Survey shows up major ski brands
The three largest ski operators have some of the worst customer satisfaction ratings in the industry, according to a recent survey carried out on behalf of the Ski Club.
Using Net Promoter Scores (NPS) to access each brand, it found that two of the three biggest ski operators had a negative rating.
To find a brand’s NPS, clients were asked how likely they were to recommend the company to a friend or colleague and the number of detractors was deducted from the number of promoters.
Erna Low had the top rating of 73, while the worst performing operator received a rating of -40. The three largest operators scored -5, +9 and -1, but the Ski Club declined to say which scores were attributable to which tour operator.
The top resorts were Whistler in Canada, with an NPS of 68.8, Obergurgl & Hochgurgl in Austria (60.2) and Banff in Canada (58.3).
The worst were Arinsal in Andorra with -7.7, Borovets in Bulgaria (-5) and Niederau-Oberau in Austria (-2.4).
Overall, the USA and Canada had the highest satisfaction rating of 56, followed by France with 42 and Austria with 38, closely followed by Switzerland with 37 and Italy with 34. Eastern Europe achieved a score of just 7.
Of the airlines that fly to ski resorts, most were rubbished by passengers. SWISS achieved the highest rating of 50, followed by British Airways with 11, but all the rest scored a negative rating.
The survey asked the opinions of 21,000 people, including 13,000 skiers.
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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