Skiers & Snowboarders Look to Save Money on the Slopes

4th December 2023

Last modified on December 8th, 2023

The cost-of-living crisis is affecting many across the country, and skiers & snowboarders are no different. A quarter of Brits say they can’t afford a snow holiday this winter as a result of the financial squeeze. UPDATED

The ski tour operator, Sunweb, has surveyed 2,000 skiers to explore how the cost-of-living crisis is impacting this season’s plans.

Almost two-fifths (38%) admit that they expect it’ll impact them, but won’t be stopping them from heading to the mountains in search of fresh powder.

So, with many unwilling to give up their ski trip, the leading ski operator asked what Brits are planning to do to save money on the slopes instead.

The research revealed around 75,000 thirsty skiers would eat snow straight from the slopes to avoid buying bottles of water (5%).

Other key findings from Sunweb include:

A quarter of skiing Brits can’t afford a snow holiday this year due to the COL crisis
38% expect the COL will impact them, but won’t stop them from going on a ski trip
Buying drinks from duty free, taking a packed lunch and eating snow are some of the money-saving initiatives Brits will take this year

Over one in ten (13%) say that they’ll bring a packed lunch onto the slopes, while almost one in five (19%) admit they’ll be avoiding the pricey après bars in favour of some better value booze from the supermarket.

An even savvier 16% are planning to buy all drinks from duty-free en-route to their alpine holiday, in a bid to save cash on the slopes this winter.

Val Thorens, France. Image © PlanetSKI

What Brits will do to save money on the slopes this winter :

1 – Borrow ski equipment from a friend or family member,35% .
2 – Book less extravagant accommodation , 26%.
3 – Book all-inclusive accommodation, so I do not need to buy food and drink while out on the slopes,
25%.
4 – Avoid après ski venues and buying any alcohol I consume at the supermarket, 19% .
5 – Book self-catering accommodation so I can cook for myself in the evenings,19%.
6 – Reduce the amount of non-skiing activities I do, such as spa trips, 17%.
7 – Buy drinks from duty-free, 16%.
8 – Will not buy any new ski equipment (including clothes) before my trip, 13%.
9 – Preparing a packed lunch in advance to take with me on the slopes, 13%.
10 – Share a lift pass with a friend or family member, 9%.
11 – Skip lunch and just eat breakfast and dinner, 8%.
12 – Busk at that top of the mountain to make a few euros, 7%.
13 – Eat crisps only, 6%.
14 – Use only the toiletries the accommodation provides, 6%.
15 – Eat snow, rather than buying water, 5%.

“Eating snow isn’t exactly what we had in mind when we asked what money-saving initiatives people would be taking this winter season so they could still enjoy a snow holiday,” said a spokesperson for Sunweb, Jack Bolus.

“With Sunweb, a lift pass is included in all our packages and our great value holidays will help Brits ensure they don’t accidentally eat any of the yellow stuff and can enjoy actual water instead!”

Kaunertal, Tirol, Austria. Image © PlanetSKI

According to a recent report on the state of the UK snowsports industry compiled by the Ski Club of Great Britain cost is a significant factor in decision making.

40% of people surveyed said the reason why they didn’t book a skiing holiday last season was due to cost.

Some people now simply can’t afford to go skiing.

See our article on the report:

Ski Club GB releases its UK Snowsports Market survey

One of the biggest costs is now the lift pass.

One PlanetSKI reader was looking last month at going skiing over Xmas, and though she found some great holiday offers she did not book due to the additional cost of lift passes.

“I can’t believe a 6-day lift pass now costs up to an extra third of the price of the actual holiday itself,” she told us.

“I know it is different, but if I go on a beach holiday I don’t have to find several hundred pounds more to lie on the sand or go for a swim.

“I am hardly likely to go on a ski holiday and not want to go skiing, so perhaps ski operators should be more transparent about the real cost of a ski holiday.”

She passed on the details to us that she had found for a holiday from December 23rd – December 30th:

Cervinia, Italy: Holiday cost – £1,215. Full Area 6-Day Lift Pass- £435

Alpe d’Huez, France: Holiday Cost – £1,119. Full Area 6-Day Lift Pass – £270

Sestriere, Italy: Holiday Cost – £1,093. Full Area 6-Day Lift Pass – £194

Soldeu, Andorra: Holiday Cost – £1,084. Full Area 6-Day Lift Pass – £313

St Anton, Austria: Holiday Cost – £1,014. Full Area 6-Day Lift Pass – £349

One option is to look for offers such as ‘buy one lift pass and get one free’ – a BOGOF as they are called in the trade.

Another might be look at companies such as Sunweb that includes the cost of a pass in the overall holiday price so there are no hidden extras.

Or look at resorts in Austria & Italy, as opposed to France & Switzerland, where prices are generally better – for lift passes, lunch and much else besides.

We have a few other tips in this PlanetSKI article:

Save money on your ski trip

The cost of skiing is being noticed as prices seemingly continue to go up relentlessly.

All data relating to consumer research was carried out online by Research Without Barriers, with the survey conducted between 9th – 16th November 2023.

The sample comprised 2,001 UK adults who have skied or are planning to go skiing.

About Sunweb Group

As one of the largest holiday operators in Europe, Sunweb Group is the driving force behind multiple brands across seven international markets – in the Netherlands, Belgium, Denmark, Sweden, France, UK, and Germany.

With around 500 employees and more than 300 tour guides and area managers in local destinations.

It has more than 1 million customers each year.