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Snowsports - UK - April 2014

“Aside from growing the snowsports customer base as a whole, complimentary pre-season and post-season lessons in the UK could also aid brand loyalty by tying a customer in to a given brand’s ecosystem. Operators could take a more hands-on approach and have their own reps or instructors leading or contributing to lessons to customers in the UK, thereby creating a sense of uniformity and trust for both first-timers and experienced skiers.”

– Harry Segal, Research Analyst

Some questions answered in this report include:

  • How can operators improve loyalty and encourage repeat business?
  • How can operators offset the impact of an ailing schools segment?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Snowsports market finally bottoms out and enjoys minor growth in 2012/13
                • Growth is expected to continue over the next five years…
                  • Figure 1: Forecast volume of the UK snowsports market, 2007/08-2017/18
                  • Figure 2: Forecast value of the UK snowsports market, 2007/08-2017/18
                • …but a range of factors will limit the rate of recovery
                  • Market factors
                    • The Pound has performed well against key currencies
                      • Poor snow conditions in Eastern Europe could harm reputation
                        • French ski host ban could see demand shift to other destinations
                          • Global warming poses a significant threat to low-elevation resorts
                            • Sochi Winter Olympics expected to boost interest
                              • Market share
                                • Crystal cements pole position after merger with First Choice
                                  • Neilson acquisition should see the underperforming operator bounce back
                                    • Parent company TUI has increased its market share to 41%
                                      • Companies, brands and innovation
                                        • Crystal circumvents ski host ban by partnering with Evolution ski school
                                          • Club Med promises a 50% refund if half the pistes are closed
                                            • Ski resorts offer cash incentives to airlines and border crossings
                                              • Mountain Base offers to pay truancy fines
                                                • Intrawest Passport lift pass offers free skiing to under-12s
                                                  • The consumer
                                                    • A quarter have taken a snowsports holiday in the past
                                                      • Figure 3: Snowsports holiday experience, January 2014
                                                    • High demand for Switzerland contrasts with a low market share
                                                      • Figure 4: Future snowsports destinations, January 2014
                                                    • First-timers are key, but low repeat business is a challenge for the industry
                                                      • Figure 5: Last snowsports holiday behaviour, January 2014
                                                    • School and university trips are a key stepping stone for the industry
                                                      • Impact of French ski host ban will be limited
                                                        • Demand for warmth and relaxation provide a ceiling to future growth
                                                          • Figure 6: Reasons for disinterest in snowsports holidays, January 2014
                                                        • Natural landscape appeal could drive sales among older demographics
                                                          • Figure 7: Attitudes towards snowsports holidays, January 2014
                                                        • People recognise the need for insurance, but may be lacking sufficient cover
                                                          • What we think
                                                          • Issues and Insights

                                                              • How can operators improve loyalty and encourage repeat business?
                                                                • The facts
                                                                  • The implications
                                                                    • How can operators offset the impact of an ailing schools segment?
                                                                      • The facts
                                                                        • The implications
                                                                        • Trend Application

                                                                            • Trend: Nouveau Poor
                                                                              • Trend: Collective Intelligence
                                                                                • Mintel futures: Old Gold
                                                                                • Market Drivers

                                                                                  • Key points
                                                                                    • The Pound has performed well against key currencies
                                                                                      • Figure 8: Index of GBP performance against key snowsports destination currencies, January 2012-March 2014
                                                                                    • Emerging Balkan ski resorts offer significant savings
                                                                                      • Figure 9: Top five most expensive and five cheapest European ski resorts, 2013
                                                                                    • North American resorts are far more expensive
                                                                                      • Figure 10: Pricing survey of North American ski resorts, 2013
                                                                                    • Poor snow conditions in Eastern Europe could harm reputation
                                                                                      • French Ski host ban could see demand shift to other destinations
                                                                                        • Global warming poses a significant threat to low-elevation resorts
                                                                                          • Sochi Winter Olympics expected to boost interest
                                                                                          • Who’s Innovating?

                                                                                            • Key points
                                                                                              • Crystal circumvents ski host ban by partnering with Evolution ski school
                                                                                                • Club Med promises a 50% refund if half the pistes are closed
                                                                                                  • Ski resorts offer cash incentives to airlines and border crossings
                                                                                                    • Mountain Base offers to pay truancy fines
                                                                                                      • Intrawest Passport lift pass offers free skiing to under-12s
                                                                                                      • Market Size and Forecast

                                                                                                        • Key points
                                                                                                          • Snowsports market finally bottoms out and enjoys minor growth in 2012/13
                                                                                                            • Figure 11: Forecast volume and value of the UK snowsports market, 2007/08-2017/18
                                                                                                          • Growth is expected to continue over the next five years…
                                                                                                            • Figure 12: Forecast volume of the UK snowsports market, 2007/08-2017/18
                                                                                                          • …but a range of factors will limit the rate of recovery
                                                                                                              • Figure 13: Forecast value of the UK snowsports market, 2007/08-2017/18
                                                                                                            • Forecast methodology
                                                                                                            • Segment Performance

