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Snowsports
Analysis 08

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Welcome to the The snowsports market
2008 Snowsports Overview
 The snowsports travel market witnessed
continued growth during the 2007/8 season
Tour operator market
 The tour operator market witnessed year on year
growth, experiencing the largest percentage rise

Analysis compiled by the  There was a 3% rise in the total snowsports travel
market with growth in both the tour operator and
independent travel sectors
since 2001/2, despite poor pre-season sales. This
increase may have been fuelled by skiers looking
for the convenience of a package holiday, as well as
a result of the overall market experiencing growth

Ski Club Contents

 The total number of people going on a ski
holiday rose to 1.35 million in 2007/8
 The tour operator market grew by almost 3% and Independent market

of Great Britain The snowsports market 3 the independent sector by over 3%

Overview
General market
Tour operator market
This report aims to give an overview of the Independent market
UK snowsports market using empirical research
Total snowsports travel market
Buying a snowsports holiday
from UK tour operators combined with a variety & snowsports equipment
of other third-party data sources. Buying a snowsports holiday
Average cost of a snowsports holiday
UK hardware market
The Snowsports Other data sources The snowsports holiday
Analysis profile used in the Accommodation
Length of holiday
 The growth in the independent market slowed
 Since 2000/1 the snowsports travel market has last season to the smallest increase since
grown by almost 23% 2001/2. Some low cost airlines have reduced
their flights on ski routes and tour operator
packages often rival the price of independent ski
General market holidays. Both these factors may have impacted
 2007/8 was a bumper season despite slow the slowed growth of this sector
4 pre-season sales caused by the challenging snow
conditions experienced across Europe during the Total snowsports travel market 2000-2008
2006/7 season Year Number of passengers Total % Increase
 Heavy snowfalls at the start of December
6 signaled the start of a great season for snow, and
2007/8 316,000 1,037,000 1,353,000
+ 3%
fresh snowfalls hit the mountains in Europe and 2006/7 305,000 1,008,000 1,313,000

 Independent and unbiased

Snowsports Analysis Transport
North America throughout the season
2005/6 278,000 991,000 1,269,000
+ 3.4%

+ 3.3%
 Uses comparative data from the last  SIGB Trade Survey 06-07 Countries and resorts 8 2004/5 259,000 970,000 1,229,000
eight seasons  Scottish skier days 2007-8, Individual Domestic snowsports 10 + 2.0%
2003/4 244,000 961,000 1,205,000
 Uses data from both large and smaller Scottish resorts Scottish resorts
+ 1.4%
independent tour operators  Crystal Ski Industry Report 2008 Artificial slopes
2002/3 235,000 954,000 1,189,000
Racing and riders + 2.5%
 Is ideal for market planning and industry  Eurostar Ski Train passenger figures 2007-8
comment Disciplines and standards 12 2001/2 210,000 950,000 1,160,000
+ 2.3%
 Published by the independent, not-for-profit Gender 14 2000/1 205,000 897,000 1,102,000
organisation, The Ski Club of Great Britain The future 15 Independent traveller Tour operator
Ski Club of Great Britain 15 The total snowsports market refers to the number of people travelling with tour operators plus those
2 Ski Club of Great Britain who have travelled independently. Ski Club of Great Britain 3
 2001-2008
The average cost of The average cost of a snowsports holiday
Buying a a snowsports holiday
 The average cost of a snowsports holiday
700

snowsports increased year on year, reversing the

trend from the previous two seasons.
Excellent snowfalls throughout the
690
680

holiday & winter meant that fewer holidays had to 670

be reduced in price to make the sale. £667
660 £664

Cost in £s
This was different to the previous two
seasons when there were a lot of £651 £648
650

snowsports discounted holidays on offer due to

varied snow cover
 The exchange rate from Pound to Euro
640
630
£642
£645

equipment last season was poor and this also

affected the overall holiday price 620
610
£615

600 2004/5 2005/6 2006/7 2007/8

2001/2 2002/3 2003/4
Buying a
snowsports holiday Buying a snowsports holiday 2003-2008
 Telephone booking is still the most important
method for skiers and boarders wishing to head to 2007/8 47% 22% 7% 9% 14% 1%
UK hardware market
the mountains  The value of the hardware market decreased UK snowsports hardware retail
 The number of people booking snowsports for the 2007/8 season. The ski product market 2001-2008
2006/7 46% 22% 7% 12% 12% 1% 2007/8 £35,702,604
holidays over the internet continues to rise as market showed further growth over the
more ski companies than ever before provide an 2006/7 season but the snowboard product 2006/7 £36,376,744
online booking facility. This method of booking 2005/6 45% 21% 8% 16% 9% 1% market witnessed a 27% decrease year on
2005/6 £35,854,411
sees the most significant increase over all other year, which adversely affected the overall
booking methods hardware retail market total 2004/5 £37,049,939
2004/5 43% 21% 8% 18% 8% 2%  The Snowsports Industries of Great Britain 2003/4 £30,705,646
 The high street travel agents continue to see a
decline in their popularity (SIGB) estimates that the total UK 2002/3 £30,226,805
snowsports market for clothing, accessories
2003/4 36% 22% 7% 25% 8% 2% 2001/2 £28,305,079
and hardware is £510 million, down 2% on
2006/7 figures (SIGB trade survey 2001-2008)

