The rise of SNOWMADS – spike in people hitting the slopes alone in 2025

A sales report from luxury ski provider VIP SKI has revealed a 45% increase in Brits taking ski holidays alone – as digital snowmads take to the slopes.

Reflecting on the 2023/24 winter season, the holiday company saw bookings nearly double on the previous year, stating the popularity of remote working had pushed sales.

Observations from VIP SKI insiders say the number of corporate group bookings has fallen in recent years, with the ‘work trip’ falling out of favour with Gen Z and younger millennial employees.  Instead, as work becomes more flexible, professionals are taking a ‘work-from-home’ approach to the slopes.

Winter-loving digital nomads are actively seeking new ways to integrate work and leisure, with ski resorts fast becoming their preferred destinations in 2025 – the rise of the snowmads trend. These individuals break away from the traditional office setup, opting for the fresh mountain air and choosing ski resorts as their temporary remote work bases.

But its not just work-life balance giving people the confidence to travel alone, as VIP SKI has found many of those booking solo breaks are looking to experience the snow with fellow enthusiasts – leaving uninterested family at home

VIP SKI reports that solo travel bookings at the halfway point of the 2024/25 season are already on par with the total for the previous year. This mirrors industry-wide trends – last year’s Adventure Travel Conference revealed that 16% of new travellers were going solo, with the biggest surge in the 35-44 age group (up 23% year on year).

To meet this demand, VIP SKI offers a selection of luxury catered chalets ideal for single travellers, providing a welcoming environment to meet fellow skiers and snowboarders. Recognising that the cost of travelling alone can be a barrier, VIP SKI offers bespoke solo travel deals, including complimentary transfers to and from Geneva.

Gareth Crump, Sales Director at VIP SKI commented: “Skiing isn’t for everyone, and if your friends or family don’t share your enthusiasm, that shouldn’t stop you from getting out on the slopes. More people are realising they don’t have to wait for company, they can take a solo ski break and meet like-minded skiers when they arrive.

“With solo and nomadic travel on the rise, we’re focused on ensuring our holidays cater to their needs. For example, we offer complimentary ski guiding at Bear Lodge and Bellevarde Lodge on the first two mornings of each stay, a perfect way for solo skiers and snowmads to meet others, familiarise themselves with the ski area, and make the most of their time in the mountains.”