Multi-Generational Non-Ski Trips Rise

The ski holiday provider SNO says there has been a 30% increase in traffic to its web site for information about ‘ski resorts for non-skiers’ in the past 12 months.

“We’ve seen a surge in interest from people wanting to holiday in the Alps who don’t plan to ski, many of whom are non-skiing parents and grandparents keen to spend quality time with their kids on a trip to the mountains, but have lots beyond the slopes to entertain them while their children are skiing,” said the CEO of SNO, Richard Sinclair.

In 2023 more than half of parents planned to travel with their children and grandparents according to reports from the Family Travel Association.

Sinclair further highlights that multi-generational trips have grown in the ski holiday market, with a 34% increase in family bookings this year compared to 2023.

Despite some members of these multi-gen groups not being able to, or even wanting to, ski, this doesn’t put families off taking a winter escape.

According to Sinclair, “ski resorts have been doing a fantastic job in catering to a wider audience of non-skiers in recent years,” and his company is receiving more enquiries from families wanting advice on the best resorts for non-ski activities.

These include adrenalin-fuelled activities like paragliding, bobsleigh and ice climbing:

Harnessing up for tandem paragliding – photo © PlanetSKI

More relaxing ones like husky dog rides:

Image © PlanetSKI

Or one that use up even less energy:

Chamonix, France. Image © PlanetSKI

Or ones that simply take on energy:

Zermatt, Switzerland. Image © PlanetSKI

Or perhaps a visit to an alpine zoo.

Polar Park, Norway. Image © PlanetSKI

“Non-ski activities have become a deciding factor in planning winter getaways for many families, and we’re seeing increased enquiries from multi-generational groups wanting our advice on which resorts offer something-for-everyone, or are best regardless of age, ability, or whether they ski or not.”

“After effects of the pandemic mean families still prioritise quality time with one another, so they’re seeking ski resorts with activities and attractions for everyone.

“The more recent Experiential Travel trend, where travellers seek out more unique experiences, leads them to explore what lies beyond a traditional winter ski getaway, discovering non-ski activities that make a more diverse holiday experience.”

We asked SNO for a few recommendations for resorts that are  leading the way, when it comes to “ski holidays for non-skiers”:

Chamonix, France

Chamonix is “no mere ski resort, but a thriving mountain town”, according to Sinclair, and believes its non-ski opportunities are second to none.

Other than skiing in this world-class ski town, Sinclair shares that “riding the highest cable car in France with striking views of Mont Blanc, where you can perch in a restaurant and café at a breathless 3842m, is an enduring memory for visitors.”

Aiguille du Midi, Chamonix. Image © PlanetSKI

The Montenvers cog railway is equally popular, where visitors can ascend a stunning track to go inside Europe’s second largest glacier – the Mer de Glace.

Or, for a more relaxed activity, snowshoeing along some of the world’s most famous walks and hikes in Chamonix, according to Sinclair.

Chamonix, France. Image © PlanetSKI

Zermatt, Switzerland

Dubbed by Sinclair as a “classy and ancient” destination that balances a cosmopolitan charm with fascinating alpine history, Zermatt offers a classic winter-snow holiday experience where visitors can be transported back in time.

When it comes to things to do for non-skiers, the town is a gastro-paradise where you can spend your days in cosy wooden cafes and even Michelin-starred restaurants.

“Particularly if you’ve spent your day out shopping in the town’s many boutiques and luxury stores and need a pick me up.”

Sinclair adds that “the car-free nature of the centre makes leisurely strolls in town all the more pleasurable and laidback.

“There are plenty of spas where you can pamper yourself with soothing thermal baths and massages while indulging in sensational mountain views.”

Zermatt, Switzerland. Image © PlanetSKI.

Levi, Finland

Levi in Finnish Lapland is a magical destination for families to get into the Christmas spirit and embrace the festive season.

“Levi’s snow-covered pine forests and remote wilderness really set the scene for a wintery paradise, and its experiences only enhance this.

“Go snow sledding with huskies, take a reindeer sleigh-ride with the whole family, and even witness the spellbinding Aurora Borealis northern lights,” shares Sinclair.

The destination will bring children’s dreams to life too, as Sinclair adds that they can meet Santa Claus during their holiday.

Families equally love exploring the resort’s characterful market, where festivities are in full swing with reindeer safaris, snowmobiles, and visits to the famous Levi Ice Castle.

Or how about this for an alternative winter experience in Finland?

Lake Yllasjarvi, Finland. Image © PlanetSKI

St Moritz, Switzerland

The glamorous St Moritz alpine resort in Switzerland has developed a reputation for its luxurious ambiance, and offers “endless opportunities for indulgence beyond just its world-class skiing.”

Sinclair highlights the resort’s high-class atmosphere and experiences, including hotels offering “decadent afternoon tea experiences, with unbeatable views of the surrounding snow-capped mountains of Switzerland.”

Visitors can explore its luxurious boutiques or savour a gourmet morsel in sophisticated restaurants, and adults can experience the resort’s lively aprés ski scene to unwind after a day of indulgence and join the revelry of those coming off the slopes.

All the family will enjoy, “taking a train ride on the UNESCO-listed Rhaetian Railway – Switzerland’s largest Alpine railway – to soak in the exceptional panorama of the Swiss Alps” according to Sinclair, “and the more energetic love gliding together on the resort’s exceptional outdoor skating rinks.”

Switzerland. Image © PlanetSKI.