The annual Crystal Ski Industry Report was published yesterday and confirms a fall in the UK outgoing ski market of 5% last winter. When combined with figures from the previous two seasons this means the total drop since the 2007/08 peak is around 30%. Whilst the Crystal figures are not bullet proof, they are a pretty good indicator of trends. Our own experience reflects the 5% decrease for last winter - although that came on the back of significant growth in the previous two seasons.
A number of factors combined to make last winter a tricky one. Christmas and New Year fell on what would normally be a “change over” day, Easter was very late and snow conditions were not good (although the reality on the ground was often far better than skiers had anticipated before setting off). With continuing economic woes it was always going to be a hard sell.
At Ski Famille we experienced very strong bookings in the run up to last winter (including for the late Easter period) but when we got to mid January and little fresh snow had fallen for an extended period of time sales slowed. This trend extended through into February and March. The chalet market as a whole became discount driven and we opted out of the race to the bottom!
When looked at over the past few seasons France is the big loser. Whilst still the single largest destination for Brit skiers, total visitor numbers have taken a beating. The view of many, and one I share, is that it is perceived as being too expensive. The infamous Courchevel 1850 €8.00 beer and €20.00 spag bol are not representative of France as a whole though. France can still be great value for money if you go to the right place and do it in the right way. From a position of enormous bias (!) I would argue that the catered chalet package is now one of the best value ways of staying in the French Alps.
Christmas, New Year and Easter days/dates are less of a challenge for next winter and we have, of course, put in an order for increased snowfall. Difficulties remain though; over the December to April period last year the exchange rate averaged €1.18/£1 and we’re now back around the €1.10/£1 mark. Suppliers in ski resorts have little leeway to give more and the recovery in the UK economy seems decidedly sluggish.
However … skiing and boarding remains some of the best fun you can have wearing multiple layers of clothing and there is only so long people will go without their fix. We’re seeing early bookings up on last year and the gut feel is that the decline in the ski market has bottomed out.
PlanetSki report summary and interview >>
Crystal Ski Industry Report 2011 >>
Chris
www.skifamille.co.uk
1 comments:
I agree that catered chalet accommodation can provide excellent value for money, however, the standard of many French hotels has seriously lagged behind the likes of Austria and even Italy.
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