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SUMMER 2019
Presentations sponsored by
LISTEX 2019 MEDIA PARTNERS
OFFICIAL LISTEX
CHARITY PARTNER
LISTEX 2019 SPONSORS
Presentations sponsored by
James
GAMBRILL
LISTEX
in association with Sport Pursuit
Research: State of the UK Snowsports
Market 2019
In association with
Presentations sponsored by
In association with
Market Survey 2019
Ski
£2.7billion
Pilot sent to over 8500 regular skiers and snowboarders in April 2019.
• 125 questions, 50 more than 2018
• 1000s of data points
• Able to filter by any question
More data will be collected over the summer with Sport Pursuit
Presentations sponsored by
UK Ski market value (£)
UK Outbound winter holiday
market value (£)
In association with
Market Size 2017
Ski
£2.7billion
Total Winter
Holiday Market
£9.9billion
Presentations sponsored by
In association with
Sources of advice, information
and inspiration 2018
Most popular sources
Tour Operator
Website
Friends Online Review
Sites
Resort
Website
Email
Newsletter
Presentations sponsored by
In association with
Sources of advice, information
and inspiration 2019
Most popular sources
Tour Operator
Website
Friends Online Review
Sites
Resort
Website
Email
Newsletter
Presentations sponsored by
In association with
Booking preferences 2018
77%
ONLINE
34%
PHONE
33%
IN PERSON
10%
MOBILE APP
Presentations sponsored by
In association with
Booking preferences 2019
81%
ONLINE
23%
PHONE
38%
IN PERSON
15%
MOBILE APP
In association with
Presentations sponsored by
Online Search
Results 2018
Do skiers know the
difference between
an organic result and
an ad?
NO
43%
YES
57%
In association with
Presentations sponsored by
Online Search
Results 2019
Do skiers know the
difference between
an organic result and
an ad?
NO
37%
YES
66%
Presentations sponsored by
2019
2018
In association with
When to ski?
Ski
£2.7billion
Presentations sponsored by
48%
SKI EVERY DAY
EXCL. TRANSFER DAY
14% 5%8%
In association with
How much do they ski 2018?
22%
SKI EVERY DAY
INCL. TRANSFER DAY
AT LEAST ONE
DAY OFF
TWO OR
MORE DAYS OFF
MORE THAN
TWO DAYS OFF
Presentations sponsored by
62%
SKI EVERY DAY
EXCL. TRANSFER DAY
14% 0%7%
In association with
How much do they ski 2019?
17%
SKI EVERY DAY
INCL. TRANSFER DAY
AT LEAST ONE
DAY OFF
TWO OR
MORE DAYS OFF
MORE THAN
TWO DAYS OFF
Presentations sponsored by
59%
4* HOTEL
37% 20%34%
In association with
Most popular accommodation
44%
APARTMENT
CATERED
CHALET
SELF-CATERED
CHALET
AIRBNB
Presentations sponsored by
In association with
How much do they spend?
2017/18 SPEND ON TRANSPORT,
ACCOMMODATION, LIFTPASS
21%
£1000+
26%
£301-£450
39%
£751-£1000
39%
>£750 30%
£450
to
£750
55%
>£750+
26%
£750
to
£1000
Presentations sponsored by
In association with
How much do they spend?
2018/19 SPEND ON TRANSPORT,
ACCOMMODATION, LIFTPASS
18%
£1000+
32%
£751-£1000
50%
>£750 30%
£450
to
£750
55%
>£750+
26%
£750
to
£1000
Presentations sponsored by
In association with
When did they book?
49%
LESS THAN A MONTH
37% 34%24%
MORE THAN 6
MONTHS
LESS THAN 3
MONTHS
BETWEEN 3 AND 6
MONTHS
Presentations sponsored by
Independent bookers
Tour Operator
In association with
How people
book
Tour
Operator
58%
Independent
42%
Tour
Operator
69%
Independent
31%
2018 2019
Presentations sponsored by
All elements with a Tour Operator
All elements with a Tour Operator
In association with
How people
book
All elements with a
Tour Operator
47%
Some elements with a
Tour Operator
25%
All elements with a
Tour Operator
32%
Some elements with a
Tour Operator
38%
2019 2018
Presentations sponsored by
Price
Availability
Overall Reputation
Customer Service
Ease of use of Website
Used Before
Recommendation from Friend/Family
Online Reviews
In association with
Key factors
determining
choice of Tour
Operator 2018
Presentations sponsored by
Price
Availability
Ease of use of Website
Customer Service
Overall Reputation
Recommendation from Friend/Family
Flexibiity
Used Before
In association with
Key factors
determining
choice of Tour
Operator 2019
Presentations sponsored by
In association with
What do
consumers
care about?
