LISTEX 2019 STATE OF THE SNOWSPORTS MARKET 2019 JAMES GAMBRILL
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LISTEX 2019 STATE OF THE SNOWSPORTS MARKET 2019 JAMES GAMBRILL
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LISTEX 2019 STATE OF THE SNOWSPORTS MARKET 2019 JAMES GAMBRILL
- 2. James Gambrill LISTEX in association with Sport Pursuit
- 3. Opportunties: State of the Snowsports Market 2019 In association with
- 4. In association with Market Survey Winter 2019
- 5. In association with Pilot sent to over 8500 regular skiers and snowboarders in April 2019. Distributed with Sport Pursuit and WeSki in Summer 2019 to over 1.5 million skiers. • 125 questions, 50 more than 2018 • 1000s of data points • Able to filter by any question Market Survey Winter 2019
- 6. In association with UK Ski market value (£) UK Outbound winter holiday market value (£) Ski £2.7billion Total Winter Holiday Market £9.9billion Market Size 2017
- 7. In association with Ski £2.7billion Customer journeys for booking ski holidays are complex… Opportunities?
- 8. In association with Opportunities? The funnel Ski £2.7billion Understand the funnel, and the interactions at each stage. The funnel is changing…
- 9. In association with Opportunities? Consumers Ski £2.7billion
- 10. In association with Ski £2.7billion Opportunities? Technology
- 11. In association with Most popular sources Tour Operator Website Friends Online Review Sites Resort Website Email Newsletter Sources of advice, information and inspiration 2018
- 12. In association with Most popular sources Tour Operator Website Friends Online Review Sites Resort Website Sources of advice, information and inspiration 2019 Email Newsletter
- 13. In association with Sources of advice, information and inspiration 2019 Most popular sources
- 14. In association with Most popular sources Sources of advice, information and inspiration 2019 Email Newsletter
- 15. In association with Sources of advice, information and inspiration 2019
- 16. In association with Friends Resort Website Online Review Sites Tour Operator Website Trust in sources of advice, information and inspiration 2019
- 17. In association with Tour Operator Website Online Review Sites Resort Website Sources of advice, information and inspiration under 35’s 2019 Friends
- 18. In association with Online Review Sites Resort Website Tour Operator Website Importance of sources, under 35’s 2019 Friends
- 19. In association with Trust in sources of advice, information and inspiration under 35’s 2019 Resort Website Online Review Sites Tour Operator Website Friends
- 20. In association with 10% MOBILE APP 77% ONLINE 33% IN PERSON 34% PHONE Booking preferences 2018
- 21. In association with 15% MOBILE APP 81% ONLINE 38% IN PERSON 23% PHONE Booking preferences 2019
- 22. In association with 95% ONLINE 39% MOBILE APP 18% IN PERSON 13% PHONE Booking preferences, under 35’s 2019
- 23. In association with 6% JUST ME 26% WITH FAMILY 31% JUST MY PARTNER 76% FRIENDS Who do you travel with?
- 24. In association with 6% JUST ME 15% WITH FAMILY 29% JUST MY PARTNER 87% FRIENDS Who do you travel with? Under 35’s
- 25. In association with DISCOUNT AVAILABILITY VALUE ADD SNOW EMAIL PRINT ARTICLE INSTAGRAM TWEET Booking triggers 2019
- 26. In association with Booking triggers, under 35’s 2019 AVAILABILITY DISCOUNT VALUE ADD SNOW INSTAGRAM EMAIL TWEET
- 27. In association with NO 43% YES 57% Online Search Results 2018 Do skiers know the difference between an organic result and an ad? In association with
- 28. In association with NO 37% YES 66% Online Search Results 2019 Do skiers know the difference between an organic result and an ad? In association with
- 29. In association with NO 24% YES 76% Online Search Results Under 35’s 2019 Do skiers know the difference between an organic result and an ad? In association with
- 30. In association with NO 44% YES 38% Do you use an ad blocker? Do skiers know the difference between an organic result and an ad? In association with
- 31. In association with NO 31% YES 54% Do you use an ad blocker, under 35’s Do skiers know the difference between an organic result and an ad?
- 32. In association with 56% DAMAGE 41% TECHNOLOGY 10% SECOND 5% GRAPHICS Reasons to buy new equipment under 35’s 2019?
- 33. In association with 23% LAST YEAR 20% MORE THAN 3 YEARS 20% LAST 3 YEARS 55% >£750+ 26% £750 to £1000 NEVER 20% When did you last buy equipment, under 35’s 2019?
- 34. In association with 55% CATERED CHALET 41% 51% 43% 29% APARTMENT SC CHALET 3* HOTELS 52% 4* HOTELS AIRBNB Most popular accommodation
- 35. In association with 66% APARTMENT 47% 58% 56% 39% AIR BNB CATERED CHALET STAY WITH FRIENDS 66% SC CHALET 4* HOTELS Most popular accommodation under 35’s
- 36. In association with 21% £1000+ 39% £751-£1000 39% >£750 2017/18 SPEND ON TRANSPORT, ACCOMMODATION, LIFTPASS How much do they spend?
