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SKI SURVEY: THE RESULTS - Jane Peel, Chief Reporter
Thursday October 10, 2019 - Email this article to a friend

The Ski Club of Great Britain has published the results of its 2019 consumer snowsports research. See what's new...





It's the largest study of its kind and claims to reveal the habits, intentions and attitudes of skiers and snowboarders.

This year's research was collected in June and July across the UK with just over 15,000 people taking part and 9,000 completing the whole survey.

It's the 7th annual consumer research report produced by the Ski Club.

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The 2019 report is 67 pages long so we've picked out a few of the highlights.

WHERE?

France continues to be the number one destination for UK skiers and snowboarders, with the top 8 most visited resorts and 13 of the top 20.

Austria, Italy, Switzerland and Canada complete the Top 5 most visited countries.

But the number of visitors doesn't translate to the customer preference, with only one French resort in the top 5 and two in the top 10.

Canada & Switzerland dominate the top ranked lists with Whistler Blackcomb and Banff ranked at number 1 and 3; Wengen and Zermatt ranked 2 and 5 respectively.

Val d'Isere in France makes it into the top 5 at number 4.

Val d'Isere, FranceVal d'Isere, France



























The most commonly visited resorts by country are:

Austria

1- St Anton
2- Lech
3- Kitzbühel

Canada

1- Whistler Blackcomb
2- Banff
3- Lake Louise

France

1- Courchevel
2- Val d'Isere
3- Val Thorens

Italy

1- Cervinia
2- Courmayeur
3- Sauze d'Oulx

Switzerland

1- Verbier
2- Zermatt
3- Wengen

Verbier, SwitzerlandVerbier, Switzerland






















Scotland

1- Cairngorm
2- Glenshee
3- Glencoe

USA

1- Breckenridge
2- Vail
3- Lake Tahoe resorts

WHY?

Guaranteed snow comes out as the most important factor in choosing a resort with 92% putting it as their priority.

However, the 16-24 age group group put more weight than other age groups on off-piste accessibility (41%), and the over-45s say they are looking for a resort with a lack of crowds (51%).

Overall, guaranteed snow, quality of the pistes, the efficiency of the lift system and size of the ski area are revealed as the top 4 priorities, in that order.

All age groups consider travel time as important (43%).

Ski JuwelPiste quality is a priority




























HOW?

Survey respondents are more likely to book travel, accommodation, lessons, passes, transfers and equipment themselves, rather than as part of a package.

Package bookings account for less than 50% of all snowsports travel bookings.

Flying remains the premier transport option, with 89% off all people travelling to resort by plane.

However, there is a tendency amongst 16-24 year-olds to take a coach (26%).

Only 9% take the train.

Flying into GenevaThe most common means of transport




























WHEN?

Most respondents prefer to go skiing or snowboarding in the main season but outside the school holidays (48%) with 40% claiming to have last travelled during this period.

The next most popular time is February half-term, though just 6% prefer to travel then.

And only 5% choose late season (after March) or Easter as their favourite time to ski or snowboard.

MORE?

The report covers many more subjects, including how many times people go skiing each season, how much they spend, what equipment they buy or rent, the type of skiing or snowboarding they participate in, the things that stop them going on a snowsports holiday, accommodation choices, the most commonly used airlines and tour operators.

"We're delighted to be at the forefront of facilitating industry research for the ski and snowsports sector," said Ian Holt, the Ski Club of Great Britain's Chief Executive.

"Our unique analysis and findings help to shape key decisions that partners and organisations in the industry make for their consumers.

"It is part of the Club's mission to provide independent research for the entire UK Snowsports industry."

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Ski Club of GB Consumer Research 2019Ski Club of GB Consumer Research 2019


















BACKGROUND

The research was carried out for the Ski Club of Great Britain, a not-for-profit snowsports membership organisation, in conjunction with Skistar.

It was conducted by MPA and Nielsen Sports and the report is the product of an extensive collaboration with UK tour operators, travel agents, retailers and transport companies.

The research was collected between 20th June and 31st July 2019 across the UK and provides a detailed insight into customers and the ski market in general.

15,015 people took part with 93% of respondents from the UK.

Two thirds of the respondents were aged 45+, with an average age of 48 years.

65% of respondents were male.

For the Spirit of the Mountains - PlanetSKI: Number One for ski news

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