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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

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LISTEX 2019 STATE OF THE SNOWSPORTS MARKET 2019 JAMES GAMBRILL

  1. 1. James Gambrill LISTEX in association with Sport Pursuit
  2. 2. Opportunties: State of the Snowsports Market 2019 In association with
  3. 3. In association with Market Survey Winter 2019
  4. 4. 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
  5. 5. 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
  6. 6. In association with Ski £2.7billion Customer journeys for booking ski holidays are complex… Opportunities?
  7. 7. In association with Opportunities? The funnel Ski £2.7billion Understand the funnel, and the interactions at each stage. The funnel is changing…
  8. 8. In association with Opportunities? Consumers Ski £2.7billion
  9. 9. In association with Ski £2.7billion Opportunities? Technology
  10. 10. In association with Most popular sources Tour Operator Website Friends Online Review Sites Resort Website Email Newsletter Sources of advice, information and inspiration 2018
  11. 11. In association with Most popular sources Tour Operator Website Friends Online Review Sites Resort Website Sources of advice, information and inspiration 2019 Email Newsletter
  12. 12. In association with Sources of advice, information and inspiration 2019 Most popular sources
  13. 13. In association with Most popular sources Sources of advice, information and inspiration 2019 Email Newsletter
  14. 14. In association with Sources of advice, information and inspiration 2019
  15. 15. In association with Friends Resort Website Online Review Sites Tour Operator Website Trust in sources of advice, information and inspiration 2019
  16. 16. In association with Tour Operator Website Online Review Sites Resort Website Sources of advice, information and inspiration under 35’s 2019 Friends
  17. 17. In association with Online Review Sites Resort Website Tour Operator Website Importance of sources, under 35’s 2019 Friends
  18. 18. In association with Trust in sources of advice, information and inspiration under 35’s 2019 Resort Website Online Review Sites Tour Operator Website Friends
  19. 19. In association with 10% MOBILE APP 77% ONLINE 33% IN PERSON 34% PHONE Booking preferences 2018
  20. 20. In association with 15% MOBILE APP 81% ONLINE 38% IN PERSON 23% PHONE Booking preferences 2019
  21. 21. In association with 95% ONLINE 39% MOBILE APP 18% IN PERSON 13% PHONE Booking preferences, under 35’s 2019
  22. 22. In association with 6% JUST ME 26% WITH FAMILY 31% JUST MY PARTNER 76% FRIENDS Who do you travel with?
  23. 23. In association with 6% JUST ME 15% WITH FAMILY 29% JUST MY PARTNER 87% FRIENDS Who do you travel with? Under 35’s
  24. 24. In association with DISCOUNT AVAILABILITY VALUE ADD SNOW EMAIL PRINT ARTICLE INSTAGRAM TWEET Booking triggers 2019
  25. 25. In association with Booking triggers, under 35’s 2019 AVAILABILITY DISCOUNT VALUE ADD SNOW INSTAGRAM EMAIL TWEET
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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?
  31. 31. In association with 56% DAMAGE 41% TECHNOLOGY 10% SECOND 5% GRAPHICS Reasons to buy new equipment under 35’s 2019?
  32. 32. 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?
  33. 33. In association with 55% CATERED CHALET 41% 51% 43% 29% APARTMENT SC CHALET 3* HOTELS 52% 4* HOTELS AIRBNB Most popular accommodation
  34. 34. 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
  35. 35. In association with 21% £1000+ 39% £751-£1000 39% >£750 2017/18 SPEND ON TRANSPORT, ACCOMMODATION, LIFTPASS How much do they spend?
  36. 36. In association with 35% £1000+ 37% £751-£1000 28% >£750 How much do they spend? 2018/19 SPEND ON TRANSPORT, ACCOMMODATION, LIFTPASS
  37. 37. In association with 47% NO 53% YES HAVE YOU BEEN ON AN ALL INCLUSIVE SKI HOLIDAY? 55% >£750+ All inclusive? Under 35’s
  38. 38. In association with 13% NO 35% MAYBE 52% YES WOULD YOU CONSIDER AN ALL INCLUSIVE SKI HOLIDAY? All inclusive? Under 35’s
  39. 39. 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?
  40. 40. 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?
  41. 41. In association with Independent bookers Tour Operator Tour Operator 58% Independent 42% Tour Operator 63% Independent 37% 2018 2019 How did they book?
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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?
  47. 47. 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?
  48. 48. 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?
  49. 49. 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?
  50. 50. 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
  51. 51. 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
  52. 52. In association with Ski £2.7billion France: Visited Visited
  53. 53. In association with Perceived Visited Ski £2.7billion France: Perceived
  54. 54. In association with Visited overall average rating: 72% Perceived overall average rating: 49% Difference of -23% France: Perceived v Visited
  55. 55. In association with Switzerland: Visited Visited
  56. 56. In association with Perceived Visited Switzerland: Perceived
  57. 57. In association with Visited overall average rating: 65% Perceived overall average rating: 44% Difference of -21% Ski £2.7billion Switzerland: Perceived v Visited
  58. 58. In association with Ski £2.7billion Italy: Visited Visited
  59. 59. In association with Ski £2.7billion Italy: Perceived Perceived Visited
  60. 60. In association with Visited overall average rating: 69% Perceived overall average rating: 36% Difference of -33% Italy: Perceived vs visited
  61. 61. In association with Austria: Visited Visited
  62. 62. In association with Austria: Perceived Perceived Visited
  63. 63. In association with Visited overall average rating: 77% Perceived overall average rating: 47% Difference of -30% Austria: Perceived vs visited
  64. 64. In association with Canada: Visited Visited
  65. 65. In association with Perceived Visited Canada: Perceived
  66. 66. In association with Visited overall average rating: 76% Perceived overall average rating: 55% Difference of -22% Canada: Perceived v Visited
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. 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?
  75. 75. In association with What factors will have the greatest impact on your decisions about a snowsports holiday in 2019/20? IMPACT FACTORS: Top
  76. 76. In association with IMPACT FACTORS: Bottom
  77. 77. In association with
  78. 78. SPONSORS

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