- 37. In association with 35% £1000+ 37% £751-£1000 28% >£750 How much do they spend? 2018/19 SPEND ON TRANSPORT, ACCOMMODATION, LIFTPASS
- 38. In association with 47% NO 53% YES HAVE YOU BEEN ON AN ALL INCLUSIVE SKI HOLIDAY? 55% >£750+ All inclusive? Under 35’s
- 39. In association with 13% NO 35% MAYBE 52% YES WOULD YOU CONSIDER AN ALL INCLUSIVE SKI HOLIDAY? All inclusive? Under 35’s
- 40. In association with 49% BETWEEN 3 & 6 MONTHS 34% 31%35% MORE THAN 6 MONTHS LESS THAN 1 MONTH LESS THAN 3 MONTHS When did they book 2019?
- 41. In association with 61% BETWEEN 3 & 6 MONTHS 31% 23%32% LESS THAN 1 MONTH LESS THAN 3 MONTHS MORE THAN 6 MONTHS When did they book, under 35’s?
- 42. In association with Independent bookers Tour Operator Tour Operator 58% Independent 42% Tour Operator 63% Independent 37% 2018 2019 How did they book?
- 43. In association with Tour Operator 63% Independent 37% Tour Operator 69% Independent 31% ALL UNDER 35’S Independent bookers Tour Operator How people book, under 35’s
- 44. In association with Price Availability Overall Reputation Customer Service Ease of use of Website Used Before Recommendation from Friend/Family Online Reviews Key factors determining choice of Tour Operator 2018
- 45. In association with Price Availability Ease of use of Website Customer Service Overall Reputation Recommendation from Friend/Family Flexibility Used Before Key factors determining choice of Tour Operator 2019
- 46. In association with Price Used before Recommendation from Friend/Family Availability Overall Reputation Ease of use of Website Online reviews Customer Service Flexibiity Key factors determining choice of Tour Operator under 35’s, 2019
- 47. In association with ALL PREFER IT 55% WANT SHOERT BREAK 29% DATES 27% KNOW MORE 24% Under 35’s PREFER IT 68% WANT SHORT BREAK 41% ONLINE BOOKING 32% DATES 35% BETTER PRICE 77% BETTER PRICE 85% Why do you book without a tour operator?
- 48. In association with ALL RECOMMENDED 79% CHEAP DEALS 75% ONLINE BOOKING 73% USED BEFORE 72% Under 35’s FLEXIBILE DURATIONS 83% GREAT SERVICE 84% CHEAP DEALS 81% RECOMMENDED 84% GREAT SERVICE 83% ONLINE BOOKING 89% What would make you more likely to book with a tour operator?
- 49. In association with ALL SIZE OF SKI AREA RESORT ALTITUDE TRANSFER TIME ACCOMMODATION Under 35’s SIZE OF SKI AREA RESORT ALTITUDE ACCOMMODATION TRANSFER TIME PRICE PRICE What do consumers care about?
- 50. In association with ALL THE TOUR OPERATOR FACILITIES FOR CHILDREN MOUNTAIN SCENERY OFF PISTE Under 35’s THE TOUR OPERATOR FACILITIES FOR CHILDREN OFF PISTE MOUNTAIN SCENERY CHILDCARE CHILDCARE What don’t consumers care about?
- 51. In association with France 56% WHERE DID THEY SKI? WHERE WILL YOU SKI NEXT SEASON? MOST LIKE TO SKI DESTINATION? Austria 38% Italy 31% Switzerland 15% Canada 7% France 58% Austria 30% Italy 22% Switzerland 11% Japan 25% Canada 25% USA 11% New Zealand 6% Destinations 2019
- 52. In association with Destinations 2019 under 35’s France 71% WHERE DID THEY SKI? WHERE WILL YOU SKI NEXT SEASON? MOST LIKE TO SKI DESTINATION? Austria 40% Switzerland 29% Italy 26% France 65% Austria 34% Italy 13% Switzerland 12% Japan 35% Canada 32% New Zealand
- 53. In association with Ski £2.7billion France: Visited Visited
- 55. In association with Visited overall average rating: 72% Perceived overall average rating: 49% Difference of -23% France: Perceived v Visited
- 56. In association with Switzerland: Visited Visited
- 57. In association with Perceived Visited Switzerland: Perceived
- 58. In association with Visited overall average rating: 65% Perceived overall average rating: 44% Difference of -21% Ski £2.7billion Switzerland: Perceived v Visited
- 59. In association with Ski £2.7billion Italy: Visited Visited
- 60. In association with Ski £2.7billion Italy: Perceived Perceived Visited
- 61. In association with Visited overall average rating: 69% Perceived overall average rating: 36% Difference of -33% Italy: Perceived vs visited
- 62. In association with Austria: Visited Visited
- 63. In association with Austria: Perceived Perceived Visited
- 64. In association with Visited overall average rating: 77% Perceived overall average rating: 47% Difference of -30% Austria: Perceived vs visited
- 65. In association with Canada: Visited Visited
- 66. In association with Perceived Visited Canada: Perceived
