Luxury Ski Travel Market Resilient & Back to Pre-Covid Levels

15th June 2023

Last modified on June 19th, 2023

A luxury ski holiday is defined as a 4* hotel/apartment and above with a minimum total spend of £3,000 per person.

The average across other sectors is a spend of £1,250.

“I was pleasantly surprised by the resilience of the luxury ski travel market, with the luxury market back to pre-Covid levels,” said the general manager of the Ski Club of Great Britain, James Gambrill.

He presented to the findings to an invited industry audience at the South Bank Centre in London as part of LISTEX luxury.

Luxury ski travel market. Image © PlanetSKI

The survey uses data from the Ski Club GB, Snow+Rock, the Snow Week and the Mountain Trade Network (MTN).

1,200 people filled in the 60-question survey.

Luxury ski travel market. Image © PlanetSKI

Highlights from the luxury market:

• January is the busiest month for luxury ski travellers
• 58% booked with an operator, 42% go independently
• 81% travelled by air, 10% by car & 4% by train
• The vast majority stayed in hotels rather than chalets
• 69% of people went for 7-days
• The quality of the snow is the most important factor in a holiday
• Most get their information pre-booking from resort web sites
• 68% consider themselves advanced/expert skiers
• 47% earn over 100,000 per year
• 32% of people were not  affected in their resort choice by the resort’s environmental policy (21% for rest of market)

Luxury ski travel market. Image © PlanetSKI

Luxury ski travel market. Image © PlanetSKI

‘It is nice to get some facts on the bones of the overall impressions we have here at Inghams,” said Harvey Gahl from the UK ski travel operator, Inghams.

“Overall last winter went well across all sectors of the market and it was good to operate without Covid restrictions.”

For the full survey you’ll need to be a member of Mountain Trade Network.

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