2018
SIZE OF SKI AREA
RESORT ALTITUDE
TRANSFER TIME
QUALITY OF
ACCOMMODATION
2019
SIZE OF SKI AREA
RESORT ALTITUDE
TRANSFER TIME
QUALITY OF
ACCOMMODATION
PRICE PRICE
Presentations sponsored by
In association with
What don’t
consumers
care about?
2018
OFF PISTE OPTIONS
FACILITIES FOR
CHILDREN
THE TOUR
OPERATOR
CHILDCARE
2019
OFF PISTE OPTIONS
THE TOUR
OPERATOR
CHILDCARE
FACILITIES FOR
CHILDREN
NON SKIING
ACTIVITIES
NON SKIING
ACTIVITIES
Presentations sponsored by
In association with
Destinations 2019
France 47%
WHERE DID
THEY SKI?
WHERE WILL YOU SKI NEXT
SEASON?
MOST LIKE TO SKI
DESTINATION?
Austria 31%
Canada
13%
Switzerlan
d 9%
Italy 9%
France 63%
Italy 28%
Austria 25%
Switzerlan
d 9%
Canada
31%
Japan 13%
French
Pyrenees
Finland/No
rway/NZ
Presentations sponsored by
Visited
In association with
France: Visited
Ski
£2.7billion
Presentations sponsored by
Perceived
Visited
In association with
France: Perceived
Ski
£2.7billion
Presentations sponsored by
Visited
In association with
Switzerland: Visited
Ski
£2.7billion
Presentations sponsored by
Perceived
Visited
In association with
Switzerland: Perceived
Ski
£2.7billion
Presentations sponsored by
Visited
In association with
Italy: Visited
Ski
£2.7billion
Presentations sponsored by
Visited
In association with
Italy: Perceived
Ski
£2.7billion
Presentations sponsored by
Visited
In association with
Austria: Visited
Ski
£2.7billion
Presentations sponsored by
Perceived
Visited
In association with
Austria: Perceived
Ski
£2.7billion
Presentations sponsored by
In association with
BREXIT IMPACT: Holidays
2018/19 2019/20
20%
SIGNIFICANT IMPACT
20%
NONE AT ALL
15%
SOME IMPACT
21%
SOME IMPACT
42%
NONE AT ALL
What impact
does/will Brexit
have on your
snowsports holiday
decisions?
Presentations sponsored by
In association with
BREXIT IMPACT: Resorts
RESORT ACCOMMODATION TYPE
32%
SIGNIFICANT IMPACT
64%
NONE AT ALL
4%
SOME IMPACT
What impact do
Brexit have on your
snowsports holiday
choices in the next
few years?
28%
SIGNIFICANT IMPACT
64%
NONE AT ALL
8%
SOME IMPACT
Presentations sponsored by
In association with
BREXIT IMPACT: Overall
What impact do
Brexit have on the
snowsports industry
over the next few
years?
22%
SIGNIFICANT IMPACT
41%
NONE AT ALL
37%
SOME IMPACT
Presentations sponsored by
In association with
MORE OR LESS? Holidays
Do you think you
will book more or
less snowsports
holidays in 2019/20
vs 2018/19?
15%
MORE
41%
SAME
26%
LESS
Presentations sponsored by
In association with
IMPACT FACTORS: Overall
What factors will
have the greatest
impact on your
decisions about a
snowsports holiday
in 2019/20?
Presentations sponsored by
In association with
UK Snowsports: Centres
INDOOR SNOW DRY SLOPE
4%
YES
64%
NO
Have you skiied at
an artificial slope in
the UK in the last 12
months?