- 67. In association with Visited overall average rating: 76% Perceived overall average rating: 55% Difference of -22% Canada: Perceived v Visited
- 68. In association with Switzerland 65% vs 44% - 21% Canada 76% vs 55% –22% France 72% vs 49% -23% Austria 77% vs 47% -30% Italy 69% vs 36% -33% Overall: Perceived vs visited
- 69. In association with What impact does/will Brexit have on your snowsports holiday decisions? BREXIT IMPACT: Holidays 2018/19 MAY 2019 20% SIGNIFICANT IMPACT 20% NONE AT ALL 15% SOME IMPACT 21% SOME IMPACT 42% NONE AT ALL 24% SIGNIFICANT IMPACT 33% NONE AT ALL 16% SOME IMPACT AUTUMN 2019
- 70. In association with AUTUMN 2019 26% SIGNIFICANT IMPACT 33% NONE AT ALL 21% SOME IMPACT What impact will Brexit have on your snowsports holiday choices in the next few years? MAY 2019 28% SIGNIFICANT IMPACT 64% NONE AT ALL 8% SOME IMPACT BREXIT IMPACT: Resorts
- 71. In association with AUTUMN 2019 20% SIGNIFICANT IMPACT 36% NONE AT ALL 41% SOME IMPACT What impact will Brexit have on your snowsports holiday choices in the next few years? MAY 2019 32% SIGNIFICANT IMPACT 64% NONE AT ALL 4% SOME IMPACT BREXIT IMPACT: Accomodation
- 72. In association with What impact will Brexit have on the snowsports industry over the next few years? MAY 2019 22% SIGNIFICANT IMPACT 41% NONE AT ALL 37% SOME IMPACT 25% SIGNIFICANT IMPACT 22% NONE AT ALL 53% SOME IMPACT SEPTEMBER 2019 BREXIT IMPACT: Overall
- 73. In association with Do you think you will book more or less snowsports holidays in 2019/20 vs 2018/19? 15% MORE 59% SAME 26% LESS MAY 2019 16% MORE 66% SAME 19% LESS SEPTEMBER 2019 MORE OR LESS? Holidays
- 74. In association with DRY SLOPE 10% YES 90% NO Have you skied at an artificial slope in the UK in the last 12 months? INDOOR SNOW 26% YES 74% NO UK Snowsports: Centres
- 75. In association with ‘Are snowsports holidays getting cheaper or more expensive?’ 2% CHEAPER 28% SAME 70% MORE EXPENSIVE 55% >£750+ 26% £750 to £1000 Cost?
- 76. In association with What factors will have the greatest impact on your decisions about a snowsports holiday in 2019/20? IMPACT FACTORS: Top
- 77. In association with IMPACT FACTORS: Bottom
- 79. SPONSORS
Notas do Editor
- Why do research? Market Orientation - You are not your customer Especially easy in an industry like snowsports where we share our customers passions. But that doesn’t mean we share their desires, concerns or needs How many people here paid for every liftpass last year?! We have to start from the perspective we know nothing about our customers, and ask them about their desires, needs and concerns The snowsports industry has historically been quite poor at this, but we’re getting better How can we trust the data? Lies, damned lies and statistics Much research has an agenda – publicity, to support a pre-determined point of view – Crystal Ski Report What can cause unreliable data? Wrong sample size (larger isn’t always better) Unrepresentative sample Leading questions Pilot sent to over 8500 regular skiers and snowboarders in April 2019. 125 questions 1000s of data points Able to filter by any answer More data will be collected over the summer You can trust our data! Our agenda, to understand the ski market especially in the UK Our sample, drawn from Sport Pursuits 380,000 skier database checked for demographic spread Sample size of 500-1000 is more than enough, more doesn’t mean more reliable
- LARGEST EVER SURVEY MULTIPLE RESPONSES TO EACH QUESTIONS GENERATES 1000’S OF DATA POINTS ABLE TO FILTER BY ANY QUESTION AND RESPONSE, AGE SKI ABILITY BOOKING PREFERENCES ETC BUT COULD BE ANYTHING FOR EXAMPLE WE SELECT THOSE WHO BOOK 5* HOTELS THEN LOOK AT HOW THEY ANSWER ALL THE OTHER QUESTIONS ABOUT INFLUENCE ETC. HUGE OPPORTUNTY TO EXPLORE YOUR TARGET SEGMENTS
- DISTRIBUTED BY EMAIL BANNER ALMOST 1000 COMPLETED SURVEYS CONFIDENCE LEVEL OF 95%, CONFIDENCE INTERVAL OF 3.7
- UK Ski Market is worth almost £3 billon There are over 1.7 million skiers travelling annually* This is 18 – 65, the true number is larger still MINTEL found value of £2.7 billion And reckon 2015/16 was £2.99 billion MINTEL thinks winter holiday market is £9.9 billion (includes winter sun) It’s a BIG market, much larger than previously estimated. Why? MINTEL agrees with us that the independent sector has been undervalued previously (see research with an agenda – Crystal Ski Report!)