                                                                                                              • Key points
                                                                                                                • Tour operators have maintained market share throughout the recession
                                                                                                                  • Figure 14: Market share of snowsports market, by holiday type, 2007/08-2012/13
                                                                                                                • The schools market failed to enter recovery in 2012/13
                                                                                                                  • France continues to dominate the market with a 35% share
                                                                                                                    • Figure 15: Market share of snowsports market by destination, by number of holidaymakers, 2012/13
                                                                                                                  • North American market could be boosted by no-frills, transatlantic airfares
                                                                                                                    • Scandinavia offers significant opportunities for expansion
                                                                                                                      • Eastern European and Balkan products will be a tough sell in 2014
                                                                                                                      • Market Share

                                                                                                                        • Key points
                                                                                                                          • Crystal cements pole position after merger with First Choice
                                                                                                                            • Figure 16: Market share of operator sales by brand, by number of holidaymakers, 2012/13
                                                                                                                          • Neilson acquisition should see the underperforming operator bounce back
                                                                                                                            • Parent company, TUI, has increased its market share to 41%
                                                                                                                            • Companies and Products

                                                                                                                                • TUI Travel
                                                                                                                                  • Crystal Ski
                                                                                                                                    • Thomson Ski
                                                                                                                                      • Hotelplan
                                                                                                                                        • Figure 17: Key financials for Hotelplan UK, 2011 and 2012
                                                                                                                                      • Inghams
                                                                                                                                        • Esprit
                                                                                                                                          • Ski Total
                                                                                                                                            • Neilson
                                                                                                                                              • Skiworld
                                                                                                                                                  • Figure 18: Key financials for Skiworld Limited, 2012 and 2013
                                                                                                                                                • Ski Safari
                                                                                                                                                • The Consumer – Snowsports Holiday Experience

                                                                                                                                                  • Key points
                                                                                                                                                    • A quarter have taken a snowsports holiday in the past
                                                                                                                                                      • Figure 19: Snowsports holiday experience, January 2014
                                                                                                                                                    • Snowsports remain an exclusive market with high barriers to entry
                                                                                                                                                    • The Consumer – Future Snowsports Destinations

                                                                                                                                                      • Key points
                                                                                                                                                        • High demand for Switzerland contrasts with a low market share
                                                                                                                                                          • Figure 20: Future snowsports destinations, January 2014
                                                                                                                                                        • Downward pressure on airfares could boost the North American market
                                                                                                                                                          • Interest in Eastern Europe is low, but cost savings could boost demand
                                                                                                                                                            • Interest in domestic trips is high, particularly among seasoned skiers
                                                                                                                                                              • Scandinavian market could enjoy boost from multi-activity demand
                                                                                                                                                              • The Consumer – Last Snowsports Holiday Behaviour

                                                                                                                                                                • Key points
                                                                                                                                                                  • First-timers are key, but low repeat business is a challenge for the industry
                                                                                                                                                                    • Figure 21: Last snowsports holiday behaviour, January 2014
                                                                                                                                                                  • School and university trips are a key stepping stone for the industry
                                                                                                                                                                    • Ski host ban will only have a muted impact among seasoned skiers
                                                                                                                                                                      • Young people are the most likely to have booked independently
                                                                                                                                                                        • Off-peak opportunities
                                                                                                                                                                          • Ski lessons key to boosting demand for packaged products
                                                                                                                                                                          • The Consumer – Reasons for Disinterest in Snowsports Holidays

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Demand for warmth and relaxation limit growth potential
                                                                                                                                                                                • Figure 22: Reasons for disinterest in snowsports holidays, January 2014
                                                                                                                                                                              • Beginner packages not the only way to appeal to non-skiers/snowboarders
                                                                                                                                                                                • Grey gold sales hindered by fitness and age concerns
                                                                                                                                                                                  • High costs are a barrier to entry
                                                                                                                                                                                    • Schumacher accident could have fuelled concern over safety
                                                                                                                                                                                      • Increase non-ski activities to boost perceptions of value for money
                                                                                                                                                                                      • The Consumer – Attitudes towards Snowsports Holidays

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Natural landscape appeal could drive sales among older demographics
                                                                                                                                                                                            • Figure 23: Attitudes towards snowsports holidays, January 2014
                                                                                                                                                                                          • Popularity of annual policies means may people lack sufficient cover
                                                                                                                                                                                            • Off-slope activities provide an opportunity to differentiate
                                                                                                                                                                                              • Significant demand for pre-season lessons in the UK
                                                                                                                                                                                                • Demands for guaranteed snow will harm growth in emerging destinations
                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                    • Figure 24: Forecast volume of the UK snowsports market, 2007/08-2017/18
                                                                                                                                                                                                    • Figure 25: Forecast value of the UK snowsports market, 2007/08-2017/18
                                                                                                                                                                                                    • Figure 26: Forecast value of the UK snowsports market at current prices, 2007/08-2017/18
                                                                                                                                                                                                • Appendix – The Consumer – Snowsports Holiday Experience

