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Snowsports - UK - May 2012

“The physically energetic/high-tempo or challenge aspects are important drivers, but secondary to the ‘softer’, emotional/spiritual experience of a landscape transformed by snow. Emphasising the latter theme is the key to maintaining and growing mainstream appeal. Offering a greater contrast of snowsports and other activities can also attract new customers to the market.”

– John Worthington, Senior Analyst

Some questions answered in this report include:

  • How can snowsports holidays be ‘mainstreamed’?
  • Can snowsports attract a broader popular demographic?
  • Half of consumers say they prefer to go on a more relaxing holiday. How can snowsports operators respond to this?
  • What is the future role of the tour operator/agent?
  • Should operators develop more flexible duration packages?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of snowsports holidays, 2006-16
              • Figure 2: Value forecast of snowsports holidays, 2006-16
            • Signs of pick-up after heavy fall
              • Package share increasing
                • Figure 3: Snowsports holiday market, by independent and tour operator volume, 2005/06-2010/11
              • France leads but Austria gains ground
                • Figure 4: Snowsports holidays, destinations visited, 2010/11
              • Club hotel trend
                • Weekend ski in decline
                  • Train travel doubles but remains a small niche
                    • Figure 5: Mode of travel for snowsport holidays, 2010/11
                  • Market factors
                    • Overseas travel flat
                      • Winter of discontent
                        • Indoor snow
                          • Bulgaria cheapest for ski
                            • Figure 6: Post Office Ski Resort Report, 2011/12
                          • Demographic boost
                            • Companies, brands and innovation
                              • Challenge to TUI
                                • Other key players
                                  • Ski-inclusive
                                    • Lifestyle concept
                                      • App re ski
                                        • Snow festivals
                                          • The consumer
                                            • Even split
                                              • Figure 7: Skiing holidays, past experience and future intentions, February 2012
                                            • Satisfied skiers
                                              • Strong AB/youth bias
                                                • Figure 8: Snowboarding holidays, past experience and future intentions, February 2012
                                                • Figure 9: Snowsports holiday behaviour, February 2012
                                              • Snowsports diversification
                                                • Aesthetics beats athletics
                                                  • Figure 10: Attitudes towards snowsports holidays, February 2012
                                                • Social ski
                                                  • Half prefer to relax
                                                    • Age concern
                                                      • Dry run
                                                        • What we think
                                                        • Issues in the Market

                                                            • How can snowsports holidays be ‘mainstreamed’?
                                                              • Can snowsports attract a broader popular demographic?
                                                                • Half of consumers say they prefer to go on a more relaxing holiday. How can snowsports operators respond to this?
                                                                  • What is the future role of the tour operator/agent?
                                                                    • Should operators develop more flexible duration packages?
                                                                    • Future Opportunities

                                                                        • Trend: Sense Of the Intense
                                                                          • Trend: Many Mes
                                                                          • Internal Market Environment

                                                                            • Key points
                                                                              • Flat is the new growth
                                                                                • Figure 11: Domestic vs overseas holidays, by volume, 2006-11
                                                                              • Overseas spend drops
                                                                                • Figure 12: Domestic vs overseas holidays, expenditure, 2006-11
                                                                                • Figure 13: Average spend per trip, domestic vs overseas holidays, 2006-11
                                                                              • Winter woes
                                                                                • Figure 14: Overseas holidays, seasonality, 2006-11
                                                                              • The multiple holidaymakers
                                                                                • Figure 15: Percentage of people who have taken a holiday or short break in the last 12 months, 2009-11
                                                                                • Figure 16: Total number of trips in last 12 months, 2010 and 2011
                                                                              • Snowsports participation declining
                                                                                • Figure 17: Participation in selected sports/activities in the last 12 months, 2006-11
                                                                              • Snowcation
                                                                                • Figure 18: Number of skier days at Scotland’s ski resorts, 2005/06-2010/11
                                                                                • Figure 19: Market share of Scotland’s ski resorts, 2005/06-2010/11
                                                                              • Indoor snow
                                                                                • Climate threat
                                                                                  • Snow holiday costs
                                                                                    • Figure 20: Post Office Ski Resort Report, 2011/12
                                                                                  • ABTA safety campaign
                                                                                  • Broader Market Environment