- MARKETING AND SALES FUNNELS SALES IS OFTEN PLAYING A ROLE LATER ON IN THE PROCESS
- BABY BOOMERS – THE FIRST CONSUMER GENERATION - ARE RETIRING MILLENIALS ARE SPENDING MORE – HARDER TO SERVE
- Technology is impacting consumer behaviour at a super fast rate
- WHERE DO THEY LOOK FOR ADVICE, INFORMATION AND INSPIRATION? WHAT SOURCES DO THEY USE MOST? TO WEBSITES FRIENDS ONLINE REVIEW SITES RESORT WEBSITES EMAIL NEWSLETTERS LEAST? INSTAGRAM 9% BLOGS 6% WHICH DO THEY CONSIDER MOST IMPORTANT? FRIENDS FAMILY ONLINE REVIEW SITES RESORT WEBSITES TOUR OPERATOR WEBSITES LEAST IMPORTANT INSTAGRAM TWITTER BLOGS RADIO WHICH DO THEY TRUST THE MOST? HIGHLY TRUSTED FRIENDS FAMILY ONLINE REVIEW SITES NEUTRAL NEWSPAPERS EMAIL NEWSLETTERS TOUR OPERATOR WEBSITES RESORT WEBSITES NOT TRUSTED AT ALL INSTGRAM TWITTER FACEBOOK WHAT DID THE INDUSTRY THINK? TOP 5 SOURCES OF INSPIRATION/INFORMATION? FRIENDS TOUR OPERATOR WEBSITES ONLINE REVIEW SITES FACEBOOK NEWSPAPERS TOP 5 SOURCES OF BUSINESS LAST SEASON? REPEAT CUSTOMERS REFERALLS ORGANIC TRAFFIC PPC AFFILATES
- FRIENDS 70% RESORT WEBSITES 50% TOUR OPERATOR WEBSITES 45% ONLINE REVIEW SITES 45%
- MAGAZINES HAVE INCREASED, NOW 30%
- NEWSPAPERS AND EMAIL NOW BOTH 20%, BIG FALL FOR EMAIL
- Facebook, Ski Shows and Instagram all similar percentage around 16%
- ANSWERED EITHER TRUST COMPLETELY OR A LOT FRIENDS 92% RESORTS 47% ONLINE REVIEW 46% TOUR OPS 35% MAGAZINES 36% SKI SHOWS 36% NEWSPAPERS 25% EMAIL 20% FACEBOOK 9% INSTAGRAM 9% TWITTER 5%
- UNDER 35’S FRIENDS 70% INSTAGRAM 51% RESORT WEBSITES 50% TOUR OPERATOR WEBSITES 45% ONLINE REVIEW SITES 45% FACEBOOK 31% EMAIL 24% MAGAZINES 19%
- AGREE OR STRONGLY AGREE FRIENDS 94% ONLINE REVIEW SITES 68% RESORT SITES 66% TO SITES 58% INSTAGRAM 52% MAGAZINES 39% FACEBOOK 39% EMAIL 31% TWITTER 10%
- ANSWERED EITHER TRUST COMPLETELY OR A LOT FRIENDS 97% RESORTS 47% ONLINE REVIEW 58% TOUR OPS 36% MAGAZINES 35% SKI SHOWS 38% INSTAGRAM 28% NEWSPAPERS 22% EMAIL 18% FACEBOOK 15% TWITTER 3% COMMENTS ABOUT SOCIAL MEDIA PROVIDING INSPIRATION BUT UNRELIABLE SO OTHER SOURCES NEEDED TO GET RELIABLE DETAIL….
