Decline in UK snowsports market confirmed
Tuesday, 21 Oct, 2009
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The UK snow sports market fell by six per cent across all sectors last winter although the tour operator market share rose.
The total UK snow sports market is now reported at 1.27 million people, according to the Ski Club of Great Britain’s annual Snow sports analysis report.
The drop in overall numbers was attributed to the economic climate and weak pound.
However, the report suggests that the excellent snow conditions may have influenced more people not to forego their winter sports holiday.
Additionally, the report discusses a returning confidence to the industry and last season’s great snow acting as a catalyst for more people to start skiing again or go for the first time.
A two per cent rise in the tour operator market means it now makes up 79% of the overall sector.
This increase is at the expense of the independent sector, which now sits at 21%.
“It seems more skiers favoured a package holiday as this enabled them to know the upfront cost of their holiday,” according to the Ski Club.
“The increased cost of flying at peak times with no-frills airlines, and ski carriage charges, may also have impacted the independent market.”
France continues to dominate the UK snow sports market with a 43% share – although this has stayed static from 2007/08.
Austria increased their market share by 2% and Italy and Switzerland both saw a 1% increase.
This meant there was a small decline in visitors to the US and Canada and to Andorra and Bulgaria.
The report goes on to identify the rise in the average cost of a snowsports holiday, going from £664 per person in 2007/08 to £686 in last winter.
The pound’s weakness against the euro and Swiss franc meant that there were increased costs for holiday companies which in turn were passed onto travellers.
Ski Club chief executive Caroline Stuart-Taylor said: “We are not surprised to be reporting a decline in the overall snowsports market after a really challenging winter season.
“The ‘credit crunch’ hit at a bad time for the snow sports market, but the ski industry is actually very resilient and we are feeling positive as we head into 2009/10.
“Already we have seen ski operators offering some excellent early season deals and combined with the industry pulling together to promote the snowsports to both existing skiers and boarders, as well as first timers, we are remaining cautious but confident as we head into the winter season.”
Other findings from the report include:
- Skiers make up 79% of the snow sports market and snowboarders 18%.
- The ski weekend decreased by 5% with the market share for a seven day holiday rising to 81%.
- Market share for the train as a transport method to get to snow sports holidays increased 1% year on year to 6%.
- The catered chalet maintains its dominance in the UK snow sports market with a 37% share of the market.
- 45% of the snow sports market is made up of females, and 55% males.
- Scottish resorts received just over 5,000 fewer visitors than the previous season, but Cairngorm Mountain, Glenshee and The Lecht all saw an increase in skier days.
by Phil Davies
Phil Davies
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