21%
YES
64%
NO
SUMMER 2019
Presentations sponsored by
LISTEX 2019 MEDIA PARTNERS
OFFICIAL LISTEX
CHARITY PARTNER
LISTEX 2019 SPONSORS

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Listex19 summer state of the snowsports market

  • 1. SUMMER 2019 Presentations sponsored by LISTEX 2019 MEDIA PARTNERS OFFICIAL LISTEX CHARITY PARTNER LISTEX 2019 SPONSORS
  • 3. Research: State of the UK Snowsports Market 2019 In association with
  • 4. Presentations sponsored by In association with Market Survey 2019 Ski £2.7billion Pilot sent to over 8500 regular skiers and snowboarders in April 2019. • 125 questions, 50 more than 2018 • 1000s of data points • Able to filter by any question More data will be collected over the summer with Sport Pursuit
  • 5. Presentations sponsored by UK Ski market value (£) UK Outbound winter holiday market value (£) In association with Market Size 2017 Ski £2.7billion Total Winter Holiday Market £9.9billion
  • 6. Presentations sponsored by In association with Sources of advice, information and inspiration 2018 Most popular sources Tour Operator Website Friends Online Review Sites Resort Website Email Newsletter
  • 7. Presentations sponsored by In association with Sources of advice, information and inspiration 2019 Most popular sources Tour Operator Website Friends Online Review Sites Resort Website Email Newsletter
  • 8. Presentations sponsored by In association with Booking preferences 2018 77% ONLINE 34% PHONE 33% IN PERSON 10% MOBILE APP
  • 9. Presentations sponsored by In association with Booking preferences 2019 81% ONLINE 23% PHONE 38% IN PERSON 15% MOBILE APP
  • 10. In association with Presentations sponsored by Online Search Results 2018 Do skiers know the difference between an organic result and an ad? NO 43% YES 57%
  • 11. In association with Presentations sponsored by Online Search Results 2019 Do skiers know the difference between an organic result and an ad? NO 37% YES 66%
  • 12. Presentations sponsored by 2019 2018 In association with When to ski? Ski £2.7billion
  • 13. Presentations sponsored by 48% SKI EVERY DAY EXCL. TRANSFER DAY 14% 5%8% In association with How much do they ski 2018? 22% SKI EVERY DAY INCL. TRANSFER DAY AT LEAST ONE DAY OFF TWO OR MORE DAYS OFF MORE THAN TWO DAYS OFF
  • 14. Presentations sponsored by 62% SKI EVERY DAY EXCL. TRANSFER DAY 14% 0%7% In association with How much do they ski 2019? 17% SKI EVERY DAY INCL. TRANSFER DAY AT LEAST ONE DAY OFF TWO OR MORE DAYS OFF MORE THAN TWO DAYS OFF
  • 15. Presentations sponsored by 59% 4* HOTEL 37% 20%34% In association with Most popular accommodation 44% APARTMENT CATERED CHALET SELF-CATERED CHALET AIRBNB
  • 16. Presentations sponsored by In association with How much do they spend? 2017/18 SPEND ON TRANSPORT, ACCOMMODATION, LIFTPASS 21% £1000+ 26% £301-£450 39% £751-£1000 39% >£750 30% £450 to £750 55% >£750+ 26% £750 to £1000
  • 17. Presentations sponsored by In association with How much do they spend? 2018/19 SPEND ON TRANSPORT, ACCOMMODATION, LIFTPASS 18% £1000+ 32% £751-£1000 50% >£750 30% £450 to £750 55% >£750+ 26% £750 to £1000
  • 18. Presentations sponsored by In association with When did they book? 49% LESS THAN A MONTH 37% 34%24% MORE THAN 6 MONTHS LESS THAN 3 MONTHS BETWEEN 3 AND 6 MONTHS
  • 19. Presentations sponsored by Independent bookers Tour Operator In association with How people book Tour Operator 58% Independent 42% Tour Operator 69% Independent 31% 2018 2019