- WHY PEOPLE BOOK? WHAT TRIGGERS A BOOKING? AVAILABILITY VALUE ADD OFFER DISCOUNT OFFER WHEN A FRIEND OR PARTNER RECOMMENDS TO BOOK WHEN I HEAR THE SNOW IS GOOD PREFER TO BOOK ONLINE 77% TELEPHONE 34% IN PERSON 33% MOBILE APP 10%
- WHY PEOPLE BOOK? WHAT TRIGGERS A BOOKING? AVAILABILITY VALUE ADD OFFER DISCOUNT OFFER WHEN A FRIEND OR PARTNER RECOMMENDS TO BOOK WHEN I HEAR THE SNOW IS GOOD PREFER TO BOOK ONLINE 77% TELEPHONE 34% IN PERSON 33% MOBILE APP 10%
- % IS AGREE OR STRONGLY AGREE PREFERRED BOOKING METHOD THE EXPERIENCE? ONLINE 4.5 OUT OF 5 MOBILE APP 3 OUT OF 5 FRIENDS AGAIN ARE STRONG TRIGGER WHY PEOPLE BOOK? 82% AVAILABILITY 77% DISCOUNT 75% GOOD SNOW 74% VALUE ADD E.G. LIFTPASS 45% FRIEND RECOMMENDATION 18% INSTAGRAM POST 11% FACEBOOK POST 15% EMAIL NEWSLETTER 15% ONLINE ARTICLE 2% TWEET WHAT TRIGGERS A BOOKING? AVAILABILITY VALUE ADD OFFER DISCOUNT OFFER WHEN A FRIEND OR PARTNER RECOMMENDS TO BOOK WHEN I HEAR THE SNOW IS GOOD PREFER TO BOOK ONLINE 77% TELEPHONE 34% IN PERSON 33% MOBILE APP 10%
- % IS AGREE OR STRONGLY AGREE PREFERRED BOOKING METHOD FRIENDS AGAIN ARE STRONG TRIGGER WHY PEOPLE BOOK? 82% AVAILABILITY 77% DISCOUNT 75% GOOD SNOW 74% VALUE ADD E.G. LIFTPASS 45% FRIEND RECOMMENDATION 18% INSTAGRAM POST 11% FACEBOOK POST 15% EMAIL NEWSLETTER 15% ONLINE ARTICLE 2% TWEET WHAT TRIGGERS A BOOKING? AVAILABILITY VALUE ADD OFFER DISCOUNT OFFER WHEN A FRIEND OR PARTNER RECOMMENDS TO BOOK WHEN I HEAR THE SNOW IS GOOD PREFER TO BOOK ONLINE 77% TELEPHONE 34% IN PERSON 33% MOBILE APP 10%
- % IS AGREE OR STRONGLY AGREE PREFERRED BOOKING METHOD FRIENDS AGAIN ARE STRONG TRIGGER WHY PEOPLE BOOK? 82% AVAILABILITY 77% DISCOUNT 75% GOOD SNOW 74% VALUE ADD E.G. LIFTPASS 45% FRIEND RECOMMENDATION 18% INSTAGRAM POST 11% FACEBOOK POST 15% EMAIL NEWSLETTER 15% ONLINE ARTICLE 2% TWEET WHAT TRIGGERS A BOOKING? AVAILABILITY VALUE ADD OFFER DISCOUNT OFFER WHEN A FRIEND OR PARTNER RECOMMENDS TO BOOK WHEN I HEAR THE SNOW IS GOOD PREFER TO BOOK ONLINE 77% TELEPHONE 34% IN PERSON 33% MOBILE APP 10%
- BOOKING TRIGGERS 2019 79% DISCOUNT 78% AVAILBILITY 66% VALUE ADD 64% SNOW 15% PRINT ARTICLE 13% EMAIL 5% INSTAGRAM 4% TWEET OVERALL REPUTATION CUSTOMER SERVICE EASE OF USE OF WEBSITE USED BEFORE RECOMMENDATION FROM FRIEND/FAMILY ONLINE REVIEWS WHY DID YOU CHOOSE TO BOOK WITHOUT A TOUR OPERATOR? Comments from the research Price (especially for extras such as ski schools TO’s are thought to be too expensive) only 23% booked everything with a TO Many just enjoy the process of booking everything themselves
- BOOKING TRIGGERS UNDER 35s 82% AVAILBILITY 79% DISCOUNT 76% VALUE ADD VS 66% 73% SNOW VS 64% 16% INSTAGRAM VS 5% 13% EMAIL SAME 4% PRINT ARTICLE VS 15% 4% TWEET OVERALL REPUTATION CUSTOMER SERVICE EASE OF USE OF WEBSITE USED BEFORE RECOMMENDATION FROM FRIEND/FAMILY ONLINE REVIEWS WHY DID YOU CHOOSE TO BOOK WITHOUT A TOUR OPERATOR? Comments from the research Price (especially for extras such as ski schools TO’s are thought to be too expensive) only 23% booked everything with a TO Many just enjoy the process of booking everything themselves
- DO SKIERS KNOW THE DIFFERENCE BETWEEN AN ORGANIC RESULT AND AN AD ON SEARCH RESULTS PAGE? 57% YES 43% NO DO THEY USE AN AD BLOCKER? 27% YES 42% NO
- CHANGE OF 6%, WHEN WE LOOKED AT THE UNDER 35’S LAST YEAR THE NUMBER OF NO’S WAS IN THE 20’S YOY THAT’S FAST CHANGE
- CHANGE OF 6%, WHEN WE LOOKED AT THE UNDER 35’S LAST YEAR THE NUMBER OF NO’S WAS IN THE 20’S YOY THAT’S FAST CHANGE
- CHANGE OF 6%, WHEN WE LOOKED AT THE UNDER 35’S LAST YEAR THE NUMBER OF NO’S WAS IN THE 20’S YOY THAT’S FAST CHANGE
- CHANGE OF 6%, WHEN WE LOOKED AT THE UNDER 35’S LAST YEAR THE NUMBER OF NO’S WAS IN THE 20’S YOY THAT’S FAST CHANGE
- MAIN SAMPLE WAS MUCH HIGHER IN TECH, LOWER IN DAMAGE SMASH THEM UNTIL THEY DIE!!! TO ACTUALLY OWN SOME!
