Research from a new SkiBase Report has revealed that demand in the ski market is being sustained by experienced, mature skiers, providing an opportunity for commercial organisations to look to the future by actively engaging and encouraging new prospective customers to ski.
The new survey, which examined the prospects of the ski industry, found that mature skiers were taking advantage of the cheaper euro to head off on one or even two ski holidays in a single season.
The research also found that one of the major reasons people gave for not skiing was cost, which the report says is partly due to the fact that disposable incomes have been squeezed in the past few years and the perception continues to be that skiing is too expensive.
Roy Barker, director of SPIKE, which carried out the research, said: “Overall, skiers are saying they intend to take more ski holidays over the next five years. We wouldn’t interpret that is saying the market is set to boom, but longer-term it shows the ski market is in good shape for the future.”
More than 18,000 people took part in the survey, which quizzed respondents about every aspect of their skiing habits.
Italy was chosen as the top quality skiing destination by UK skiers, narrowly beating France. The survey also asked people to give overall ratings for accommodation, value for money, restaurants and bars, lifts and activities outside skiing.
The results showed that France had the most loyal skiers, with more than 74% of people who skied there saying they were likely to choose the country for their next winter break.
The US and Canada were given the top score when it came to the quality of entertainment and bars, while Andorra and Austria also scored highly.
Eastern Europe scored the lowest when it came to the perception of quality among respondents, although it scored highly when it came to value for money. Switzerland was rated as the least value for money, while Canada’s Whistler resort was considered the best overall ski resort in the world, with a satisfaction score of 72.9%.