Ski market expected to withstand shock of Brexit
Brexit is likely to put only a slight dent in the ski market over the next three years despite the higher cost of foreign currency, according to the Ski Club of Great Britain’s annual consumer research report.
When asked if their skiing habits would change, only 7% of the 17,000-plus respondents said they would take fewer holidays after the result of the EU referendum, and much of this was due to other factors such as lifestyle changes.
A further 28% said they would ski more and 65% said their habits would not change.
Of the 2,500 non-skiers, over 7.2% said they were likely to take up skiing in the next three years when asked before the referendum, but when asked the same question after the result was announced, this figure dropped to 4.5%.
The Ski Club survey, which is the only independent piece of consumer research in the snowsports market, found that 97% of skiers intended to ski again in the coming season.
Almost 40% will venture off-piste, a 3.7% rise over last year, and 12% will go snowboarding, which is a slight decrease on 2015.
France is the most popular country for skiers and 74% of those who skied their last year will go back, compared to 61% who skied in Austria and only 49% of skiers who went to North America.
Guaranteed snow is the number factor when choosing a resort, followed by the size of the ski area and quality of accommodation. How busy the slopes are is also of growing concern for skiers, along with the price.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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