                                                                                    • Key points
                                                                                      • Economy double dips
                                                                                        • Figure 21: GDP quarterly percentage change, Q1 2004-Q1 2012
                                                                                        • Figure 22: UK Consumer Confidence Index, May 2011-April 2012
                                                                                      • AB growth good for ski
                                                                                        • Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                      • Growth of 25-34s offers further boost
                                                                                        • Figure 24: Trends in the age structure of the UK population, by gender, 2006-16
                                                                                      • Pound rallies against euro
                                                                                        • Figure 25: Annual average exchange rates for Sterling against other currencies, 2007-12
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • Market share dips slightly
                                                                                          • Figure 26: Snowsports holidays as a percentage of overseas holidays, 2006-11
                                                                                          • Figure 27: Types of holidays/short breaks taken in the last 12 months, 2009-11
                                                                                      • Who’s Innovating?

                                                                                        • Key points
                                                                                          • Snow Gurus
                                                                                            • Green snow
                                                                                              • Dynamic packaging ski
                                                                                                • Ski alternatives
                                                                                                  • Adventure film-making
                                                                                                    • Taking the piste
                                                                                                      • Skiplex
                                                                                                        • Snow geeks
                                                                                                        • Market Size and Forecast

                                                                                                          • Key points
                                                                                                            • Market shows slight pick-up
                                                                                                              • Figure 28: Volume and value of snowsports at current prices, 2006-16
                                                                                                            • Forecast
                                                                                                              • Figure 29: Volume forecast of snowsports holidays, 2006-16
                                                                                                              • Figure 30: Value forecast of snowsports holidays, 2006-16
                                                                                                            • Forecast methodology
                                                                                                            • Segment Performance

                                                                                                              • Key points
                                                                                                                • Package share rising
                                                                                                                  • Figure 31: Snowsports holiday market, by independent and tour operator volume, 2005/06-2010/11
                                                                                                                • France leads but Austria gains ground
                                                                                                                  • Figure 32: Snowsports holidays, destinations visited, 2005/06-2010/11
                                                                                                                • Male gender bias grows
                                                                                                                  • Figure 33: Snowsports holidays breakdown, by gender, 2005/06-2010/11
                                                                                                                • 80% ski/20% other activities
                                                                                                                  • Figure 34: Snowsports holidays breakdown, by discipline, 2005/06-2010/11
                                                                                                                • Club hotel growth
                                                                                                                  • Figure 35: Snowsports holidays breakdown, by accommodation, 2005/06-2010/11
                                                                                                                • Weekend breaks fall
                                                                                                                  • Figure 36: Snowsports holidays breakdown, by length of holiday, 2005/06-2010/11
                                                                                                                • Fly-ski still dominates
                                                                                                                  • Figure 37: Mode of travel for snowsport holidays, 2005/06-2010/11
                                                                                                                  • Figure 38: Number of passengers carried by Eurostar during winter seasons, 2005/06-2010/11
                                                                                                              • Market Share

                                                                                                                • Key points
                                                                                                                  • Challenge to TUI
                                                                                                                    • Figure 39: Tour operator sales, 2006/07-2010/11
                                                                                                                • Companies and Products

                                                                                                                    • Major players
                                                                                                                      • Crystal Ski
                                                                                                                        • Inghams
                                                                                                                          • Neilson
                                                                                                                            • Skiworld
                                                                                                                              • Thomson Ski
                                                                                                                                • Specialist operators
                                                                                                                                  • Erna Low
                                                                                                                                    • Igluski
                                                                                                                                      • Peak Retreats
                                                                                                                                        • Ski Club of Great Britain
                                                                                                                                          • Ski Independence
                                                                                                                                            • Ski Safari
                                                                                                                                              • Snowbombing (the festival)
                                                                                                                                              • Channels to Market

                                                                                                                                                • Key points
                                                                                                                                                  • Human contact remains key
                                                                                                                                                    • Figure 40: Mode in which snowsports holidays are purchased, 2005/06-2010/11
                                                                                                                                                • Skiing Holidays Experience and Intentions

                                                                                                                                                  • Key points
                                                                                                                                                    • Split population
                                                                                                                                                      • Figure 41: Skiing holidays, past experience and future intentions, February 2012
                                                                                                                                                    • Middle class occupation
                                                                                                                                                      • Interest declines with age
                                                                                                                                                      • Snowboarding Holidays Experience and Intentions

                                                                                                                                                        • Key points
                                                                                                                                                          • Boarding has bigger male bias
                                                                                                                                                            • Figure 42: Snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                        • Snowsports Holiday Destinations