Phone Ski Agency Email High Street Online Other

4 Ski Club of Great Britain Ski Club of Great Britain 5

 Accommodation 2002-2008 Length of holiday
The snowsports Transport
37% 2007/8
 Weekends saw a drop in popularity. This could be
Catered 37% 2006/7
attributed to the relative expense of a dominant
chalet 37% 2005/6
snowsports weekend. The decline could be due to  Flights still hold the
g on a
38% share for people travellin

holiday
2004/5
the lack of availability of beds for weekends at y
34% 2003/4 sno wsp orts hol ida
key times of the season
35% 2002/3
 Use of trains increas
ed despite a
 Seven day stays are up 1% year on year r Ski Train
31% 2007/8 slight dro p in Eurosta
and this is still dominating the snowsports s. Eur ostar
32% 2006/7 passen ger num ber
Hotel holiday market taking 76% of the market share in 2007/8
33% 2005/6 operated 4 fewer ski trains
son.
30% 2004/5 than during the 2006/7 sea
33% Length of holiday 2002-2008 s was due to Eas ter falling so early
2003/4 Thi
stops the Ski
33% 2002/3 as Eurostar traditionally
Easter bre ak
81% 81% 78% Trains after the
20% 2007/8 76% 75% 76%
Self catered 19% 2006/7
apartment 17% 2005/6
17% 2004/5
19% 2003/4
19% 2002/3 17%
13% 13% 13% 15% 16%
4% 5% 6% 6% 5% 5%
4% 2007/8
1% 1% 3% 3% 3% 3%
Club hotel 4% 2006/7
5% 2005/6 2002/3 2003/4 2004/5 2005/6 2006/7 2007/8
6%
10%
2004/5
7 Days Weekend Other 14 Days Number of passengers
2003/4
10% 2002/3 Transport 2003-2008 carried by Eurostar
Winter 2002-2008
6% 2007/8 2007/8 73% 5% 6% 13% 2%1%
Accommodation Self catered 6% 2006/7 2007/8 30,800
chalet 6% 2005/6
 The catered chalet maintains its 2006/7 73% 4%6% 14% 2%1%
6% 2004/5 2006/7 30,934
dominance in the UK snowsports market 4% 2003/4
with a 37% market share 3% 2002/3 2005/6 72% 3% 7% 15% 2%1% 2005/6 30,541
 The self-catered apartment saw a 1% rise
2% 2007/8
2004/5
33,700
year on year which may be a result of 2004/5 71% 6% 5% 14% 3%1%
Other 2% 2006/7
more independent travellers seeking 37,500
2% 2005/6 2003/4
flexible accommodation
3% 2004/5 2003/4 72% 7% 6% 13% 1%1%
NA 2003/4
35,500
2002/3
NA 2002/3
Flight Train Coach Self-Drive Fly-Drive Other

6 Ski Club of Great Britain Ski Club of Great Britain 7

 Countries Countries
2007/8 2006/7

Resorts
Top 5 resorts in Europe and North America
Countries Canada

& resorts Banff

Fernie
Lake Louise
Tremblant Austria

questionnaire returns.
Whistler Switzerland Kitzbühel
Davos Lech
Countries Grindelwald Mayrhofen
 France remains the USA Saas Fee St Anton
e
market leader quite
significantly, although the Aspen Franc vel Verbier Zell am See
per ou rc he Zermatt
market share remained sta centage C
gne

Source: Ski Club of Great Britain UK tour operator

Breckenridge P la
tic. France’s Countries Countries La Italy
popularity is partly fuelled Jackson Hole l
prevalence of ski-to-door
by the
2005/6 2004/5 Mér eib
Cervinia
Keystone e
altitude snow-sure location
and high Morzin re Cortina
s. France is Vail l d ’Isè
Va r
also easy to get to for UK
holidaymakers Cou ayeu
rm
and the number of tour ope Livigno
rator beds ulx
contributes to this continu
ed trend Sauze d’O
 Bulgaria and Andorra
have bot
drop in popularity. This cou h seen a
ld be
attributed to relatively poo
r snowfalls over
the last two seasons com
pared with the
other major skiing destina
tions
 The ‘Other’ sector aga
in saw a rise in market
share and this is partly due
to the increased
interest in alternative loca
tions including
Finland, Japan and Spain

