Ski Club of GB Annual Consumer Report

The Ski Club of Great Britain, the UK’s largest snowsports membership organisation, released findings from their annual consumer research report earlier this month.
Nic Oatridge skiing in St Moritz
The report, which is now in its fourth year, offers insight into the habits, intentions and attitudes of people who participate in snowsports, both here in the UK and abroad. It also offers some understanding of the state of the market and the likelihood for growth or decline in its size. It is the only independent piece of consumer research in the snowsports market of its kind.

From a pool of over 1.3 million email addresses the 2016 survey generated 17,270 responses of whom 2,432 were non-skiers. The responses seemed to skew towards older skiers, with the highest percentage age profile consisted of 34% aged between 50-59 years.

So what were the findings?

Has Brexit had an impact on skiers?

Brexit seems to have had little effect on the desire of skiers to continue pursuing their holidays. The survey responses were collected both before and after the referendum. Even amongst the ensuing uncertainty and exchange rate changes 65% of skiers said their skiing habits would remain the same over the next 3 years.
A further 28% said their activity would increase and only 7% said their activity would be decreasing – and much of this decrease was due to factors outside their control and mainly lifestyle changes. It seems that people who ski will continue to ski.
For the 2,300 non-skiers it was asked how likely they were to ski in the next three years. Over 5% gave a positive response (scoring 9 or 10 on a 10-point scale) – a strong potential pool of new skiers.
However, when the result was split between people responding before and after the referendum there was a major significant difference. Before the referendum 7.2% had scored their potential to ski as 9 or 10. After, if had dropped to 4.5%.

Loyalty to ski

Repeat purchase intention in the ski market is extremely high. Of the people who skied last season an impressive 97% say they will ski again in the coming season.
Skiing also remains hugely popular with 92% of those who go on a snow sport holiday choosing to ski, from these 39% choose off-piste, an increase of 3.7.% from 2015. Snowboarding accounts for some 12% of activity (down slightly on last year’s results). Although not recorded last year, 4% this year stated that they did freestyle skiing on their holiday.
Advocacy is found the more times you try; those people who skied 1 week or less recorded a Net Promoter Score* rating of 59, those that skied 2 to 5 weeks’ scored 75 and those over 5 weeks tended to score 80 and over.
Loyalty to specific markets also remains strong – 74% of people who skied in France on their last holiday say they will go there for their next ski holiday with 61% stating Austria and 49% choosing USA & Canada.

Solo travellers on the up

Although 38% of respondents had skied with their own or other families on their last ski break, 31% with friends, it was notable that 7% stated that they travelled alone, a significant 2% increase from the 2015 research.

Growing the market

The report identifies new skiers as those who have skied 1 week or less and this year saw 33% were aged 40-49. From these they tended to have gone with their families.
When asked where they were likely to ski, they are more inclined to visit Andorra and some of the Scandinavian markets and significantly less likely to visit France in comparison to all other skiers.
Lapsed skiers (people who hadn’t skied in the last three years) were asked how likely they were to come back into the market. Some 50% of the people who hadn’t been skiing in the last 3 seasons responded positively and 20% of these responded with a 9 or 10. This is increase on last year of some 2% – a positive indicator of potential demand in the market.

Do we ever stop?

This year we asked people about whether they had taken a break from skiing of more than three years with 66% v 34% stating yes and no. The largest age group that featured in the yes category were the 40-49 year olds, perhaps children, work commitments or the classic cash rich/time poor issue features. The biggest age group who have not taken a break of three years from skiing is the 60+. This age group are more likely to have retired, and to have more time and money to continue their skiing each year.
The most common reason for a break has been taken was children. On top of this ‘other commitments’ and ‘costs’ as well as being at university also figure – but children remain the major issue.
However, what brought people back was their children, a love of skiing as well as increasing affluence and time. Skiing with friends and families is also often a great motivator too.

