Snowsports analysis 2010 - Ski Club of Great Britain

Snowsports
analysis 2010
Ski Club of Great Britain
The White House, 57-63 Church Road, Wimbledon Village, London, SW19 5SB.
0845 45 807 83
skiclub.co.uk I analysis@skiclub.co.uk
Photo credits: britishsnowtour.com, Eurostar,
Heavenly, Jack Affleck, JunakandJunak.co.uk
Tom Dixon, vanessafry.com, Vail Resort Inc.
XXX-XXX-000
skiclub.co.uk I analysis@skiclub.co.uk
Welcome to the 2010
Snowsports Analysis compiled
by the Ski Club of Great Britain
This report aims to give an
overview of the UK snowsports
market using empirical research
from UK tour operators combined
with a variety of other thirdparty sources.
Overview
• The snowsports travel market dropped
to its lowest figure since the 00/01 season
at 1.12 million passengers for 09/10.
The Snowsports Analysis profile
• The number of people taking a snowsports
holiday dropped by 12% compared to the
08/09 season.
• Independent and unbiased.
• Uses comparative data from the last
ten seasons.
• Uses data from both large and smaller
independent tour operators.
• Ideal for market planning and industry
comment.
• Published by the independent,
not-for-profit organisation, Ski Club of
Great Britain.
Other data sources used in the
Snowsports Analysis
• Scottish skier days 2009 -10, individual
Scottish resorts.
• Crystal Industry Report 2010.
• Eurostar ski train passenger figures 09-10.
2
The snowsports market
• The percentage of passengers travelling
with a tour operator in 09/10 increased to
80% from 78.5% in the 08/09 season.
Contents
The snowsports market
3
Buying a snowsports holiday
4
How snowsports holidays are purchased
Average cost of a snowsports holiday
Snowsports holiday breakdown 6
Accommodation, length of holiday, transport
Countries and resorts
8
Domestic snowsports 10
Scottish resorts, artificial slopes
Disciplines
12
Gender
13
Looking forward
14
Ski Club of Great Britain 15
• The independent market share decreased
again for the second season in a row to
20% (from 21.5% in 08/09). This is the
lowest market share the independent
sector has held since the 03/04 season,
when it was 20.2%.
Why have we seen these
changes?
• Economic circumstances in the UK have
meant that people are still cautious about
taking holidays. For people who have
previously taken a summer holiday and a
snowsports holiday, they may have had
to choose between the two, in some cases
with the snowsports holiday missing out.
• Many tour operators reduced their
capacities for the 09/10 season, as they
predicted a reduction in people wanting
to take a snowsports holiday. This meant
that there were fewer holidays on sale.
• The weak pound against the Euro and
Swiss Franc continued to be an influencing
factor, impacting the price of holidays and
meaning in-resort costs were high for
British tourists.
• Despite many tour operators (most
notably the bigger tour operators) cutting
Total snowsports travel market
2000 - 2010
capacity, the tour operator market
increased its market share in 09/10. This
could be down to the financial security
which booking with a bonded tour operator
brings, and the ‘value for money’ tour
operators can offer with inclusive packages.
• A decline in market share for the
independent market may be attributed to
less people taking a second short break
that they put together themselves, and the
weak pound contributing to higher costs
of putting a package together yourself.
Independent traveller
Tour operator
TOTAL
%
INCREASE/
DECREASE
2009/10
224,000
896,000
1,120,000
2008/9
274,000
998,000
1,272,000
2007/8
316,000
1,037,000
1,353,000
2006/7
305,000
1,008,000
1,313,000
2005/6
278,000
991,000
1,269,000
2004/5
259,000
970,000
1,229,000
2003/4
244,000
961,000
1,205,000
2002/3
235,000
954,000
1,189,000
2001/2
210,000
950,000
1,160,000
2000/1
205,000
897,000
1,102,000
-12.0%
-6.0%
+3.0%
+3.4%
+3.3%
+2.0%
+1.4%
+2.5%
+2.3%
3
Buying a
snowsports
holiday
The average cost
of a snowsports holiday
How snowsports holidays
are purchased
• The average cost of a snowsports holiday was impacted
primarily by the weak pound, meaning higher in-resort costs
were translated back to the tour operator, and thus onto the
cost of the holiday.
• The average cost of a snowsports holiday increased again
for the third year in a row. The cost is now at its highest
level since the millennium at £714, and it is the first time it
has broken the £700 barrier since 01/02.
• Online booking again witnessed the biggest growth. The online
booking systems available through the larger tour operators
continue to improve and a number of companies now offer
online booking as their only method of booking. People are now
more confident and trusting of using the internet to not only
research their holiday, but also to go on and book it.