  • 20. Presentations sponsored by All elements with a Tour Operator All elements with a Tour Operator In association with How people book All elements with a Tour Operator 47% Some elements with a Tour Operator 25% All elements with a Tour Operator 32% Some elements with a Tour Operator 38% 2019 2018
  • 21. Presentations sponsored by Price Availability Overall Reputation Customer Service Ease of use of Website Used Before Recommendation from Friend/Family Online Reviews In association with Key factors determining choice of Tour Operator 2018
  • 22. Presentations sponsored by Price Availability Ease of use of Website Customer Service Overall Reputation Recommendation from Friend/Family Flexibiity Used Before In association with Key factors determining choice of Tour Operator 2019
  • 23. Presentations sponsored by In association with What do consumers care about? 2018 SIZE OF SKI AREA RESORT ALTITUDE TRANSFER TIME QUALITY OF ACCOMMODATION 2019 SIZE OF SKI AREA RESORT ALTITUDE TRANSFER TIME QUALITY OF ACCOMMODATION PRICE PRICE
  • 24. Presentations sponsored by In association with What don’t consumers care about? 2018 OFF PISTE OPTIONS FACILITIES FOR CHILDREN THE TOUR OPERATOR CHILDCARE 2019 OFF PISTE OPTIONS THE TOUR OPERATOR CHILDCARE FACILITIES FOR CHILDREN NON SKIING ACTIVITIES NON SKIING ACTIVITIES
  • 25. Presentations sponsored by In association with Destinations 2019 France 47% WHERE DID THEY SKI? WHERE WILL YOU SKI NEXT SEASON? MOST LIKE TO SKI DESTINATION? Austria 31% Canada 13% Switzerlan d 9% Italy 9% France 63% Italy 28% Austria 25% Switzerlan d 9% Canada 31% Japan 13% French Pyrenees Finland/No rway/NZ
  • 26. Presentations sponsored by Visited In association with France: Visited Ski £2.7billion
  • 27. Presentations sponsored by Perceived Visited In association with France: Perceived Ski £2.7billion
  • 28. Presentations sponsored by Visited In association with Switzerland: Visited Ski £2.7billion
  • 29. Presentations sponsored by Perceived Visited In association with Switzerland: Perceived Ski £2.7billion
  • 30. Presentations sponsored by Visited In association with Italy: Visited Ski £2.7billion
  • 31. Presentations sponsored by Visited In association with Italy: Perceived Ski £2.7billion
  • 32. Presentations sponsored by Visited In association with Austria: Visited Ski £2.7billion
  • 33. Presentations sponsored by Perceived Visited In association with Austria: Perceived Ski £2.7billion
  • 34. Presentations sponsored by In association with BREXIT IMPACT: Holidays 2018/19 2019/20 20% SIGNIFICANT IMPACT 20% NONE AT ALL 15% SOME IMPACT 21% SOME IMPACT 42% NONE AT ALL What impact does/will Brexit have on your snowsports holiday decisions?
  • 35. Presentations sponsored by In association with BREXIT IMPACT: Resorts RESORT ACCOMMODATION TYPE 32% SIGNIFICANT IMPACT 64% NONE AT ALL 4% SOME IMPACT What impact do Brexit have on your snowsports holiday choices in the next few years? 28% SIGNIFICANT IMPACT 64% NONE AT ALL 8% SOME IMPACT
  • 36. Presentations sponsored by In association with BREXIT IMPACT: Overall What impact do Brexit have on the snowsports industry over the next few years? 22% SIGNIFICANT IMPACT 41% NONE AT ALL 37% SOME IMPACT
  • 37. Presentations sponsored by In association with MORE OR LESS? Holidays Do you think you will book more or less snowsports holidays in 2019/20 vs 2018/19? 15% MORE 41% SAME 26% LESS
  • 38. Presentations sponsored by In association with IMPACT FACTORS: Overall What factors will have the greatest impact on your decisions about a snowsports holiday in 2019/20?
