The most recent data on the UK ski travel industry from the Mountain Trade Network has now been published.
Whist the total market seems to have seen a slight drop in numbers versus the year before, there are still encouraging booking signs with 75% of people intending to ski this winter that haven’t yet booked their holiday.
But it’s clear that rising costs are impacting the amount of skiers and snowboarders that are booking holidays – will that change this season? Intent to book is high and so it looks likely that the 2025-26 season will see growth in skier numbers from the previous year.
Some of the key findings of the survey include:
- Total market looks to have dropped slightly in the 2024-25 winter versus the previous season
- The catered chalet market continues to recover following Brexit and COVID
- 3-star hotels still climbing compared to other categories
- Bookings are being made earlier than before
- France is maintaining market share lead
- April still struggling despite record snow levels
- Return to an almost 50/50 split in booking choices tour operators versus direct
- Rise of the solo traveller – suggests costs mean ‘enthusiasts’ are leaving their partners behind
- Numbers skiing off piste is still increasing though touring is starting to drop off more
- Sharp increase in spend beyond the £2000 level
- Price is almost back to no 1 factor in destination choice
- Instagram on the rise, but resort websites still no 1 – AI use seems to be increasing for search
- Rising prices becoming very significant for more
- Whilst environmental factors seemingly decline
- Japan is still the dream for many, and looks set to remain so
- Bookings for next season on par with this time last year
Visit the Mountain Trade Network for further information: mountaintradenetwork.com
