Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

UK Skiing and Snowboarding Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Skiing and Snowboarding market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products covered in this report

This Report covers holidays taken to ski resorts by UK consumers. A holiday is considered as a trip that includes an overnight stay outside of the UK. Unless otherwise stated, UK ski resorts are not included in this Report.

What you need to know

The skiing and snowboarding market was estimated to be worth £2.7 billion in winter 2017/18. This represented an improvement on winter 2016/17, when the industry was hit by poor snow fall across Europe. However, the wider winter holiday industry is suffering somewhat, with consumer spending in 2017/18 down by an estimated 8.6% compared to the previous winter. This is driven by consumers being more cautious with their spending and seeking cheaper destinations.

The ski and snowboarding market may be slightly protected from the wider winter holiday trend. Its core audience tends to be wealthier and more financially optimistic than most. Consumers are also increasingly seeking out healthy activities and a sense of experience that these holidays can provide.

Ski resorts and tour operators need to broaden their appeal to attract a new audience. Providing incentives such as a free ski lesson upon booking and partnering with UK ski slopes to promote the sports may help. There is also a market for nonsnowsports holidays to ski resorts which has not yet been fully explored.

Expert analysis from a specialist in the field

Written by Helen Fricker, a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

There are numerous consumers trends that ski resorts and tour operators can tap into to widen the audience for these types of holidays. Interest in health and fitness continues to grow in the UK so active holidays are likely to appeal. A break to a ski resort can provide both physical exercise and a chance to switch off from everyday stresses and technology. Helen Fricker
Associate Director - Leisure

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Ski and snowboard market estimated to be worth £2.7 billion
              • Figure 1: Estimated ski and snowboarding market size, 2015/16 – 2017/18
            • Winter holidays abroad boom slowing
              • Figure 2: Forecast of winter holidays abroad market volume, 2012/13-2022/23
              • Figure 3: Forecast of winter holidays abroad market value, 2012/13-2022/23
            • Companies and brands
              • Mixed performance from key ski operators
                • Winter Olympics campaign and governing body initiatives
                  • Indoor ski innovation
                    • Global brands flocking to the Alps
                      • Creating better access to the slopes
                        • The world’s first ski wearable
                          • The consumer
                            • A fifth of men have been to a ski resort in the last five years
                              • Figure 4: Holidays taken to ski resorts in last five years, April 2018
                            • Skiing more popular than snowboarding
                              • Figure 5: Participation in skiing and snowboarding on holiday in last five years, April 2018
                            • All-inclusive most popular board type
                              • Figure 6: Ski resort board/accommodation type usage and consideration, April 2018
                            • Package holidays most common
                              • Figure 7: Booking type for ski resort holiday taken in last five years, April 2018
                            • Affordability the greatest issue
                              • Figure 8: Factors encouraging holidays to a ski resort, April 2018
                            • Fathers key target for holidays to ski resorts
                              • Figure 9: Future interest in holidays to a ski resort, April 2018
                            • Low price and guaranteed snow most important
                              • Figure 10: Booking factors for holidays to ski resorts, April 2018
                            • Two thirds would forgo a ski holiday but physical challenge appeals
                              • Figure 11: Attitudes towards holidays to ski resorts, April 2018
                            • What we think
                            • Issues and Insights

                              • How can more people be encouraged to take holidays to ski resorts?
                                • The facts
                                  • The implications
                                    • Promoting a different side of ski resorts
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Ski and snowboard market estimated to be worth £2.7 billion
                                            • Winter holiday boom slowing
                                              • Increase in holiday plans
                                                • From too little to too much snow
                                                  • Ski holidaymakers feeling more financially stable than most
                                                    • Exchange rates in favour of non-Eurozone areas
                                                      • Rising fuel costs could put end to cheap flights
                                                      • Market Size and Forecast