  • 39. Presentations sponsored by In association with UK Snowsports: Centres INDOOR SNOW DRY SLOPE 4% YES 64% NO Have you skiied at an artificial slope in the UK in the last 12 months? 21% YES 64% NO
  • 40. SUMMER 2019 Presentations sponsored by LISTEX 2019 MEDIA PARTNERS OFFICIAL LISTEX CHARITY PARTNER LISTEX 2019 SPONSORS

Editor's Notes

  1. Why do research?   Market Orientation - You are not your customer   Especially easy in an industry like snowsports where we share our customers passions. But that doesn’t mean we share their desires, concerns or needs How many people here paid for every liftpass last year?!   We have to start from the perspective we know nothing about our customers, and ask them about their desires, needs and concerns The snowsports industry has historically been quite poor at this, but we’re getting better   How can we trust the data? Lies, damned lies and statistics   Much research has an agenda – publicity, to support a pre-determined point of view – Crystal Ski Report   What can cause unreliable data? Wrong sample size (larger isn’t always better) Unrepresentative sample Leading questions   Pilot sent to over 8500 regular skiers and snowboarders in April 2019.   125 questions 1000s of data points Able to filter by any answer   More data will be collected over the summer You can trust our data! Our agenda, to understand the ski market especially in the UK Our sample, drawn from Sport Pursuits 380,000 skier database checked for demographic spread Sample size of 500-1000 is more than enough, more doesn’t mean more reliable  
  2. LARGEST EVER SURVEY MULTIPLE RESPONSES TO EACH QUESTIONS GENERATES 1000’S OF DATA POINTS ABLE TO FILTER BY ANY QUESTION AND RESPONSE, LAST YEAR WE LOOKED AT AGE GROUPS BUT COULD BE ANYTHING FOR EXAMPLE WE SELECT THOSE WHO BOOK 5* HOTELS THEN LOOK AT HOW THEY ANSWER ALL THE OTHER QUESTIONS ABOUT INFLUENCE ETC. HUGE OPPORTUNTY TO EXPLORE YOUR TARGET SEGMENTS Could filter by any question and any response, so for example we only look at those who book 5 star hotels, and then we can see all their 124 answers about tour ops, what inspires them, where they go etc. so huge opportunity to filter by segments
  3. UK Ski Market is worth almost £3 billon There are over 1.7 million skiers travelling annually* This is 18 – 65, the true number is larger still   MINTEL found value of £2.7 billion   And reckon 2015/16 was £2.99 billion   MINTEL thinks winter holiday market is £9.9 billion (includes winter sun)   It’s a BIG market, much larger than previously estimated.   Why? MINTEL agrees with us that the independent sector has been undervalued previously (see research with an agenda – Crystal Ski Report!)
  4. WHERE DO THEY LOOK FOR ADVICE, INFORMATION AND INSPIRATION?   WHAT SOURCES DO THEY USE MOST? TO WEBSITES FRIENDS ONLINE REVIEW SITES RESORT WEBSITES EMAIL NEWSLETTERS   LEAST? INSTAGRAM 9% BLOGS 6%   WHICH DO THEY CONSIDER MOST IMPORTANT? FRIENDS FAMILY ONLINE REVIEW SITES RESORT WEBSITES TOUR OPERATOR WEBSITES   LEAST IMPORTANT INSTAGRAM TWITTER BLOGS RADIO   WHICH DO THEY TRUST THE MOST?   HIGHLY TRUSTED FRIENDS FAMILY ONLINE REVIEW SITES   NEUTRAL NEWSPAPERS EMAIL NEWSLETTERS TOUR OPERATOR WEBSITES RESORT WEBSITES   NOT TRUSTED AT ALL INSTGRAM TWITTER FACEBOOK   WHAT DID THE INDUSTRY THINK?   TOP 5 SOURCES OF INSPIRATION/INFORMATION? FRIENDS TOUR OPERATOR WEBSITES ONLINE REVIEW SITES FACEBOOK NEWSPAPERS   TOP 5 SOURCES OF BUSINESS LAST SEASON?  REPEAT CUSTOMERS REFERALLS ORGANIC TRAFFIC PPC AFFILATES