                                                                                                                                                          • Key points
                                                                                                                                                            • Four in ten have been to France
                                                                                                                                                              • Figure 43: Snowsports destinations visited, February 2012
                                                                                                                                                            • Boarders likely to holiday in Britain
                                                                                                                                                              • Figure 44: Snowsports destinations visited, by snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                          • Snowsports Holiday Booking

                                                                                                                                                            • Key points
                                                                                                                                                              • First-time package bookers
                                                                                                                                                                • Figure 45: Travel arrangements for last snowsports holiday, February 2012
                                                                                                                                                              • Short break boarders
                                                                                                                                                                • Figure 46: Duration of last snowsports holiday, February 2012
                                                                                                                                                            • Snowsports Holiday Behaviour

                                                                                                                                                              • Key points
                                                                                                                                                                • One in ten go off-piste
                                                                                                                                                                  • Figure 47: Snowsports holiday behaviour, February 2012
                                                                                                                                                                  • Figure 48: Snowsports holiday behaviour, by past experience, February 2012
                                                                                                                                                                  • Figure 49: Snowsports holiday behaviour, by snowsports destinations visited, February 2012
                                                                                                                                                                  • Figure 50: Snowsports holiday behaviour, by other travel arrangements for last snowsports holiday, February 2012
                                                                                                                                                              • Snowsports Holiday Attitudes

                                                                                                                                                                • Key points
                                                                                                                                                                  • Beauty appeal
                                                                                                                                                                    • Figure 51: Attitudes towards snowsports holidays, February 2012
                                                                                                                                                                  • Positive attitudes
                                                                                                                                                                    • ‘Snowcial’ appeal
                                                                                                                                                                      • Gone to the dogs
                                                                                                                                                                        • All-inclusive ski
                                                                                                                                                                          • Negative attitudes
                                                                                                                                                                            • Chill-out preferred to big chill
                                                                                                                                                                              • Cost concerns
                                                                                                                                                                                • Too old, too cold
                                                                                                                                                                                  • Pre-holiday lessons
                                                                                                                                                                                    • Obstacles to ski: Pro-snowsports versus anti-snowsports
                                                                                                                                                                                      • Figure 52: Key impediments to taking a snowsports holiday, February 2012
                                                                                                                                                                                  • Targeting Opportunities

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Target groups
                                                                                                                                                                                        • Figure 53: Snowsports holidays target groups, February 2012
                                                                                                                                                                                      • Pure As The Driven Snow
                                                                                                                                                                                        • Demographic profile
                                                                                                                                                                                          • Marketing message
                                                                                                                                                                                            • Snow Softies
                                                                                                                                                                                              • Demographic profile
                                                                                                                                                                                                • Marketing message
                                                                                                                                                                                                  • Winter Wonderlanders
                                                                                                                                                                                                    • Demographic profile
                                                                                                                                                                                                      • Marketing message
                                                                                                                                                                                                        • Cold As Snow
                                                                                                                                                                                                          • Demographic profile
                                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                                                • Figure 54: Forecasts for snowsports holidays volume, 2011-16
                                                                                                                                                                                                                • Figure 55: Forecasts for snowsports holidays value, 2011-16
                                                                                                                                                                                                            • Appendix – Skiing Holidays Experience and Intentions

                                                                                                                                                                                                                • Figure 56: skiing holidays, past experience and future intentions, by demographics, February 2012
                                                                                                                                                                                                                • Figure 57: skiing holidays, past experience and future intentions, by demographics (continued), February 2012
                                                                                                                                                                                                            • Appendix – Snowboarding Holidays Experience and Intentions

                                                                                                                                                                                                                • Figure 58: Skiing holidays, past experience and future intentions, by snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 59: Skiing holidays, past experience and future intentions, by snowboarding holidays, past experience and future intentions (continued), February 2012
                                                                                                                                                                                                                • Figure 60: Snowboarding holidays, past experience and future intentions, by demographics, February 2012
                                                                                                                                                                                                            • Appendix – Snowsports Holiday Destinations

                                                                                                                                                                                                                • Figure 61: Snowsports destinations visited, by skiing holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 62: Snowsports destinations visited, by snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 63: Snowsports destinations visited, by demographics, February 2012
                                                                                                                                                                                                            • Appendix – Snowsports Holiday Booking