- DECLINE OF 3% IN £1000+ DECLINE OF 7% IN £751 - £100 INCREASE IN 10% OF UNDER £750 SPEND
- 2 YEARS AGO AIRBNB WAS 10% AIRBNB 80 BILLION IN SALES SINCE STARTED In a move heavily anticipated by Wall Street, Airbnb has announced it will go public next year. The home-sharing rental startup was last privately valued at $31 billion in September 2017.
- AIRBNB 80 BILLION IN SALES SINCE STARTED In a move heavily anticipated by Wall Street, Airbnb has announced it will go public next year. The home-sharing rental startup was last privately valued at $31 billion in September 2017. 31% 3 STAR HOTELS 21% LUXURY APARTMENT 19% 5 STAR HOTEL 3% 2 STAR HOTELS
- HOW MUCH DO THEY SPEND? ON A WEEK 39% LESS THAN £750 39% £751 - £1000 21% OVER £1000 ON A SHORT BREAK (4 NIGHTS OR LESS) 34% LESS THAN £300 26% £301 - £450 30% £450 - £750 11% OVER £750 HOW MUCH DO THEY TYPICALLY SPEND ON A NON-SKI HOLIDAY? 55% LESS THAN £750 26% £751 - £1000 19% OVER £1000 HOW MANY NON SKI HOLIDAYS DO THEY TAKE A YEAR? 54% 2 OR MORE DO YOU GO ON A WINTER HOLIDAY OTHER THAN SKIING? 14% YES
- HOW MUCH DO THEY SPEND? ON A WEEK 39% LESS THAN £750 39% £751 - £1000 21% OVER £1000 ON A SHORT BREAK (4 NIGHTS OR LESS) 34% LESS THAN £300 26% £301 - £450 30% £450 - £750 11% OVER £750 HOW MUCH DO THEY TYPICALLY SPEND ON A NON-SKI HOLIDAY? 55% LESS THAN £750 26% £751 - £1000 19% OVER £1000 HOW MANY NON SKI HOLIDAYS DO THEY TAKE A YEAR? 54% 2 OR MORE DO YOU GO ON A WINTER HOLIDAY OTHER THAN SKIING? 14% YES
- DECLINE OF 3% IN £1000+ DECLINE OF 7% IN £751 - £100 INCREASE IN 10% OF UNDER £750 SPEND
- VALUE EASE UNLIMITED FOOD AND DRINK EXCHANGE RATES ENTERTAINMENT
- 2019 WINTER UNDER 35’S 2019 SUMMER ALL DATA 34% BETWEEN 3 AND 6 MONTHS 24% MORE THAN 6 MONTHS 37% LESS THAN 3 MONTHS 49% LESS THAN A MONTH BIG SHIFT, LAST YEAR ALMOST 10% MORE WERE BOOKING EARLY, FAR LESS WERE BOOKING LATE 2018 ALL DATA 54% BETWEEN 3 AND 6 MONTHS 33% MORE THAN 6 MONTHS 21% LESS THAN 3 MONTHS 34% LESS THAN A MONTH
- 2019 WINTER UNDER 35’S BOOKING LATER
- 2018 MINTEL found 54% package holiday vs 46% independent We found in 2017 47% booked everything independently 2018 42% booked everything independently 2019 37% booked everything indepdently NOT AS BIG A SHIFT AS FOR SUMMER Shift toward tour ops this year. Why? Some comments from the research: - Cheaper, easier, they support you if things go wrong - Last point was most cited, does more snow = more concern = more tour op bookings? Maybe WHY SOME STILL BOOK INDEPENDETLY 54% PRICE 38% KNOWLEDGE 35% CAN’T FIND DATES OR WANT A SHORT BREAK 34% ONLINE BOOKING 28% CAN’T FIND ACCOM 19% TO COLLAPSE 70% JUST PREFER
- 34% UNDER 35’S BOOKED EVERYTHING INDEPENDENTLY MINTEL 46% independent 2017 we found last year 47% booked everything independently 2018 we found 42% booked everything independently This years data suggests a shift again toward TO bookings Shift toward tour ops last year. Why? Some comments from the research: - Cheaper, easier, they support you if things go wrong Last point was most cited, does more snow = more concern = more tour op bookings? Maybe Brexit uncertainty? Price (especially for extras such as ski schools TO’s are thought to be too expensive) only 23% booked everything with a TO Many just enjoy the process of booking everything themselves