  5. WHERE DO THEY LOOK FOR ADVICE, INFORMATION AND INSPIRATION?   WHAT SOURCES DO THEY USE MOST? TO WEBSITES FRIENDS RESORT WEBSITES EMAIL NEWSLETTERS ONLINE REVIEW SITES MIDDLE OTHER WEBSITES MAGAZINES FAMILY FACEBOOK LEAST? INSTAGRAM TWITTER SKI SHOWS   WHICH DO THEY CONSIDER MOST IMPORTANT? 78% FRIENDS 68% FAMILY 50% TO WEBSITES 50% EMAIL 46% MAGS 43% REVIEW SITES   LEAST IMPORTANT FACEBOOK 28% INSTAGRAM 21% TWITTER 18%   WHICH DO THEY TRUST THE MOST?   HIGHLY TRUSTED FRIENDS 78% FAMILY 76% 43% RESORT WEBSITES 41% REVIEW SITES 38% MAGS 33% TOUR OPERATORS 33% SKI SHOWS 20% FACEBOOK 16% INSTAGRAM 13% TWITTER WHO INFLUENCES YOUR DECISION THE MOST? FRIENDS FAMILY TOUR OPERATORS/TRAVEL AGENTS 6TH REVIEWERS 7TH ONLINE INFLUENCERS  
  6. WHY PEOPLE BOOK?   WHAT TRIGGERS A BOOKING? AVAILABILITY VALUE ADD OFFER DISCOUNT OFFER WHEN A FRIEND OR PARTNER RECOMMENDS TO BOOK WHEN I HEAR THE SNOW IS GOOD   PREFER TO BOOK ONLINE 77% TELEPHONE 34% IN PERSON 33% MOBILE APP 10%
  7. WHY PEOPLE BOOK?   WHAT TRIGGERS A BOOKING? AVAILABILITY VALUE ADD OFFER DISCOUNT OFFER WHEN A FRIEND OR PARTNER RECOMMENDS TO BOOK WHEN I HEAR THE SNOW IS GOOD   PREFER TO BOOK ONLINE 77% TELEPHONE 34% IN PERSON 33% MOBILE APP 10%
  8. DO SKIERS KNOW THE DIFFERENCE BETWEEN AN ORGANIC RESULT AND AN AD ON SEARCH RESULTS PAGE? 57% YES 43% NO   DO THEY USE AN AD BLOCKER? 27% YES 42% NO
  9. CHANGE OF 6%, WHEN WE LOOKED AT THE UNDER 35’S LAST YEAR THE NUMBER OF NO’S WAS IN THE 20’S YOY THAT’S FAST CHANGE
  10. 2019 2018 PRE XMAS 28 14 XMAS 10 12 NEW YEAR 10 14 JANUARY 62 43 FEBRUARY 41 45 SCHOOL HOLIDAYS ONLY 7 20 MARCH (NOT EASTER) 48 38 EASTER 10 8 POST EASTER 7 6
  11. WHEN WILL THEY SKI? 12% CHRISTMAS 14% NEW YEAR 15% PRE XMAS   44% JANUARY 46% FEBRUARY   DO THEY SKI EVERY DAY ON HOLIDAY? 22% EVERY DAY INCLUDING TRANSFER DAY 48% EVERY POSSIBLE DAY BUT NOT TRANSFER DAY 14% AT LEAST ONE DAY OFF 8% TWO OR MORE DAYS 5% MORE THAN 2 DAYS OFF HAVE THEY CONSIDERED BUYING A PROPERTY IN THE MOUNTAINS? 38% YES 62% NO
  12. WHEN WILL THEY SKI? 12% CHRISTMAS 14% NEW YEAR 15% PRE XMAS   44% JANUARY 46% FEBRUARY   DO THEY SKI EVERY DAY ON HOLIDAY? 22% EVERY DAY INCLUDING TRANSFER DAY 48% EVERY POSSIBLE DAY BUT NOT TRANSFER DAY 14% AT LEAST ONE DAY OFF 8% TWO OR MORE DAYS 5% MORE THAN 2 DAYS OFF HAVE THEY CONSIDERED BUYING A PROPERTY IN THE MOUNTAINS? 38% YES 62% NO
  13. A big reversal from 2018 when catered chalets were still top choice 51% Big increase for 4* hotels Apartments up 6% AirBnB up 5% (but that’s fast growth in 2017 it was less than 10%
  14. HOW MUCH DO THEY SPEND?   ON A WEEK 39% LESS THAN £750 39% £751 - £1000 21% OVER £1000   ON A SHORT BREAK (4 NIGHTS OR LESS) 34% LESS THAN £300 26% £301 - £450 30% £450 - £750 11% OVER £750   HOW MUCH DO THEY TYPICALLY SPEND ON A NON-SKI HOLIDAY? 55% LESS THAN £750 26% £751 - £1000 19% OVER £1000 HOW MANY NON SKI HOLIDAYS DO THEY TAKE A YEAR? 54% 2 OR MORE   DO YOU GO ON A WINTER HOLIDAY OTHER THAN SKIING? 14% YES
  15. DECLINE OF 3% IN £1000+ DECLINE OF 7% IN £751 - £100 INCREASE IN 10% OF UNDER £750 SPEND
  16. 2019 34% BETWEEN 3 AND 6 MONTHS 24% MORE THAN 6 MONTHS 37% LESS THAN 3 MONTHS 49% LESS THAN A MONTH BIG SHIFT, LAST YEAR ALMOST 10% MORE WERE BOOKING EARLY, FAR LESS WERE BOOKING LATE 2018 54% BETWEEN 3 AND 6 MONTHS 33% MORE THAN 6 MONTHS 21% LESS THAN 3 MONTHS 34% LESS THAN A MONTH WHY? UNCERTAINTY? AVAILABILITY? WHEN WE SURVEYED THE MARKET AS OF FEB 1 ONLY 40% HAD BOOKED, THAT FELT LOW?