• For the seventh season in a row the ‘high street’ travel
agent saw a drop in market share as other methods of booking a
snowsports holiday continue to gain in popularity.
• The average cost of a snowsports holiday may also have
been impacted by the reduction in the availability of late
deals (due to reduced capacity by tour operators), meaning
fewer cheap holidays were sold.
Buying a snowsports holiday 2001-2010
Buying a snowsports holiday 2003 - 2010
47%
22%
2006/7
46%
2005/6
45%
36%
2003/4
Phone
Ski Agency
22%
Email
9%
7%
7%
8%
7%
High Street
14%
12%
1%
1%
9%
1%
8%
2%
8%
2%
18%
25%
Online
1%
12%
16%
8%
21%
43%
2004/5
4
22%
21%
16%
Other
£642
£615
£645
£667
£651
£648
£664 £686
£714
20009/10
2007/8
8%
20008/9
7%
20007/8
21%
20006/7
47%
1%
20005/6
2008/9
19%
20004/5
6% 6%
20003/4
21%
20002/3
47%
2001/2
2009/10
5
Transport
Accommodation 2002 - 2010
• Flights remain the most popular mode of transport
for people travelling on a snowsports holiday, although
their market share dropped by 1% year-on-year.
35% 34% 38% 37% 37% 37% 37% 35%
33% 33% 30% 33% 32% 31% 31% 32%
Accommodation
Length of holiday
• Seven day holidays continue to dominate
the market and season 09/10 saw a 2%
increase in market share year-on-year.
• Weekend breaks had a drop in market share
year-on-year. This decline in weekend breaks
may well be attributable to the fact that people
who in previous years had taken both a week
and a weekend break may now only ski for a
week. Weekend flights (leaving at peak times)
can also now be very expensive, putting
people off going away for a short break.
6
2008/9
2009/10
2007/8
2006/7
2005/6
2004/5
2003/4
2002/3
2008/9
2009/10
2007/8
2008/9
2009/10
2007/8
2006/7
2002/3
2009/10
2008/9
2007/8
Self catered chalet
2005/6
N/A N/A 3% 2% 2% 2% 2% 3%
2004/5
2006/7
2006/7
2005/6
2004/5
2003/4
2002/3
Club hotel
• For the fourth year in a row the relative popularity of
travelling by rail increased to 7%, putting their market
share back in line with the 03/04 figure. This was
despite the fact Eurostar ski train figures were marginally down on the 08/09 season (which was expected as
they operated fewer trains in the 09/10 season).
Self catered apartment
3% 4% 6% 6% 6% 6% 5% 4%
2009/10
2008/9
2007/8
2006/7
2005/6
2004/5
2005/6
2004/5
2003/4
2002/3
2009/10
2007/8
2006/7
2005/6
2004/5
2003/4
2002/3
2008/9
Hotel
10% 10% 6% 5% 4% 4% 6% 7%
2003/4
• For the second season in a row club
hotels witnessed a growth in popularity.
This could be due to the inclusive nature,
thus value for money, of club hotel holidays.
Catered chalet
2002/3
• Catered chalets had a 2% drop in their
market share but still hold the lead, just
edging out hotels. This drop may well be
down to reductions in capacity by tour
operators, while many tour operators also
cut the number of chalets on offer in their
programmes.
• Self-drive increased by 2% year-on-year as people, in
particular families and groups, saw the value in driving
to the Alps.
19% 19% 17% 17% 19% 20% 19% 19 %
2003/4
Snowsports
holiday
breakdown
Other
81
81
78
83
81
76
76
75
36,136
2007/8
30,800
2006/7
30,934
2005/6
30,541
2004/5
33,700
2003/4
37,500
1% 1%
13%
35,049
2008/9
2002/3
2009/10
13
13
13
15
17
4
5
6
6
5
1
1
3
3
16
DAYS
11
10
5
6
5
7EEKEND
3
3
2
2
/THER
6%
7%
72%
Number of
passengers
carried by
Eurostar –
winter
2002-2010
35,500
1%
3%
1%
2%
1%
2%
1%
2%
3%
1%
3%
14%
15%
14%
13%
12%
14%
5%
6%
7%
3%
6%
4%
6%
5%
6%
6%
5%
7%
71%
72%
73%
73%
72%
71%
Transport
2003 - 2010
Other
Fly-drive
Self-drive
Coach
Train
DAYS
Flight
Length of holiday 2002 - 2010
7 days
Weekend
Other
14 days
2003/4 2004/5 2005/6 2006/7 2007/8 2008/9 2009/10
7
Countries
and resorts
• France’s market share dropped to 39%,
the lowest it has been since the 04/05
season, although it does remain the
market leader. This drop can be attributed
to capacity cuts by tour operators, but
also the perceived lack of value offered by
French resorts. The high cost of eating and
drinking in particular has been covered
extensively in the UK ski press.
