Ski market fell by 11% last season
The number of skiers travelling abroad from the UK dropped by 11% to 956,300 last season compared with the previous winter, according to Crystal’s ski industry report.
Tour operator bookings dropped 10%, largely due to capacity cuts in France. Independent bookings were down 13% and schools bookings fell 9%.
Despite the fall, Crystal managing director Mathew Prior said tour operators had enjoyed a more profitable season than in 2008/09, when overcapacity led to widespread discounting.
“Operationally, last winter was terrible, with extreme weather, airline strikes and the volcano,” he said.
“On the positive side, the Olympic Games in Vancouver was great for skiing, we had the first winter X Games in Tignes, continuing investment in resorts and some great snow.
“Early bookings were well down and sterling was weak against the euro, but our profitability was rescued by capacity cuts.”
Of the total tour operator market, France’s share of bookings fell from 37% to 33.2%, due to the cuts and the perception of France as an expensive destination.
Austria, Italy and France marginally improved their share of bookings.
Crystal’s sales rose from 145,000 to 148,000, but sister companies Thomson and First Choice bore the brunt of cuts; Thomson bookings fell from 53,000 to 30,000 and First Choice sales slumped from 42,000 to 22,000.
Dinah
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