  17. 2018 MINTEL found 54% package holiday vs 46% independent We found in 2017 47% booked everything independently 2018 42% booked everything independently 2019 31% booked everything independently   Shift toward tour ops this year. Why?   Some comments from the research: - Cheaper, easier, they support you if things go wrong - Last point was most cited, does more snow = more concern = more tour op bookings? Maybe   WHY SOME STILL BOOK INDEPENDETLY 54% PRICE 38% KNOWLEDGE 35% CAN’T FIND DATES OR WANT A SHORT BREAK 34% ONLINE BOOKING 28% CAN’T FIND ACCOM 19% TO COLLAPSE 70% JUST PREFER
  18. MINTEL 46% independent 2017 we found last year 47% booked everything independently 2018 we found 42% booked everything independently This years data suggests a shift again toward TO bookings   Shift toward tour ops last year. Why?   Some comments from the research: - Cheaper, easier, they support you if things go wrong Last point was most cited, does more snow = more concern = more tour op bookings? Maybe Brexit uncertainty?   Price (especially for extras such as ski schools TO’s are thought to be too expensive) only 23% booked everything with a TO Many just enjoy the process of booking everything themselves
  19. MOST IMPORTANT FACTORS DETERMINING WHICH TOUR OPERATOR YOU USED?   PRICE AVAILBILITY OVERALL REPUTATION CUSTOMER SERVICE EASE OF USE OF WEBSITE USED BEFORE RECOMMENDATION FROM FRIEND/FAMILY ONLINE REVIEWS   WHY DID YOU CHOOSE TO BOOK WITHOUT A TOUR OPERATOR?   Comments from the research   Price (especially for extras such as ski schools TO’s are thought to be too expensive) only 23% booked everything with a TO Many just enjoy the process of booking everything themselves
  20. MOST IMPORTANT FACTORS DETERMINING WHICH TOUR OPERATOR YOU USED?   EASE OF USE OF WEBSITE CLIMBING FLEXIBILITY CLIMBING ONLINE REVIEWS DROPPED OUT OF TOP 8 82% OF RESPONDENTS MORE LIKELY TO BOOK WTH A TO THAT IS ATOL BONDED 69% OF RESPONDENTS MORE LIKELY TO BOOK WTH A TO THAT IS AN AITO MEMBER 63% OF RESPONDENTS MORE LIKELY TO BOOK WTH A TO THAT OFFERS FLEXIBLE DURATIONS    
  21. WHAT DO CONSUMERS CARE ABOUT?   2017 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE QUALITY OF ACCOMMODATION TRANSFER TIME   6TH: HOW BUSY THE SLOPES ARE 7TH: SKI IN SKI OUT CONVENIENCE   2018 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE TRANSFER TIME QUALITY OF ACCOMMODATION   6TH SKI SCHOOL 7TH APRES SKI SKI IN SKI OUT DROPS TO 11 HOW BUSY THE SLOPES ARE DROPS TO 12    LAST WAS THE TOUR OPERATOR IN 16TH PLACE TOUR OPERATOR STILL 16TH THIS YEAR…     WHAT DOES THE INDUSTRY THINK? ALTITUDE PRICE SIZE OF SKI AREA/SKI IN SKI OUT CONVENIENCE QUALITY OF ACCOMMODATION   SO 4/5 MATCHES IS GOOD, BUT SKI IN/SKI OUT IS AN OUTLIER