- MOST IMPORTANT FACTORS DETERMINING WHICH TOUR OPERATOR YOU USED? PRICE AVAILBILITY OVERALL REPUTATION CUSTOMER SERVICE EASE OF USE OF WEBSITE USED BEFORE RECOMMENDATION FROM FRIEND/FAMILY ONLINE REVIEWS WHY DID YOU CHOOSE TO BOOK WITHOUT A TOUR OPERATOR? Comments from the research Price (especially for extras such as ski schools TO’s are thought to be too expensive) only 23% booked everything with a TO Many just enjoy the process of booking everything themselves
- MOST IMPORTANT FACTORS DETERMINING WHICH TOUR OPERATOR YOU USED? EASE OF USE OF WEBSITE CLIMBING FLEXIBILITY CLIMBING ONLINE REVIEWS DROPPED OUT OF TOP 8 82% OF RESPONDENTS MORE LIKELY TO BOOK WTH A TO THAT IS ATOL BONDED 69% OF RESPONDENTS MORE LIKELY TO BOOK WTH A TO THAT IS AN AITO MEMBER 63% OF RESPONDENTS MORE LIKELY TO BOOK WTH A TO THAT OFFERS FLEXIBLE DURATIONS
- 89% PRICE 79% USED BEFORE 77% RECOMMEND FROM FRIENDS 77% AVAILABILITY 70% OVERALL REPUTAITON 65% EASE OF USE OF WEBSITE 62% ONLINE REVIEWS 58% CUSTOMER SERVICE 47% FLEXIBILITY 12% SOCIAL MEDIA
- PRICE 77% PREFER IT 55% SHORT BREAKS 29% DATES 27% KNOW MORE 24% WORRY ABOUT TO COLLAPSE 12%
- FLEXIBLE DURATIONS 66% AWARD WINNING 25%, 16%
- WHAT DO CONSUMERS CARE ABOUT? 2017 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE QUALITY OF ACCOMMODATION TRANSFER TIME 6TH: HOW BUSY THE SLOPES ARE 7TH: SKI IN SKI OUT CONVENIENCE 2018 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE TRANSFER TIME QUALITY OF ACCOMMODATION 6TH SKI SCHOOL 7TH APRES SKI SKI IN SKI OUT DROPS TO 11 HOW BUSY THE SLOPES ARE DROPS TO 12 LAST WAS THE TOUR OPERATOR IN 16TH PLACE TOUR OPERATOR STILL 16TH THIS YEAR… WHAT DOES THE INDUSTRY THINK? ALTITUDE PRICE SIZE OF SKI AREA/SKI IN SKI OUT CONVENIENCE QUALITY OF ACCOMMODATION SO 4/5 MATCHES IS GOOD, BUT SKI IN/SKI OUT IS AN OUTLIER
- WHAT DO CONSUMERS CARE ABOUT? 2017 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE QUALITY OF ACCOMMODATION TRANSFER TIME 6TH: HOW BUSY THE SLOPES ARE 7TH: SKI IN SKI OUT CONVENIENCE 2018 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE TRANSFER TIME QUALITY OF ACCOMMODATION 6TH SKI SCHOOL 7TH APRES SKI SKI IN SKI OUT DROPS TO 11 HOW BUSY THE SLOPES ARE DROPS TO 12 LAST WAS THE TOUR OPERATOR IN 16TH PLACE TOUR OPERATOR STILL 16TH THIS YEAR… WHAT DOES THE INDUSTRY THINK? ALTITUDE PRICE SIZE OF SKI AREA/SKI IN SKI OUT CONVENIENCE QUALITY OF ACCOMMODATION SO 4/5 MATCHES IS GOOD, BUT SKI IN/SKI OUT IS AN OUTLIER
- WHERE DID THEY SKI? 6% BULGARIA 6% FRENCH PYRENEES 3% ANDORRA 3% CANADA 3% JAPAN 3% NORWAY 3% SCOTLAND 3% SLOVENIA 3% SPANISH PYRENEES 3% SWEDEN 1% USA 15% NOWHERE WHERE WILL THEY SKI NEXT SEASON 6% BULGARIA 6% ANDORRA 3% FRENCH PYRENEES 3% JAPAN 3% NORWAY 3% SCOTLAND 3% SPANISH PYRENEES 3% SWEDEN 3% USA WHERE WOULD THEY MOST LIKE TO SKI ONE DAY? 31% CANADA 13% JAPAN 9% FRENCH PYRENEES 6% FINLAND 6% FRANCE 6% NEW ZEALAND 6% NORWAY 6% USA 3% ITALY 3% ARGENTINA 3% SLOVENIA 3% SCOTLAND 3% SWEDEN