The customer journey

Although skiers enjoy skiing, the Net Promoter Score* rating across the customer journey highlights some concerns that continue in the market. The journey to get to a resort continues to be highlighted as not an enjoyable experience. Airline and airports are under-performing compared to the rest of the experience.

When do customers book?

When it comes to booking holidays 64% are booking 3 months or more before they travel and only 13% booking less than a month before their trip. When broken down into the under and over 30’s market, 36% of the latter book 6 months or more before they travel but interestingly there isn’t a significant difference for the under 30’s.

Spending habits?

Spend per head on travel, accommodation, ski passes, equipment and ski school remains fairly consistent on last year with 25% of respondents spending between £750-£1,000 per person. A slightly increase of 2.3% shows for those now spending more than £1,500 per person. Not surprisingly, when broken down 31% of under 30’s will spend around £500-£750 compared to 22% over this age.
New skiers will also spend significantly less, with 28% spending less than £500 per head compared with 19% of all over skiers

Choosing a resort

Once again, guaranteed snow is the number factor when choosing a resort, the size of the ski area and quality of accommodation make the top three. Interestingly, how busy the slopes are has risen but price still squeezes into the five most important factors. For the under 30’s market, price moves up to number 3 but quality of accommodation drops to a ranking of 5. Quality of après ski ranks in 6 rather than 12th for the rest of the market.
Winter sports in Switzerland
Preparing for a ski holiday

This year respondents were asked how they prepared for their ski holiday with 80% taking part in general fitness activities before they depart and 37% participating in other sports. Cycling came out as the clear favourite (although slightly less for the under 30’s market) but other popular sports also included swimming, tennis, golf, and squash, climbing and going to the gym
One fifth also visit an artificial slope in preparation. Interestingly it is the under 30’s market, and those who are often less experienced, who will visit an indoor ski slope.

Taking things into your own hands

The independent market – though a challenge to quantify accurately – and classed in this report as those who book elements of their ski holiday themselves rather than as a package seems to be holding steady. Last year it was identified that 33% of the market book independently – this year that figure was 34%.
There is a tendency for the 40-49 year olds to favour booking independently compared to those who are 60 and older who prefer to book with ski companies.
One of the key interesting trends that anchors the independent market is flexibility. Independent travellers are far likely less to book a standard 7 day break with 48% of people doing so compared to 78% who booked with a ski company.

Buying in UK store remains favourite but online is catching on

The UK ski & snowboard equipment store retailers remain the favourite purchase channel for ski equipment although this figure has been slipping downward across the last 2 years with 53% choosing to buy from a store in 2015 and 48% in 2016. Online purchase has increased once again by 4%.
What was highlighted was the discontentment of respondents purchasing either snow sport equipment or clothing in a resort with a very low Net Promoter Score* rating of -15 and -18 respectively.

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Snow’n’Rail 2015-16

Snow'n'Rail 2015-16
The Snow’n’Rail schedule for the Winter Sports season 2015-2016 is now available. This is the wonderful scheme run by Swiss Railways that provides a 20% discount on the combined lift pass and public transport connections for most of the leading resorts in Switzerland. This is a unique offering – the Austrian Railways run a similar scheme, although nowhere near as extensive.

The offers are now available online (in English, French, German and Italian), and in a brochure available free from the booking offices of most Swiss Railway Stations. The brochures are available in German, French and Italian depending on the language of the locality in which the stations are situated, but only the German version comprehensively covers all the resorts in the scheme.

There is not much change from last year. Most prices have stayed the same. For example an adult day trip to Zermatt from Basel if you are in possession of a Half-Tax Card is still SFr 166.40. A comparable offering is SFr 75.40 for Klewenalp, again the same as last season.

The resort coverage has changed slightly – Vals is now included.

However the most glaring omission is the Portes du Soleil. This massive ski area was one of the most impressive destinations under the Snow’n’Rail scheme, but it looks like they couldn’t come to an agreement with Swiss Railways for this season. Hopefully they will be back for the next one.