8 Ski Club of Great Britain Ski Club of Great Britain 9

 Racing an
Scottish resorts  The Bri
d riders
tish Sk
hard whilst i and Snowboard Te
 Last season was a good seas battling ag ams conti
on for the Scottish in 2007/8 nu
resorts with the greatest number of were varied ainst reduced fundin e to train
visitors since by injuries with some g.
the 2001/2 season. The amount of key athlete Results
people visiting s affected
the Scottish resorts for snowsports  Ed Dra
more than ke bec
doubled compared to the previous
season. Although Chemmy A ame British Champ
lc ion
the snow cover in Scotland last seas Sarsfield h ott took first place fo in April and
on may not ad a stron
have been deep all season, the cold is ranked 4 g ski cross r the ladies. Emily
and snowy th seas
spells did more than enough to attra McKenna fi in the world in snow on and Zoe Gillings
ct visitors to n b
the delights of our homeland skiin standings ished the season 9th oard cross. Lesley
g scene for snowboa in the Wor

Domestics
currently ra rd halfpipe ld
 The Scottish resorts had good nked 28th and Dan W Cup
representation in the in the wor akeham is
national press last season. This may  2008/9 ld
have impacted is a ke
the number of visitors to the resorts up to the W y season for the Bri

snowsport
by raising inter Olym ti
awareness about snow conditions pics at Van sh teams in the lead
couver in 2
010

es to attract the greate

st
slopes
 Cairngorm continu
number of skiers to the ir slop es, attracting more Artificial and dry slope scene inowthspe orUKts.
12000 orts fans heading to the door snow t more people to sn ed in
118,000
Scottish skier days 2000-2008 than a third of all snowsp second in popularity  The in ac en
11000 111,000 Scottish resorts. Glensh
ee is
n tinues to attre door snow slope op d has
h aro und a qua rter of the overall market share. co
hill Fa ct or in
last se as on an
10000 wit
est growth in numbers The C th e start of ow slope
9000 Glenshee also saw the larg h a 360% growth ter at
Manches popular. A new in d oo r sn
op en in
us sea son wit ry led to
since the previo proved ve is schedu
8000 empstead t on a new
year on year at Hemel H ilding work will star me year
81,400

son d bu e sa
7000 ncoe also ended the sea 2009 an
e at Wyco
mbe in th
 Nevis Range and Gle
snow centr es
64,004
bling r snow slop
area

6000 62,685 tha n dou

62,000 on a high by more t of more indoo owsports
55,401 58,500 ce the m en
5000 their visitor numbers sin elop for the UK
sn
54,646 55,586
 This dev
Source: Individual Scottish ski

55,000
50,636
Lec ht e positive d indoor
4000 37,111
44,800 previous sea son . The
Popularit can only b whole. Dry slopes an art of the UK
also witnessed growth at a t p
42,460 as n
3000 35,893 34,842 36,000 38,553 39,007 the Scot y of industry are a very
importa
new people
27,471 37% year on year
resorts m h tis snow slopes ene, promoting to t a go
2000 sc or
snowsports them to give the sp
19,795 25,252 23,021
than dou ore
18,354 20,885 22,303 23,000
g
and allowin
18,338 18,430 13,200
1000
last seasbled
18,061
10,836 12,000 16,623 11,149
7,557 7,000 8,521
0 7,300 on
2000/1 2001/2 2002/3 200
3/4 2004/5 2005/6 2006/7
Cairngorm Nevis Range 2007/8
Glencoe Glenshee The Lecht
10 Ski Club of Great Britain Ski Club of Great Britain 11
 Disciplines 2001-2008
Ski 78% 2007/8
78% 2006/7 Skiing standard 2003-2008
77% 2005/6 Standards th for skiing an and
d
an overall grow

Disciplines
55%
77% 2004/5
 Last season th e in te rm ediate 53%
witnessed in ther than
boarding was ggests that ra
50%
76% 2003/4 48% 50%

va nc ed ca te gories. This su they are

ad out,
76% 2002/3 ders dropping ued advances
skiers and boar ove or, with contin
75% im pr accessible,

s
2001/2
continuing to

d
rra in

r
or e te

a t making m

d
than

& stan Board 17%

16%
17%
2007/8
2006/7
2005/6
in ski equipmen selves as a higher category
us er s class
they used to
 Th e begi nn
ify

er
them

se ctor declined fo
va
r both disciplin
nc ed ca te go
es
ries
28%

17%
25%
22%
27%
23%
28%
24%
26%
24%

ediate and ad
18% 2004/5 while the interm t challenges for the UK
bi gges people
rose. On e of to attract new 2003/4
dustry is to try
21% 2003/4 2004/5 2005/6 2006/7
Disciplines snowsports in
2007/8

into the sport

21% 2002/3 Beginner Intermediate Advanced
 Skiing continues to dominate 20%
the market with 2001/2
over three quarters of all people trave
lling to
ski on holiday. The popularity of skiin 3-2008
helped by the continued developm
g is Non-ski 3% 2007/8
Snowboarding standard 200
ent of ski 3% 2006/7
and boot technology and the fact that
skiing is
perceived to be cool again 3% 2005/6 53% 51%
52%