                                                                                                                                                                                                                • Figure 64: Travel arrangements for last snowsports holiday, by skiing holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 65: Travel arrangements for last snowsports holiday, by snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 66: Travel arrangements for last snowsports holiday, by snowsports destinations visited, February 2012
                                                                                                                                                                                                                • Figure 67: Duration of last snowsports holiday, by skiing holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 68: Duration of last snowsports holiday, by snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 69: Duration of last snowsports holiday, by snowsports destinations visited, February 2012
                                                                                                                                                                                                                • Figure 70: Duration of last snowsports holiday, by travel arrangements for last snowsports holiday, February 2012
                                                                                                                                                                                                                • Figure 71: Travel arrangements for last snowsports holiday, by demographics, February 2012
                                                                                                                                                                                                                • Figure 72: Duration of last snowsports holiday, by demographics, February 2012
                                                                                                                                                                                                            • Appendix – Snowsports Holiday Behaviour

                                                                                                                                                                                                                • Figure 73: Snowsports holiday behaviour, by skiing holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 74: Snowsports holiday behaviour, by snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 75: Snowsports holiday behaviour, by snowsports destinations visited, February 2012
                                                                                                                                                                                                                • Figure 76: Snowsports holiday behaviour, by travel arrangements for last snowsports holiday, February 2012
                                                                                                                                                                                                                • Figure 77: Snowsports holiday behaviour, by duration of last snowsports holiday, February 2012
                                                                                                                                                                                                                • Figure 78: Snowsports holiday behaviour, by demographics, February 2012
                                                                                                                                                                                                            • Appendix – Snowsports Holiday Attitudes

                                                                                                                                                                                                                • Figure 79: Attitudes towards snowsports holidays, by skiing holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 80: Attitudes towards snowsports holidays, by skiing holidays, past experience and future intentions (continued), February 2012
                                                                                                                                                                                                                • Figure 81: Attitudes towards snowsports holidays, by snowboarding holidays, past experience and future intentions, February 2012
                                                                                                                                                                                                                • Figure 82: Attitudes towards snowsports holidays, by snowsports destinations visited, February 2012
                                                                                                                                                                                                                • Figure 83: Attitudes towards snowsports holidays, by travel arrangements for last snowsports holiday, February 2012
                                                                                                                                                                                                                • Figure 84: Attitudes towards snowsports holidays, by duration of last snowsports holiday, February 2012
                                                                                                                                                                                                                • Figure 85: Attitudes towards snowsports holidays, by snowsports holiday behaviour, February 2012
                                                                                                                                                                                                                • Figure 86: Most popular attitudes towards snowsports holidays, by demographics, February 2012
                                                                                                                                                                                                                • Figure 87: Next most popular attitudes towards snowsports holidays, by demographics, February 2012
                                                                                                                                                                                                                • Figure 88: Other attitudes towards snowsports holidays, by demographics, February 2012
                                                                                                                                                                                                            • Appendix – Targeting Opportunities

                                                                                                                                                                                                                • Figure 89: Skiing holidays, past experience and future intentions, by target groups, February 2012
                                                                                                                                                                                                                • Figure 90: Snowboarding holidays, past experience and future intentions, by target groups, February 2012
                                                                                                                                                                                                                • Figure 91: Attitudes towards snowsports holidays, by target groups, February 2012
                                                                                                                                                                                                                • Figure 92: Target groups, by demographics, February 2012

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Airtours Holidays
                                                                                                                                                                                                            • Crystal Holidays
                                                                                                                                                                                                            • Erna Low
                                                                                                                                                                                                            • Eurotunnel Shuttle Services
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • First Choice Holidays & Flights Ltd
                                                                                                                                                                                                            • Guardian Media Group
                                                                                                                                                                                                            • Hotelplan Limited
                                                                                                                                                                                                            • Iglu.com
                                                                                                                                                                                                            • Inghams Travel
                                                                                                                                                                                                            • Land Rover UK
                                                                                                                                                                                                            • Neilson Active Holidays Limited
                                                                                                                                                                                                            • Skiworld
                                                                                                                                                                                                            • Thomas Cook Group PLC
                                                                                                                                                                                                            • Thomson Holidays
                                                                                                                                                                                                            • TUI Travel PLC
                                                                                                                                                                                                            • TUI UK
                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                            Snowsports - UK - May 2012

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