                                                        • Ski and snowboard market estimated to be worth £2.7 billion
                                                          • Figure 12: Estimated ski and snowboarding market size, 2015/16 – 2017/18
                                                        • Winter holiday boom slowing
                                                            • Figure 13: Winter holidays abroad, value and volume, 2012/13-2022/23
                                                            • Figure 14: Forecast of winter holidays abroad market volume, 2012/13-2022/23
                                                            • Figure 15: Forecast of winter holidays abroad market value, 2012/13-2022/23
                                                          • Forecast methodology
                                                          • Market Drivers

                                                            • From too little to too much snow
                                                              • Holiday plans looking up
                                                                • Figure 16: Consumer holiday booking behaviour and intentions, February 2016 – February 2018
                                                              • Transformative travel trend
                                                                • Ski holidaymakers feeling more financially stable than most
                                                                  • Figure 17: Trends in respondents who describe their financial situation as healthy, March 2017 – February 2018
                                                                • Exchange rates favour non-Eurozone areas
                                                                  • Figure 18: Pound versus euro and US Dollar, April 2016-April 2018
                                                                • Rising fuel costs could put end to cheap flights
                                                                  • Figure 19: US Gulf Coast Kerosene-Type Jet Fuel Spot Price FOB (Dollars per gallon), April 2014-April 18
                                                                  • Figure 20: Europe Brent Spot Price FOB* (Dollars per Barrel), April 2014-April 18
                                                              • Companies and Brands – What You Need to Know

                                                                • Mixed performance from key operators
                                                                  • Winter Olympics campaign and governing body initiatives
                                                                    • Indoor ski innovation
                                                                      • Global brands flocking to the Alps
                                                                        • New flight routes
                                                                          • The world’s first ski wearable
                                                                          • Key Players

                                                                            • Crystal Ski
                                                                              • Inghams, Esprit Holidays, and Ski Total
                                                                                • Neilson
                                                                                  • Skiworld
                                                                                  • Launch Activity and Innovation

                                                                                    • Winter Olympics campaign and governing body initiatives
                                                                                      • Indoor ski innovation
                                                                                        • New resort and accommodation openings
                                                                                          • Global brands flocking to the Alps
                                                                                            • New flight routes
                                                                                              • Creating better access to the slopes
                                                                                                • Off-slope luxury and entertainment
                                                                                                  • High-class accommodation
                                                                                                    • Outdoor activities to suit all tastes
                                                                                                      • The world’s first ski wearable
                                                                                                        • New retailer to the market
                                                                                                        • The Consumer – What You Need to Know

                                                                                                          • A fifth of men have been to a ski resort in last five years
                                                                                                            • A holiday for the wealthy
                                                                                                              • Skiing more popular than snowboarding
                                                                                                                • All-inclusive most popular board type
                                                                                                                  • Package holidays most common
                                                                                                                    • Affordability the greatest issue
                                                                                                                      • Fathers a key target for holidays to ski resorts
                                                                                                                        • Low price and guaranteed snow most important
                                                                                                                          • Two thirds would forgo a ski holiday but physical challenge appeals
                                                                                                                          • Holidays Taken to Ski Resorts

                                                                                                                            • A fifth of men have been to a ski resort in last five years
                                                                                                                              • Figure 21: Holidays taken to ski resorts in last five years, April 2018
                                                                                                                              • Figure 22: Holidays taken to ski resorts in last five years, by age and gender, April 2018
                                                                                                                            • A holiday for the wealthy
                                                                                                                            • Skiing and Snowboarding Participation and Profiles

                                                                                                                              • Skiing more popular than snowboarding
                                                                                                                                • Figure 23: Participation in skiing and snowboarding on holiday in last five years, April 2018
                                                                                                                              • Snowboarding for the youngsters
                                                                                                                                • Figure 24: Ski and snowboard participation, by age and gender, April 2018
                                                                                                                              • Resort and social media less important to skiers
                                                                                                                              • Board and Accommodation Type