  22. WHAT DO CONSUMERS CARE ABOUT?   2017 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE QUALITY OF ACCOMMODATION TRANSFER TIME   6TH: HOW BUSY THE SLOPES ARE 7TH: SKI IN SKI OUT CONVENIENCE   2018 TOP 5 FACTORS PRICE SIZE OF SKI AREA RESORT ALTITUDE TRANSFER TIME QUALITY OF ACCOMMODATION   6TH SKI SCHOOL 7TH APRES SKI SKI IN SKI OUT DROPS TO 11 HOW BUSY THE SLOPES ARE DROPS TO 12    LAST WAS THE TOUR OPERATOR IN 16TH PLACE TOUR OPERATOR STILL 16TH THIS YEAR…     WHAT DOES THE INDUSTRY THINK? ALTITUDE PRICE SIZE OF SKI AREA/SKI IN SKI OUT CONVENIENCE QUALITY OF ACCOMMODATION   SO 4/5 MATCHES IS GOOD, BUT SKI IN/SKI OUT IS AN OUTLIER
  23. WHERE DID THEY SKI?   6% BULGARIA 6% FRENCH PYRENEES 3% ANDORRA 3% CANADA 3% JAPAN 3% NORWAY 3% SCOTLAND 3% SLOVENIA 3% SPANISH PYRENEES 3% SWEDEN 1% USA 15% NOWHERE WHERE WILL THEY SKI NEXT SEASON 6% BULGARIA 6% ANDORRA 3% FRENCH PYRENEES 3% JAPAN 3% NORWAY 3% SCOTLAND 3% SPANISH PYRENEES 3% SWEDEN 3% USA   WHERE WOULD THEY MOST LIKE TO SKI ONE DAY?   31% CANADA 13% JAPAN 9% FRENCH PYRENEES 6% FINLAND 6% FRANCE 6% NEW ZEALAND 6% NORWAY 6% USA 3% ITALY 3% ARGENTINA 3% SLOVENIA 3% SCOTLAND 3% SWEDEN
  24. ABOUT NEXT SEASON   MORE OR LESS SNOW? 31% MORE 65% SAME 4% LESS   OUR INDUSTRY SURVEY SAID 46% WANT LESS SNOW   BOOKED YET? 73% NO 27% YES   DOES THE GOOD SNOW FROM LAST YEAR MEAN YOU HAVE/WILL BOOK EARLIER THAN LAST YEAR 16% YES 84% NO
  25. ABOUT NEXT SEASON   MORE OR LESS SNOW? 31% MORE 65% SAME 4% LESS   OUR INDUSTRY SURVEY SAID 46% WANT LESS SNOW   BOOKED YET? 73% NO 27% YES   DOES THE GOOD SNOW FROM LAST YEAR MEAN YOU HAVE/WILL BOOK EARLIER THAN LAST YEAR 16% YES 84% NO
  26. MORE THAN HALF THINK SOME IMPACT, WITH OVER 20% SAYING SIGNIFICANT
  27. ABOUT NEXT SEASON   MORE OR LESS SNOW? 31% MORE 65% SAME 4% LESS   OUR INDUSTRY SURVEY SAID 46% WANT LESS SNOW   BOOKED YET? 73% NO 27% YES   DOES THE GOOD SNOW FROM LAST YEAR MEAN YOU HAVE/WILL BOOK EARLIER THAN LAST YEAR 16% YES 84% NO
  28. OFFERED 20 RANKING FACTORS CLIMATE CHANGE WAS SECOND TO LAST VERY LAST WAS TRAVEL REGULATION CHANGES POST BREXIT  BREXIT CONCERNS HAVE ALL INCREASED SINCE OUR FEB 1 SURVEY 1 SNOW  2.21 2 PERSONAL FINANCES  2.57 3 FITNESS  5.39 4 INJURY  5.68 5 BREXIT IN GENERAL  6 6 TOUR OPERATOR SECURITY (TOUR OPERATORS GOING BUST)  7.04 7 TRAVEL INSURANCE POST BREXIT  7.43 8 DATA ROAMING POST BREXIT  9.21 9 EHIC CARDS BECOMING INVALID POST BREXIT  9.64 10 EXCHANGE RATES  10.21 11 DRIVING IN EUROPE POST BREXIT  10.32 12 AIRLINE OPERATIONS POST BREXIT  10.54 13 JOB SECURITY  11.5 14 CLIMATE CHANGE  12.21 15 TOUR OPERATOR DISCOUNTS  12.21 16 TRAVEL REGULATION CHANGES POST BREXIT  13.82
  29. ABOUT NEXT SEASON   MORE OR LESS SNOW? 31% MORE 65% SAME 4% LESS   OUR INDUSTRY SURVEY SAID 46% WANT LESS SNOW   BOOKED YET? 73% NO 27% YES   DOES THE GOOD SNOW FROM LAST YEAR MEAN YOU HAVE/WILL BOOK EARLIER THAN LAST YEAR 16% YES 84% NO