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Saturday 5 October 2013

SKI SEASON 2013/14: THE BRITISH MARKET

The most comprehensive survey of the British market comes courtesy of the annual Crystal Ski Report, which is now building up a really useful set of trend data.

The good news this year is that the worst appears to be over.  The total number of skiers last season is put at 899,700, up 1% on the previous year, and the first rise since 2007/8.

This will prompt a glass of crémant de Savoie rather than champagne; the numbers remain far below pre-Crash levels.  Back in 2007/8, some 1,227,000 Brits went on skiing holidays.

Still building in Les Arcs...
Big changes to the Chantel area are
planned for 2014/15

France remains its prominent market share, with Austria consolidating and the Swiss starting to get their house in order.

North America is down, although apparently this is the result of a decline in attractiveness of the US; Canada is apparently improving, on the back of some marketing "momentum",

The student market is up slightly; school ski trips are going in the other direction. Bulgaria is down, following Inghams' withdrawal from the country.

The market share figures are as follows (2011/12 in brackets):

FRANCE: 34.8 (34.6)
AUSTRIA: 28.2 (27.9)
ITALY: 15.2 (15.4)
Andorra: 6.6 (6.5)
Switzerland: 5.5 (4.9)
N. America: 4.0 (4.5)
Bulgaria: 2.4 (2.7)

The trends since 2006/7 are instructive (more here).  In a declining market....

  • North America's share has halved, from 7.9% to 4.0%
  • Austria is up from 19.0% to 28.2%
  • Italy is also up, albeit to a lesser extent: from 13.8% to 15.2% 

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