Is Apres Ski on the Decline?

4th January 2024

Last modified on January 6th, 2024

A new survey claims 9 out of 10 British skiers and snowboarders no longer enjoy apres as much as they used to. Pardon? UPDATED

The survey, carried out on behalf of Sunweb, has revealed some slightly surprising findings:

91% Brits find après ski less enjoyable, compared to a few years ago
One in five (20%) reveal they find the event unappealing because it’s catered towards young people
22% put it down to the increased costs, with après being more expensive than ever
Skiers are opting for drinks at quieter bars or choosing activities such as spa trips

Après ski is known for being a huge part of ski culture, where people go to unwind, enjoy a beverage, and let loose to some music.

However, there has been a shift in mindset in recent years, with over nine in 10 (91%) Brits finding après less enjoyable.

World Ski Tour Operator 2023, Sunweb, surveyed 2,000 skiers to discover the reasons why après has made its way down the list of favourite things to do when hitting the slopes.

St Johann in the Tirol. Image © PlanetSKI

One in five skiers (20%) said they find it unappealing because it’s catered towards young people, whereas previously it used to be for all.

A further 15% go as far as to say it’s a gimmick.

Instead, skiers are opting for alternatives.

Nearly two in 10 (19%) are heading out for casual drinks at quieter bars whilst 8% would rather kick back and relax with non-ski-related activities such as spa trips.

Nearly one in 10 (8%) admit that après is fun but would like a booze-free afternoon and the lack of non-alcoholic options available means they’ll give it a miss.

PlanetSKI editor, James Cove, was recently in Les Arcs in France.

Seems he is continuing with apres.

Les Arcs, France. Image © PlanetSKI

With the ongoing cost-of-living crisis affecting many Brits, another reason that weighs heavy on people’s minds is the price tag that comes with après, with nearly a quarter (22%) voicing that it used to be cheaper.

The leading ski operator reveals that the rise in costs is impacting how skiers are spending their money when on their winter ski holiday.

Nearly three quarters (73%) reveal they are changing their après habits, with 23% reducing how often they go and 21% pre-drinking at their accommodation to save money.

For 11%, the economic crisis has meant that they have decided to not participate in après at all.

A spokesperson for Sunweb, Jack Bolus, said: “Après ski has always been a popular post-skiing activity and so to see that people now view this as a gimmick or are no longer going because they are worried about the cost is a shame.

“For those who would still like to go and are looking for ways to save, customers who book a holiday package with Sunweb will have their lift pass included, so that extra cash can go towards having a good time at après.”

Stubai, Tirol. Image © PlanetSKI

UPDATE

There has been some reaction from PlanetSKI readers over on the PlanetSKI Facebook page:

Marcus Cooper – Some of the music has worn a bit thin, like the snow last year, always a big part of our holiday.

AJ Johnson – Can’t afford the 4 beers and 4 shots they way I used to. That’s 60€ right there.

Nick Davis – Yes Apres will always be there but people are being priced out of it especially in France too expensive and we go to Italy far cheaper and great skiing but resorts need to think of the punters same with lift pass prices!! May be cheaper more people will ski!!

Allan Darley – Nick Davis absolutely agree I stopped going to France. Austria & Italy much cheaper apres and much better too.

Nick Davis – Allan Darley last year friend was in Meribel and was paying 12 Euros for a beer sorry daylight robbery!! Love 3 Valleys and Tignes etc but just too expensive even Lech and St Anton gone over the top! Dolomites now a hidden gem!

Jill Kirby – The ridiculous price of drinks in some resorts has probably a lot to do with it….

Antonia Simpson – My son has just come back from uni champs in Alpe d’Huez and I’m told there was plenty of après going on. Meanwhile in the southern French alps we are sticking to our metaphorical cocoa and occasional carafe of rouge! It’s an age thing!

Stuart Jones – Yep that makes perfect sense. The big apres crowd grew up and had families.
It would be interesting to know if there has been an increase in families going especially with young children. We were apres skiers in the 90s and early 2000s, then came kids, so when we took them, sterilisors and all, apres ski stopped, now they are teenagers they just want to ski dawn till dusk and we are too tired to go out and drink

Lisa Plant – Being over 40 & on the slopes for 6-8hrs p/day, we just don’t have the energy to party any more

Julie Harrison – All the traditional apres bars have been made too sterile. The old makeshift units / outdoor bars are all slowly but surely been gentrified which takes the character away. Nowhere to play nails anymore

Andy Bowern – It’s true! I hate Apres now, every time I’ve woken up the day after I’m skint

Dominic Ferraro – From what I see on the slopes in various resorts is that a large number of the younger generation stay in bed all morning before going on the slopes for a couple of hours in the afternoon. They then just go straight on the lash and get smashed and out all night.
Whereas ……. Is that have a few more years experience ……. We’re up early and out on the slopes all day
So after a couple of beers and dinner , we’re ready for bed
On a weeks trip , I’d say we probably have around 3 good nights out.

Survey Details:

All data relating to consumer research was carried out online by Research Without Barriers, with the survey conducted between 9^th – 16^th 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, we’re always there for our more than 1 million customers each year.  