2% 2004/5 48%
 Snowboarding again witnessed 48%
some growth
last season at the expense of the ‘othe 2% 2003/4
r’ market
category. This ‘other’ sector incorpora 3% 2002/3
tes many 35%
disciplines including telemark, ski boar 34%
d/ 5% 2001/2 27%
27% 24%
snowblade and cross country skiing 24%
22%
20%
Other 2% 2007/8 18% 17%

3% 2006/7

3% 2005/6
2007/8
2005/6 2006/7
3% 2004/5 2003/4 2004/5

1% 2003/4
Intermediate Advanced
Beginner
0% 2002/3
0% 2001/2

12 Ski Club of Great Britain Ski Club of Great Britain 13

 Gender The future The Ski Club
of Great Britain
Challenges Looking Forward  The Ski Club of Great Britain is an
independent, not-for-profit Club that
 Last season there
was a 1% rise Airlines The resilience of currently has just over 34,000 members. The
in the number of female Club exists to make snowsports more
and snowboarding com
s skiing  The increasing cost of flights to Europe and
North America will impact the cost of a
snowsports accessible, cheaper and even more exciting
pared with  Skiers and snowboarders are passionate about
the number of males, brin snowsports holiday for its members by providing information,
ging their snowsports holiday. Many people are
the split closer to a 50/ discounts, events and Ski Club reps in 37
50 mix.  Many airlines already charge for extras on reluctant to forego their snowsports holiday and
The UK snowsports ind resorts. The Ski Club enjoys a positive
ustry flights, including ski carriage, and the trend may it often takes precedence over a summer
continues to fuel this gro relationship with all sectors of the
wing be towards more airlines bringing in charges for holiday. This defiant attitude of skiers and
trend by offering more snowsports industry both nationally and
female- carrying skis and snowboards boarders makes snowsports holidays more
specific products includ internationally, ensuring that as an
ing  It remains to be seen as to whether more airlines resilient to financially difficult times than
equipment and clothin organisation the Club is in prime position to
g as well summer holidays
as offering women-only will suffer the same fate as XL Airlines and Zoom provide an informative industry overview.
courses Airlines who went into liquidation in September
and holidays  Despite the challenges facing the industry this  Over 34,000 individual members
2008. Fewer airlines servicing ski routes will coming season it is anticipated that the
mean less competition, potentially resulting in  Over 130 affiliated ski holiday companies
snowsports market will remain buoyant
more expensive flights  Over 700 affiliated UK retailers

Financial climate Attracting new people  Over 1,000 affiliated retailers abroad
 The UK snowsports industry is looking at the  37 European and North American Ski Club
 Due to the current financial situation people steps needed to attract new people to rep resorts
have less disposable income, which may impact snowsports. Freshers Ski Week is one such
Gender 2001-2008 their decision to take a ski holiday or not, or initiative and is organised by the Association
2007/8 45% 55%
perhaps how much they are willing to pay for a of Snowsports Countries. This initiative Skiclub.co.uk
ski holiday provides the opportunity for first timers to
2006/7 44% 56%  Over 32 million page impressions in a year
 The weak Pound against the Euro means the learn for free. They can book their holiday with (May 2007-April 2008)
2005/6 43% 57% overall price of a ski holiday in Europe has one of seven tour operators for one week in
increased for the 2008/9 winter season. The cost January. Beginners can choose from 50 resorts  Approximately half a million visitors each
2004/5 43% 57% month during peak season
of accommodation, lift passes, eating and across Europe and Canada and their tuition, lift
2003/4 42% 58% drinking in resort has risen passes and hire will be included for free
2002/3 45% 55%
Climate change  The continued development of indoor snow Other Ski Club brands
slopes continues to attract more new people
2001/2 41% 59%  Despite the positive snow conditions last season to snowsports  SkiTV.co.uk
there seems to be continued speculation and  Ski+board magazine
Female Male
media coverage about inconsistent snow cover at
 Respectthemountain.com
lower altitudes. Resorts continue to take this
threat more seriously and many resorts seem to  SkiFreshtracks.co.uk
be looking at ways to diversify, in order to attract
visitors year round
14 Ski Club of Great Britain Ski Club of Great Britain 15