, and Saalbach-Hinterglemm in Salzburg. Both Sölden and Saalbach-Hinterglemm already offer guests corresponding music events.

“German ski resorts still have a home advantage,” says FeWo-direkt spokeswoman Susanne Dopp. “However, if they don’t offer additional incentives for the younger target group in the future, they could soon be lacking in new recruits.”

The older generation expects more for their money

Gen Z budgets an average of €830 for their ski vacation. This is below the average of €985 and significantly less than the budget of Baby Boomers, who invest an average of €1,115. Surprisingly, despite their higher spending, those over 55 place particular emphasis on good value for money. 74 percent of Boomers pay attention to this, compared to only 38 percent of Gen Z.

“For many young travelers, the experience is paramount,” says Susanne Dopp. “While the older generation spends more, they also pay closer attention to value for money. The higher the expenditure, the more important it becomes that people receive corresponding quality and service for their money. Vacation rentals are suitable for both generations. They offer Gen Z flexibility and shared experiences. At the same time, they meet the demands of Baby Boomers for comfort and good value for money.”

1 The survey was commissioned by FeWo-direkt and conducted by the market research company OnePoll between November 3 and 11, 2025. 1,000 adults residing in Germany who were interested in a winter holiday in the mountains were surveyed. For the purposes of this text, Generation Z refers to those aged 18 to 24, and Baby Boomers to those aged 55 and over.

2 The data is based on search queries received on FeWo-direkt between the beginning of July and the end of November 2025 for stays in the months of December, January, February and March.

3 Sölden: https://www.soelden.com/de/veranstaltungen-freizeittipps/events/electric-mountain-festival; Saalbach: https://www.berg-festival.com/