Ski market shrinks for third year running
The size of the UK ski market fell by 5% last winter to 919,900 skiers, according to the Crystal Ski Industry Report 2011 published today.
The fall follows two years of decline of 13.3% and 11% respectively.
It was blamed on an exceptionally late Easter, a below average snowfall at the end of the season, and the extra Royal Wedding bank holiday, which had tempted more people to opt for a spring sunshine break.
The largest fall was seen in the independent travel sector, which fell by 8.2% to 270,200 skiers.
Crystal said this was predominantly due to the continuing increase in flight and ski carriage costs.
The tour operator market fell 3.1%, which was blamed on the later Easter.
The schools market also experienced a reduction in volume for the second time since 1999/2000 with a fall of 3.7%, similarly affected by the Easter shift.
But despite the overall number of skiers declining, the percentage of those travelling with tour operators has increased by just over one percent to 57%.
The top seven operators' market share represents 85% of the total tour operator market.
The report said it found strong evidence that “customers have stayed away due to financial constraints rather than falling out of love with the sport”.
It predicts that skiers will “continue to be price-sensitive next season, but the more favourable calendar combined with a hopefully more stable economic environment could lead to a "bottoming out" of the market”.
The report also found that:
– France continues to be the most popular country with British skiers accounting for 32.5% in the 2010/11 season, but it added: "This is the third consecutive year of fall in market share (down from 33.2%) predominantly due to the ongoing perception of high prices in resort."
– Austria increased its market share to 26.7% from 25.6%
– Italy's market share remains level with that of last year at 14.1%
– Andorra increased its market share to 6.4% from 6% which is attributed to the Andorran government's arrangements to assist tour operators, combined with cheaper holiday prices.
– Switzerland's 6% share is relatively steady
– North America's 4.6% share has dropped slightly due to additional flight costs driven by fuel and Air Passenger Duty.
– Bulgaria also saw a small increase to 4% due to the attraction of its low prices whilst the small countries sector shrunk by 0.4% reflecting erratic snow conditions.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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