British skiers were a little less likely to spend on ski vacations last season

A newly released report is the latest evidence that the global economic climate affected the British ski market last season.

According to the Ski Club of Great Britain’s annual Snowsports Analysis report, the UK snowsports market fell by six per cent overall in 2008-2009, with a current total UK snowsports market now estimated at 1.27 million people.

The decline in overall numbers can be attributed to the economic climate and the weak pound, although the report suggests that the excellent snow conditions may have influenced more people not to forego their wintersports holiday. Additionally the report discusses a returning confidence to the industry and last season’s great snow acting as a catalyst for more people to start skiing again or go for the first time.

A two per cent rise in the tour operator market means it now makes up 79 per cent of the overall market. This increase is at the expense of the independent sector, which now sits at 21 per cent. It seems more skiers favoured a package holiday as this enabled them to know the upfront cost of their holiday. The increased cost of flying at peak times with no-frills airlines, and ski carriage charges, may also have impacted the independent market.

France continues to dominate the UK snowsports market with a 43 per cent share which has stayed static from 2007-2008. Austria increased their market share by 2 per cent and Italy and Switzerland both saw a 1 per cent increase in market share which meant there was a small decline in visitors to American and Canadian resorts as well as to Andorra and Bulgaria.

The report goes on to identify the rise in the average cost of a snowsports holiday, going from £664 (per person) in 2007-2008 to £686 in 2008-2009. The pound’s weakness against the Euro and Swiss Franc meant that there were increased costs for holiday companies which in turn were passed on to the consumer.

“We are not surprised to be reporting a decline in the overall snowsports market after a really challenging winter season,” said Caroline Stuart-Taylor, Chief Executive of the Ski Club. “The ‘credit crunch’ hit at a bad time for the snowsports market, but the ski industry is actually very resilient and we are feeling positive as we head into 2009-2010. Already we have seen ski operators offering some excellent early season deals and combined with the industry pulling together to promote the snowsports to both existing skiers and boarders, as well as first timers, we are remaining cautious but confident as we head into the winter season.”

Other findings from the report include:

• Skiers make up 79% of the snowsports market and snowboarders 18%.
• The ski weekend decreased by 5% with the market share for a seven day holiday rising to 81%.
• Market share for the train as a transport method to get to snowsports holidays increased 1% year on year to 6%.
• The catered chalet maintains its dominance in the UK snowsports market with a 37% share of the market.
• 45% of the snowsports market is made up of females, and 55% males.
• Scottish resorts received just over 5,000 fewer visitors than the previous season, but Cairngorm Mountain, Glenshee and The Lecht all saw an increase in skier days.

The Snowsports Analysis 2009 was compiled using data from questionnaires sent to UK tour operators and transport companies following the 2008-2009 season. This data was supported by other industry reports and information.

The Ski Club of Great Britain is a not-for-profit organisation aimed at making snowsports cheaper and more accessible and is open to all skiers and snowboarders.

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