                                                                                                                                                                                                    • Figure 27: Snowsports holiday experience, January 2014
                                                                                                                                                                                                    • Figure 28: Snowsports holiday experience, by demographics, January 2014
                                                                                                                                                                                                • Appendix – The Consumer – Future Snowsports Destinations

                                                                                                                                                                                                    • Figure 29: Future snowsports destinations, January 2014
                                                                                                                                                                                                    • Figure 30: Future snowsports destinations, by demographics, January 2014
                                                                                                                                                                                                    • Figure 31: Future snowsports destinations, by demographics, January 2014 (continued)
                                                                                                                                                                                                    • Figure 32: Future snowsports destinations, by demographics, January 2014 (continued)
                                                                                                                                                                                                    • Figure 33: Future snowsports destinations, by snowsports holiday experience, January 2014
                                                                                                                                                                                                    • Figure 34: Future snowsports destinations, by future snowsports destinations, January 2014
                                                                                                                                                                                                    • Figure 35: Future snowsports destinations, by future snowsports destinations January 2014 (continued)
                                                                                                                                                                                                • Appendix – The Consumer – Last Snowsports Holiday Behaviour

                                                                                                                                                                                                    • Figure 36: Last snowsports holiday behaviour, January 2014
                                                                                                                                                                                                    • Figure 37: Last snowsports holiday behaviour, by demographics, January 2014
                                                                                                                                                                                                    • Figure 38: Last snowsports holiday behaviour, by demographics, January 2014 (continued)
                                                                                                                                                                                                    • Figure 39: Last snowsports holiday behaviour, by snowsports holiday experience, January 2014
                                                                                                                                                                                                    • Figure 40: Last snowsports holiday behaviour, by last snowsports holiday behaviour, January 2014
                                                                                                                                                                                                • Appendix – The Consumer – Reasons for Disinterest in Snowsports Holidays

                                                                                                                                                                                                    • Figure 41: Reasons for disinterest in snowsports holidays, January 2014
                                                                                                                                                                                                    • Figure 42: Reasons for disinterest in snowsports holidays, by demographics, January 2014
                                                                                                                                                                                                    • Figure 43: Reasons for disinterest in snowsports holidays, by demographics, January 2014 (continued)
                                                                                                                                                                                                    • Figure 44: Reasons for disinterest in snowsports holidays, by snowsports holiday experience, January 2014
                                                                                                                                                                                                    • Figure 45: Reasons for disinterest in snowsports holidays, by reasons for disinterest in snowsports holidays, January 2014
                                                                                                                                                                                                    • Figure 46: Reasons for disinterest in snowsports holidays, by reasons for disinterest in snowsports holidays, January 2014 (continued)
                                                                                                                                                                                                • Appendix – The Consumer – Attitudes towards Snowsports Holidays

                                                                                                                                                                                                    • Figure 47: Attitudes towards snowsports holidays, January 2014
                                                                                                                                                                                                    • Figure 48: Attitudes towards snowsports holidays, by demographics, January 2014
                                                                                                                                                                                                    • Figure 49: Attitudes towards snowsports holidays, by demographics, January 2014 (continued),
                                                                                                                                                                                                    • Figure 50: Attitudes towards snowsports holidays, by snowsports holiday experience, January 2014
                                                                                                                                                                                                    • Figure 51: Future snowsports destinations, by attitudes towards snowsports holidays, January 2014
                                                                                                                                                                                                    • Figure 52: Future snowsports destinations, by attitudes towards snowsports holidays, January 2014 (continued)
                                                                                                                                                                                                    • Figure 53: Attitudes towards snowsports holidays, by attitudes towards snowsports holidays, January 2014
                                                                                                                                                                                                    • Figure 54: Attitudes towards snowsports holidays, by attitudes towards snowsports holidays, January 2014 (continued)

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Crystal Holidays
                                                                                                                                                                                                • Esprit Holidays Ltd
                                                                                                                                                                                                • First Choice Holidays & Flights Ltd
                                                                                                                                                                                                • Hotelplan Limited
                                                                                                                                                                                                • Inghams Travel
                                                                                                                                                                                                • Neilson Active Holidays Limited
                                                                                                                                                                                                • Skiworld
                                                                                                                                                                                                • Thomas Cook Group PLC
                                                                                                                                                                                                • Thomson Holidays
                                                                                                                                                                                                • TUI AG
                                                                                                                                                                                                • TUI Travel PLC

                                                                                                                                                                                                Snowsports - UK - April 2014

                                                                                                                                                                                                £1,995.00 (Excl.Tax)