Skiing is no longer just about the trusty hot-chocolate-and-raclette après-ski model of yesteryear, but about health, wellness and that much-needed dose of hygge, according to all-inclusive holiday provider, Club Med’s 2016/17 ski study.

The study also revealed that this new attitude is getting so ingrained that holidaymakers are preparing to get their minds and bodies prepped before they go on holiday, with nearly half (46%) of respondents admit to ramping up their fitness regimes in the run up to their 2016/17 ski trip.

More than one in ten (13%) even go as far as changing their diets before hitting the slopes, with nearly all skiers (95%) seeing their snow holiday as a chance to get their exercise in.

But this new desire isn’t just about kick-starting their fitness regimes, as the study reveals that skiers are looking for an altogether different kind of package that gives them a wellness, health and relaxation fix.

Two thirds (68%) of snow enthusiasts confirm that the availability of spa/wellness facilities is important to them when deciding which resort to go to, and more than a third (35%) state they’ve previously made use of wellness offerings during past ski holidays.

A snow escape is also a great way to leave everyday life behind and recharge batteries for 93% of people, with almost nine in ten holidaymakers (86%) using it as an opportunity to connect with nature and clear their minds. Over two thirds (68%) see their ski holiday as a way to relax, with 63% of those looking to go skiing in the future seeing relaxation as part of a snow escape’s appeal.

Findings from the operator's Ski report on wellness reflect an overall change in consumer behaviour highlighting that wellness has become a way of life rather than just a trend. This goes hand-in-hand with the 2016 State of the UK Fitness Industry Report, which states that, ‘For the first time ever, member numbers have exceeded nine million, with one in every seven people in the UK a member of a gym.’

In recent years, holidaymakers are seeking more than just snow when travelling to the mountains.

This is also reflected in one of the biggest trends of last year, the Danish art of Hygge, which is often translated into English as ‘cosiness’, and ‘enjoying the good things in life with good people.’ Increasingly, people visit resorts in large groups: almost two thirds (59%) of ski parties in the last two years went with at least one non-skier and nearly a third (29%) went with someone who did not ski at all. Spectacular scenery, multiple snow and non-snow based activities and authentic alpine cuisine means ski resorts have something for everyone.

The company's UK, Ireland and Scandinavia MD, Estelle Giraudeau, said: “Our 2016/17 ski report findings show an increasing demand for ski holidays to be all encompassing, providing action and excitement alongside wellness, relaxation and health. This is also reflected in our holiday bookings, with people enquiring about the different service facilities available, for example spa availability, as well as activities for non-skiers to. We can only see this getting more important over time as people have a desire to take care of their health and wellbeing.”

For more information on the operator's ski packages and resorts visit

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