                                                                                                                                • All-inclusive most popular board type
                                                                                                                                  • Battle between B&B and catered chalets
                                                                                                                                    • Figure 25: Ski resort board/accommodation type usage and consideration, April 2018
                                                                                                                                  • All-inclusive appeals due to weak Pound
                                                                                                                                    • Figure 26: Attitudes towards booking a holiday to a ski resort, April 2018
                                                                                                                                • Booking Type

                                                                                                                                  • Package holidays most common
                                                                                                                                    • Figure 27: Booking type for ski resort holiday taken in last five years, April 2018
                                                                                                                                  • Youngest snow fans less fixed
                                                                                                                                    • Flexibility versus value for money
                                                                                                                                        • Figure 28: Attitudes towards booking a holiday to a ski resort, April 2018
                                                                                                                                    • Factors Encouraging Holidays to a Ski Resort

                                                                                                                                      • Affordability the greatest issue
                                                                                                                                          • Figure 29: Factors encouraging holidays to a ski resort, April 2018
                                                                                                                                        • Parents with dependants feel the pinch
                                                                                                                                            • Figure 30: Factors encouraging holidays to a ski resort, by parental status, April 2018
                                                                                                                                          • Younger generation most price conscious but can be enticed
                                                                                                                                              • Figure 31: Top six factors encouraging holidays to a ski resort, by age and gender, April 2018
                                                                                                                                            • Current holidaymakers can easily be encouraged to ski more
                                                                                                                                              • Figure 32: Factors encouraging holidays to a ski resorts, by previous holiday to a ski resort, April 2018
                                                                                                                                          • Future Interest in Holidays to a Ski Resort

                                                                                                                                            • Fathers a key target for holidays to ski resorts
                                                                                                                                              • Figure 33: Future interest in holidays to a ski resort, April 2018
                                                                                                                                              • Figure 34: Future interest in holidays to a ski resort, by age and gender, April 2018
                                                                                                                                            • A quarter of newbies interested in ski trip
                                                                                                                                              • Scenery and tranquillity should be marketed
                                                                                                                                              • Booking Factors for Holidays to Ski Resorts

                                                                                                                                                • Low price and guaranteed snow most important
                                                                                                                                                  • Online reviews more important than friend and family opinions
                                                                                                                                                    • Figure 35: Booking factors for holidays to ski resorts, April 2018
                                                                                                                                                  • Skiing and non-skiing almost as important
                                                                                                                                                    • Allow for added extras
                                                                                                                                                      • Promote short transfers
                                                                                                                                                        • Familiarity more of a driver for parents and wealthy
                                                                                                                                                          • Men and older Millennials less open to the unknown
                                                                                                                                                            • Drivers differ for package and indie bookers
                                                                                                                                                              • Figure 36: Selected booking factors for holidays to ski resorts, By booking type of previous holiday to ski resort, April 2018
                                                                                                                                                              • Figure 37: Selected booking factors for holidays to ski resorts, by booking type of previous holiday to ski resort, April 2018
                                                                                                                                                          • Attitudes towards Holidays to Ski Resorts

                                                                                                                                                            • Two thirds believe people can forgo a ski holiday…
                                                                                                                                                              • ..but the physical challenge appeals
                                                                                                                                                                • Cold climate a deterrent for many
                                                                                                                                                                    • Figure 38: Attitudes towards holidays to ski resorts, April 2018
                                                                                                                                                                  • Short snow breaks not appealing
                                                                                                                                                                    • Figure 39: Attitudes towards holidays to ski resorts, April 2018
                                                                                                                                                                  • Environmental impact
                                                                                                                                                                    • Parents and younger ski fans a target for snow gear sales
                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Abbreviations
                                                                                                                                                                          • Consumer research methodology
                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                            • Winter holidays abroad
                                                                                                                                                                              • Figure 40: Forecast of winter holidays abroad, market volume, 2017/18-2022/23
                                                                                                                                                                              • Figure 41: Forecast of winter holidays abroad, market value, 2017/18-2022/23
                                                                                                                                                                            • Forecast methodology