Term-time holiday ban hits family ski trips
Restrictions on parents from taking their children out of school during term time has led to a drop in the number of families skiing, according to research by the Ski Club of Great Britain.
Some 38% of parents who normally skied with their children said their plans had been affected by the virtual ban on term-time holidays and 42% of these said they had decided not to book ski trips because of the restrictions.
These represented just under 4% of the 15,000 people who responded to the Ski Club’s annual consumer survey.
However, the research found that 93% of skiers intended to take to the slopes again next season and that 47% of lapsed skiers planned to return to the sport, up 3% on last year.
The Ski Club research found the skiers were taking multiple longer breaks and fewer short trips and that the majority – 42% – choose to stay in hotels.
The research also found that overall customer experience is improving, with tour operators and resorts achieving higher Net Promoter Score ratings.
Price is still the greatest cause of discontent, followed by a poor flight and airport experience.
Booking lead times have risen slightly with 64% booking more than three months in advance, up 3% on last year, and only 13% confirming their plans with less than a month to go, a 1% drop on last year.
Overall, the ski holiday market remains consistent with 61% stating they will take the same number of holidays over the next five years, but some 32% will take more.
Levels of spend per head remain fairly consistent from 2014, as does what people seek in the resort they choose – with guaranteed snow, the size of the ski area and price remaining the most important factors.
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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