In what will be the first uninterrupted ski season since 2018/19, Brits appear extra keen to get back on the slopes.
Operator Club Med’s annual report – The Economy of Ski: The Financial Factors Impacting the Upcoming Season – shows the financial factors currently at play. It notes that the rising cost of living is having an increasing impact on the booking behaviours of holidaymakers.
However, although some are cancelling ski holiday plans this season, 55 per cent of those polled are still going ahead, but the financial aspect is becoming more relevant. The most important factor when looking for a destination or resort is value for money, particularly for those aged between 45-54, according to the report.
More than half (53 per cent) were also considering a different destination to make money go further. France is the country perceived to be best value, due to the range of offerings, allowing customers to make cost-effective choices.
But not everyone is trying to save money. Latest figures reveal that frequent skiers are prepared to spend on average £1,979 per person this year – an increase of 53 per cent (£689) compared to average spend in the 2021/22 season.
Covid-19 is still impacting the industry, with a flexible cancellation policy the top priority for 45 per cent of British holidaymakers when booking – an increase of 15 per cent compared to 2021.
Nicolas Bresch, Managing Director, UK & Nordics at Club Med, said: “Based on our sales and booking trends to date, we are confident this is going to be a record-breaking season.
“However, while this winter provides the opportunity for many to return to the slopes without the disruptions of seasons past, we are very aware that the cost of living crisis means budgets are being squeezed, so it is more important than ever that we continue to offer incredible value for money and deliver experiences that provide memories for a lifetime.”