Gen Z and Millennials are driving winter sports travel, while older travellers explore alternative alpine experiences.
Young travellers are fuelling a resurgence in winter sports tourism, with 16% of Gen Z and 17% of Millennials planning ski or snowboard holidays, compared with just 3% of Boomers. Resorts are responding with budget-friendly lodging, Instagram-worthy viewpoints, and sustainable practices to meet younger travellers’ preferences.
Anja Hajnsek of Hut to Hut Hiking Dolomites provides insight into how this new wave of alpine travellers is broadening the already diverse mountain experiences beyond extreme winter sports, making it more accessible for people of all ages.
Skiing Trends: On a Positive Slope
Winter sports travel is experiencing a clear generational divide. Data shows that younger travellers, particularly Gen Z and Millennials, are embracing skiing and snowboarding trips in greater numbers, while older generations are increasingly opting for alternative winter experiences.
- Youth appeal: Ski resorts offer affordable, social, and visually striking experiences that resonate with Gen Z and Millennials.
- Sustainable travel: Younger travellers prioritise eco-conscious practices, prompting resorts to showcase green initiatives and reduce environmental impact.
- Social media influence: Instagrammable slopes, après-ski spots, and photogenic mountain landscapes drive interest among younger audiences.
- Boomer shift: Older travellers often favour milder winter holidays, cultural trips, or wellness-focused alpine stays rather than skiing.
- Alternative alpine options: The Dolomites provide opportunities for guided winter hiking, snowshoeing, and scenic hut-to-hut treks, catering to those seeking adventure without skiing.
Making the Most of Multigenerational Winter Trips
Choose activities that suit multiple experience levels: Whether skiing, snowboarding, snowshoeing, or guided hut-to-hut hikes, pick options that feel exciting but manageable.
- Plan a versatile itinerary: Combine winter sports with cultural visits, scenic viewpoints, or wellness-focused alpine experiences to keep the trip engaging for all participants.
- Prioritise sustainable choices: Select eco-friendly accommodations, responsible operators, and low-impact activities to support environmentally conscious travel.
- Seek expert guidance: Mountain guides and local instructors provide safety, insider knowledge, and reassurance, helping you push boundaries while staying safe.
- Capture and reflect: Take notes, photos, or sketches to document experiences, track achievements, and preserve memories from each adventure.
“Times are changing. Gen Z and Millennials are looking for adventure, social connection, and sustainability on the slopes. In response, resorts are offering more visually striking runs, budget-friendly lodgings, and vibrant après-ski experiences. This fresh energy is transforming alpine destinations across the Dolomites and the Alps, making them dynamic hubs for winter travel.
For older travellers, skiing may present some unique challenges and require a few adaptations. However, the mountains can still offer rich and rewarding experiences for them. Families, friends, and multigenerational groups can enjoy guided winter walks, snowshoeing, and hut-to-hut treks, discovering quiet valleys, scenic viewpoints, and charming alpine villages that often go unnoticed on crowded pistes. These activities provide safety, pace, and depth while immersing visitors in the region’s natural beauty and cultural heritage.
Alpine travel today offers something for every generation. Whether on skis, boots, or snowshoes, travellers can embrace both challenge and discovery. Completing a steep trail, navigating a snow-covered valley, or reaching a remote mountain hut brings a tangible sense of achievement and exhilaration. Confidence grows, memories deepen, and the mountains reveal their versatility, offering transformative experiences for multigenerational groups willing to explore beyond the slopes,” says Mountain Travel Specialist Anja Hajnsek from Hut to Hut Hiking Dolomites.