- WHERE DID THEY SKI? 6% BULGARIA 6% FRENCH PYRENEES 3% ANDORRA 3% CANADA 3% JAPAN 3% NORWAY 3% SCOTLAND 3% SLOVENIA 3% SPANISH PYRENEES 3% SWEDEN 1% USA 15% NOWHERE WHERE WILL THEY SKI NEXT SEASON 6% BULGARIA 6% ANDORRA 3% FRENCH PYRENEES 3% JAPAN 3% NORWAY 3% SCOTLAND 3% SPANISH PYRENEES 3% SWEDEN 3% USA WHERE WOULD THEY MOST LIKE TO SKI ONE DAY? 31% CANADA 13% JAPAN 9% FRENCH PYRENEES 6% FINLAND 6% FRANCE 6% NEW ZEALAND 6% NORWAY 6% USA 3% ITALY 3% ARGENTINA 3% SLOVENIA 3% SCOTLAND 3% SWEDEN
- RATED GOOD OR EXCELLENT FRANCE VISITED OVERALL QUALITY OF SKIING 93 QUALITY/RELIABILITY OF SNOW 93 OVERALL RATING 88 FOOD 76 VALUE FOR MONEY 43
- FAMILIES 34% LESS OVERALL QUALITY OF SKIING 31% LESS OVERALL RATING 32% LESS QUALITY OF SNOW ONLY 15% LESS
- FAMILES 34 QUALITY OF SKIING 31
- QUALITY/RELIABILITY OF SNOW 93% OVERALL QUALITY OF SKIING 89% ACCOMMODATION 77% VALUE FOR MONEY 14%
- OVERALL QUALITY OF SKIING 29% LESS VALUE FOR MONEY ONLY 5% DIFFERENCE
- FAMILES 34 QUALITY OF SKIING 31
- FOOD 90% QUALITY OF SKIING 80% VALUE FOR MONEY 77%
- OVERALL RATING 44% LESS VALUE FOR MONEY 43% QUALITY OF SKIING 38% LESS FAMILIES 37% LESS FOOD 36% LESS
- FAMILES 34 QUALITY OF SKIING 31
- OVERALL QUALITY OF SKIING 92 OVERALL RATING 91 HIGHEST OF ALL ALPINE NATIONS
- SOME BIG DROPS OVERALL RATING 40% LESS ACCOMODATION 38% LESS FOOD 37% LESS QUALITY OF SKIING 34% LESS
- FAMILES 34 QUALITY OF SKIING 31
- RELIABILTY OF SNOW 97% OVERALL QUALITY OF SKIING 91% OVERALL RATING 90
- SMALLER DROPS BIGGEST FOOD LESS 30% VALUE FOR MONEY LESS 25% OVERALL RATING LESS 25%, 15% LESS THAN AUSTRIA, 19% LESS THAN ITALY
- FAMILES 34 QUALITY OF SKIING 31
- FAMILES 34 QUALITY OF SKIING 31
- SIGNIFCANT UP SLIGHTLY NONE AT ALL LOWER THAN 18/19 BUT UP ON MAY
- SIGNIFICANT UNCHANGED SOME ALMOST TREBLED NONE AT ALL HAS HALVED
- SIGNIFICANT LESS SOME IS MASSIVELY UP NONE AT ALL HAS ALMOST HALVED
- AGAIN NOT A BIG CHANGE IN SIGNIFICANT, BUT A BIG CHANGE IN SOME IMPACT
- ABOUT NEXT SEASON MORE OR LESS SNOW? 31% MORE 65% SAME 4% LESS OUR INDUSTRY SURVEY SAID 46% WANT LESS SNOW BOOKED YET? 73% NO 27% YES DOES THE GOOD SNOW FROM LAST YEAR MEAN YOU HAVE/WILL BOOK EARLIER THAN LAST YEAR 16% YES 84% NO
- UP 5% ON LAST YEAR FOR SNOWDOMES UP 10% FOR DRYSLOPES
- 2% CHEAPER 28% SAME 70% MORE EXPENSIVE
- OFFERED 20 RANKING FACTORS CLIMATE CHANGE WAS SECOND TO LAST VERY LAST WAS TRAVEL REGULATION CHANGES POST BREXIT BREXIT CONCERNS HAVE ALL INCREASED SINCE OUR FEB 1 SURVEY 1 SNOW 2.21 2 PERSONAL FINANCES 2.57 3 FITNESS 5.39 4 INJURY 5.68 5 BREXIT IN GENERAL 6 6 TOUR OPERATOR SECURITY (TOUR OPERATORS GOING BUST) 7.04 7 TRAVEL INSURANCE POST BREXIT 7.43 8 DATA ROAMING POST BREXIT 9.21 9 EHIC CARDS BECOMING INVALID POST BREXIT 9.64 10 EXCHANGE RATES 10.21 11 DRIVING IN EUROPE POST BREXIT 10.32 12 AIRLINE OPERATIONS POST BREXIT 10.54 13 JOB SECURITY 11.5 14 CLIMATE CHANGE 12.21 15 TOUR OPERATOR DISCOUNTS 12.21 16 TRAVEL REGULATION CHANGES POST BREXIT 13.82
- TO TAKE ADVANTAGE OF OPPORTUNITY YOU NEED TO SEE THE FUTURE OUR RESEARCH IS NOT JUST ABOUT WHAT CONSUMERS DID, WE ARE TRYING TO SEE WHAT THEY MIGHT DO