What looks like a new resort on the list, Chäserrugg, is simply a rebranded name for what has been referred to in previous years as Toggenburg or Obertoggenburg and covers the charming, linked resorts of Alt St. Johann and Underwasser. Included in the lift pass are the slopes around Wildhaus, but it appears that the routing of the offer to Wildhaus via Buchs is no longer available at a discount.

Some resorts can be accessed by train alone, others you need either a scheduled bus service or use of a linked ski bus. Details are all listed at the resort reports at the Swiss Winter Sports web site, and I can vouch for the rourting information as I have used the scheme for every resort myself!

Resorts covered by the scheme are as follows:
In Northern Switzerland: Braunwald, Chäserrugg and Pizol.
In Graubünden: Arosa Lenzerheide, Brigels, Davos Klosters, Disentis 3000, Engadin St. Moritz, Flims Laax Falera, Motta Naluns (Scuol), Splügen and Vals 3000.
In the Bernese Oberland: Adelboden-Lenk, Gstaad Mountain Rides, Jungfrau Ski Region and Meiringen-Hasliberg.
In Ticino only Airolo.
Several resorts are included in the category Alpes Vaudoises, including Villars, Les Diablerets and Leysin.
In Valais: 4 Vallées/Mt-Fort, Aletsch Arena, Blatten-Belalp, Crans-Montana, Grächen, Lauchernalp/Lötschental, Leukerbad, Visp Area, Saas-Fee/Saastal and Zermatt & Cervinia.
In Central Switzerland: Engelberg-Titlis, Klewenalp-Stockhütte, Melchsee-Frutt, Andermatt-Sedrun, Sörenberg, Sattel-Hochstuckli and Stoos.

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Season Opening Dates in Switzerland 2015-16

Some resorts have already opened – Diavolezza, Saas-Fee and Zermatt being perennial early starters. As of Halloween weekend Glacier3000 and ArosaLenzerheide should also be open.
Region Chablis is usually a late starter
Other key opening dates are:

14th November
Andermatt
Engelberg
20th November
Davos
21st November
St. Moritz
26th November
Samnaun
28th November
Disentis
Flims Laax Falera
Flumserberg
Grüsch Danusa
Zweisimmen
Klewenalp
Sedrun
Splügen
Zermatt (Winter Programme)

5th December
Adelboden
Aletsch Arena
Wengen/Grindelwald
Lenk
Pizol
Verbier/4 Vallees
Feldberg
12th December
Château-d’Oex
Saanen/Gstaad
Rougemont
Grindelwald First
Mürren
Lauchernalp
Melchsee-Frutt
Savognin
18th December
Anzère
19th December
Airolo
Beatenberg
Belalp
Brigels
Bürchen
Chur – Brambrüesch
Elm
Feldis
Grächen
Val Müstair
Obersaxen
Ovronnaz
Portes du Soleil
Saas Grund
Sörenberg
Stoos
Leukerbad

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January Offers from Swiss Railways

The Snow’n’Rail scheme from Swiss Railways provides a 20% discount on the combined public transport and lift passes for a whole host of resorts in Switzerland. Additionally there are often even better offers available, and January sees some really brilliant ones.
Ski Airolo
Airolo is a pretty little village, famous as the home resort of Lara Gut, with enough slopes to keep most skiers and snowboarders happy for a day trip. They will be particularly happy with the massive 50% discount offered in January. You can get to Airolo from many locations, including Basel and Zurich, without changing trains – and there are not many resorts you can say that of. Plus it is the largest Italian-speaking resort in Switzerland.

If you do take the train to Airolo you can either take the courtesy bus from the station or walk to the bottom station – head left out of the station.

Other noteworthy deals are the 30% discount for Distentis (here), a favourite for freeriders, Meiringen-Hasliberg (here), convenient for Basel and Berne, Sattel (here), convenient for Zug and Lucerne, and Braunwald (here), a direct train trip from Zurich.

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