• Austria increased its market share by 2%
for the second season in a row. Part of the
reason for this is people seeking alternative
destinations to France where they can enjoy
cheaper on-mountain prices and lift passes.
• Andorran resorts had a successful season,
increasing their relative popularity to 4%
of the market. This was after a decrease in
market share in the previous season.
• Both Canadian and US resorts have
maintained their market share, despite the
challenges of the economic climate and
high airline fuel charges and taxes.
3%
3%
3%
Other
Bulgaria
3%
Bulgaria
7%
7%
39%
4%
Canada
2008/9
USA
USA
4%
Andorra
Andorra
Italy
Other
Austria
4% 4%
5%
Other
Austria
5%
4Bulgaria
%
France
4%
2007/8
43%
13%
4%
Bulgaria
France
Canada
5% USA
Canada
2006/7
43%
4%
7%
2005/6
43%
Andorra
Kitzbühel, Lech, Obergurgl, Saalbach,
St Anton.
Italy
France
17%
Bulgaria
France
Canada
Canada
42%
USA
2004/5
16%Switzerland
14%
Andorra
18%
France
USA
Austria
Italy
Canada
Italy
Bulgaria
Other
Austria
3% 3%
4%
Bulgaria
3
%
France
4%
7%
Austria
Andorra
Other
Austria
4%
Resorts in alphabetical order for each country
USA
Switzerland
Italy
4% 3%
Top 5 resorts in Europe
and North America
Switzerland
13%
18%
4%
Switzerland
Italy
6%
4%
Switzerland
20%
22%
4%
43%
14%
14%
Resorts
Canada
3%
2009/10
Countries 2004-2010
8
Other
3% 4%
3%
5%
18%
Austria
Andorra
France Switzerland
Other
USA
Switzerland
Les Arcs, La Plagne, Meribel, Tignes,Val d’Isere.
Italy
Alagna Gressoney, Cervinia, Courmayeur,
Sauze d’Oulx, Sestriere.
Switzerland
Davos Klosters, Saas Fee, Verbier, Wengen,
Zermatt.
Andorra
Canada
Italy
Banff, Fernie, Lake Louise, Tremblant,
Whistler.
Austria
USA
France
Aspen, Breckenridge, Jackson Hole, Vail,
Winter Park.
9
Cairngorm
The Lecht
Nevis Range Inverness
Aberdeen
Glenshee
Glencoe
Dundee
Glasgow
Edinburgh
Domestic
snowsports
Mountain continuing to be the most
popular Scottish resort.
Scottish resorts
• The total for Scottish skier days
reached over 374,000 for the 09/10
season. This is the greatest it has been
since the start of the millennium.
• All Scottish resorts saw an increased
number of visitors with Cairngorm
• A busy winter was fantastic news
for the Scottish resorts and was mainly
down to phenomenal snowfalls over
the season. Not only did Scottish resorts
have big snowfalls, but they were also
frequent and cold temperatures helped
keep the slopes in good condition. The
season was a long one, extending into
May and even June in some resorts.
150,000
145,000
130,000
110,000
118,000
111,000
116,614
90,000
81,400
70,000
60,000
64,004
55,401
50,000
40,000
30,000
62,000
62,685
54,646
58,500
50,636
55,586
55,000
44,800
37,111
35,893
27,471
20,000
19,795
18,354
10,000
20,885
25,252
38,553
10,836
7,557
7,000
18,430
16,623
2002/3
2003/4
13,200
11,149
2001/2
Scottish skier days 2000 - 2010
10
34,686
26,135
18,061
19,110
16,899
15,876
2007/8
2008/9 2009/10
• The UK indoor slopes continue to thrive.
As well as attracting people who are
getting ready for their holidays, the slopes
are working hard to attract new people
to snowsports. Tamworth SnowDome are
running ‘Learn to Ski in a Day’, offering
good value for money for first time skiers
and snowboarders.
• The outdoor artificial slopes also
continue to do well, particularly in the lead
up to the winter season, with many of
them developing their facilities to ensure
they are competing with the indoor slopes.
• The freestyle scene at both the indoor
and artificial slopes continues to be a
strong part of the UK snow scene, with
many slopes running freestyle days and
nights.
• Snowsport England, the national
governing body of snowsports in England,
are working closely with the UK snow
slopes (as well as schools and local
authorities) to introduce snowsports to
people who have not skied or snowboarded
before.
8,521
7,623
0
2000/1
39,007
23,021
23,000
22,303
18,338
12,000
52,147
43,000
42,460
36,000
34,842
65,000
table
Artificial slopes
2004/5
2005/6
Glencoe
2006/7
Nevis
The Lecht
Glenshee
Cairngorm
11
Ski
2009/10
2008/9
2007/8
2006/7
2005/6
2004/5
2003/4
2002/3
20% 21% 21% 18% 17% 16% 17% 18% 17%
2000/1
2009/10
2008/9
2007/8
2006/7
2005/6
2004/5
2003/4
• Snowboarding’s market share sits at
17% and, despite skiing taking an extra 1%
market share, snowboarding continues to
have a core following.
75% 76% 76% 77% 77% 78% 78% 79% 80%
2002/3
• Skiing continues to be the most popular
snowsports activity, increasing its market
share by 1% to 80%. This is a small rise but
suggests that skiing continues to be fashionable, with more people than in previous
years taking the decision to learn to ski as
opposed to snowboard.
Gender
Disciplines 2000-2010
2000/1
Disciplines
Board
• The gender split changed for the first
time since 07/08 and is now in line with
the 05/06 figures, with 57% of the market
being male and 43% female.
• The shift in gender split is surprising
as the snowsports industry continues to
encourage and embrace female participation.
Equipment manufacturers are continuing
to develop and promote female specific
equipment and events.
5% 3% 2% 2% 3% 3% 3% 2% 2%
59%
55%
58%
57%
57%
56%
55%
55%
57%
41%
45%
42%
43%
43%
44%
45%
45%
43%
2002/3
2003/4
2004/5
2005/6
2006/7
2007/8
2008/9
2009/10
2009/10
2008/9
2007/8
2006/7
2005/6
2004/5
2003/4
2002/3
2000/1
2009/10
2008/9
1% 3% 3% 3% 2% 1% 1%
2001/2
Non-ski
2007/8
2006/7
2005/6
2004/5
2003/4
2002/3
2000/1
0% 0%
Other
Gender 2001-2010
12
Female
Male
13
Looking
forward
Challenges
• The economic situation in the UK remains
unstable. People may continue to be
reluctant to commit to taking a holiday –
either waiting to book at the last minute or
not taking a holiday at all.
• The pound is still weak against the Euro
and Swiss Franc (although the exchange
rate is improving). This may act as a
deterrent to taking a European ski holiday.
• Christmas day and New Year’s day both
fall on a Saturday, meaning tour operator
flying schedules are disrupted. This may
put people off travelling over this period.
• Easter falls very late this season. People
may be put off travelling during Easter
holidays if they think snow conditions
will not be good enough. It is vital for the
industry to communicate that skiing at
the end of March and early April can still
be excellent.
14
Positives
• The economic outlook is more optimistic than this time last year. If confidence
returns it should have a positive impact on
the snowsports industry, with people who
haven’t skied for the last few years returning to take a snowsports holiday.
• The pound is strengthening which will
bring down in-resort costs for British skiers
and snowboarders. This may also win back
people who have not taken a snowsports
holiday in recent years.
• Resorts have been investing in their
marketing and revising their pricing working hard to try and win back UK skiers
and snowboarders.
• The over 50s market could be a growth
area for snowsports with this age bracket
having a high level of disposable income
and they are increasingly staying fitter and
healthier for longer.
• The UK indoor slope scene is thriving.
With governing body Snowsport England
trying to encourage more skiers and
snowboarders onto the UK slopes and tour
operators such as Crystal trying to aid the
transition from UK slopes to ski resorts,
this may have a positive impact on the
snowsports travel market.
The Ski Club
of Great Britain
The Ski Club of Great Britain is a not-forprofit recreational snowsports club aimed
at encouraging participation in skiing and
snowboarding, helping people get more
from their time on the slopes and sharing
information.
This is done in resort by offering Ski Club
Leaders in resort and running Ski Club
Freshtracks holidays, and in the UK
by offering comprehensive information
through the Ski Club website and
Ski+board magazine, as well as the ‘ask
the expert’ service offered to Ski Club
members.
• Over 33,500 individual members
• Over 100 affiliated ski holiday companies
• Over 1,000 affiliated UK retailers
•Over 1,400 affiliated overseas retailers
• 34 worldwide Ski Club resorts
skiclub.co.uk
15