Ski Industry Report 2012
The Ski Industry Report 2012 includes all information available on the winter sports industry into one unified report. The sources include tour operators own statistics, Snowsport GB data, CAA published statistics, tourist office figures and travel agency feedback. The figures quoted cannot therefore be taken as absolute but, because of the breadth of sources used, are believed to be as balanced and accurate as possible. Please note the term ski has been used within the report as a form of shorthand for the whole of the winter sports market.
+3% 1,227,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 140,000 (11%) -13% 1,064,000 384,000 140,000 (31%) (13%) 703,000 (57%) 327,000 (31%) 597,000 (56%) -10% 956,300 127,400 (13%) 294,300 (31%) 534,600 (56%) -5% 910,900-1.8% 894,700 122,700 (13%) 117,700 (13%) 270,200 267,000 (31%) (30%) 518,000 510,000 (56%) (57%) -4.1% -1.2% -1.5% The overall ski market declined by 1.8% last winter Both the tour operator market and the independent travel sector experienced marginal declines <2% The schools and student market experienced a further decline of 4% yoy with the schools market down 6% 0 07/08 08/09 09/10 10/11 11/12 Tour Operators Independent Travel Schools + Students
2010/2011 2011/2012 (Total Tour Operator Market 518,000) (Total Tour Operator Market 510,000) Switzerland 6.0% Bulgaria 4.0% Andorra Others 6.4% 5.7% Austria 26.7% Bulgaria Andorra Others 2.7% 6.5% 3.5% Switzerland 4.9% Austria 27.9% USA/CAN 4.6% USA/CAN 4.5% Italy 14.1% France 32.5% Italy 15.4% France 34.6%
France continues to hold the number one position in the market at 34.6% (2010/11: 32.5%) Increased half board, added hotel value and all inclusive packages drove increased hotel sales. Self catering also saw year on year growth. Austria 27.9% (2010/11: 26.7%) Once again Austria increased its market share due to continued well priced half board offering. Fantastic snow conditions. Italy 15.4% (2010/11: 14.1%) Share has increased, thanks to strong growth in self catering and good value hotel accommodation in areas such as the Milky Way. Growth with the background of poor snow versus the rest of Europe has been aided by increased flights to Verona. Andorra increased its market share to 6.5% (2010/11: 6.4%) This is the country s third year of growth, despite poor snow early in the season. Customers are enticed by the well priced and good quality hotels. Switzerland 4.9% (2010/11: 6%) With the strength of the CHF, Switzerland has continued to struggle to attract increasingly value conscious skiers. North America 4.5% (2010/11: 4.6%) Share has dropped slightly due to poor snow in the USA, but consumers favourites such as Whistler in Canada showed an increase of visitors. Bulgaria 2.7% (2010/11: 4%) A reduction in share to Bulgaria mirrors similar declines in other smaller destinations.
180,000 (Total Tour Operator Market 510,000) 160,000 140,000 120,000 100,000 80,000 2009/2010 2010/2011 2011/2012 60,000 40,000 20,000 0 Crystal Inghams Neilson Esprit/Total Thomson Ski World First Choice
Crystal, 169,000 TUI SKI: 207,000 (+ 2%) Thomson, 31,000 TUI Ski remains clear market leader with 41% share First Choice, 7,000 Crystal increases its share to 33%, a 1% increase. First Hotelplan: 130,000 (- 3.7%) Choice volume falls to 7000 skiers Esprit/Total, 44,000 Inghams, 86,000 Hotelplan share reduces to 26%, with Inghams at 17% and Total/Esprit at 9% Thomas Cook: 73,000 (- 6%) Thomas Cook remains in third place with 14% of this market Neilson, 73,000
Student Ski Market 2011/12 (24,000) The student market has remained stable at 24,000 skiers Competitive market with new entrants (Nortlander and Sunweb) Wasteland 19% Nortlander/Sunweb 1% Outgoing 13% Off The Piste* 32% TUI brands 59% of overall market as a result of securing the Varsity contract Events Travel Company 8% Ski Alpine* 17% Varsity Trip 10% BUSC (University Championship event operated by ETC) decreasing in size Pressure on student finances impacting on student discretional spend in resort Varsity: Annual Oxford and Cambridge ski trip * TUI brands Core destinations Val Thorens, Val d'isère, Tignes and Les Arcs; Austria: Mayrhofen
School Ski Market 2011/12 (90,000) Interski 11% Others 17% Tui School Ski 33% Overall market size estimated to be 90,000 skiers, down 6% year on year PGL School ski market continues to 6% consolidate, but remains vital to the future health of the industry Club Europe 2% Visions 4% SkiPlan 16% Equity 11% YouGov research, commissioned by TUI Travel PLC, highlights that 34% of respondents having their first ski experience on a school ski trip the biggest single source of new skiers
Ski Holiday Industry 2012
Continued uncertainty in the wider economy Relatively poor early snow fall later booking market Fantastic snow across most of Europe Booking surge as the snow arrived and maintained through the season Operational challenges Core destinations performed well Growth of added value and all inclusive Premium holiday revival
Average Snowfall in Winter 10/11 versus Winter 11/12 185 165 On-line ski searches double in one week Far greater snow build = strong, late market 145 CM 125 105 85 65 Generic ski search terms down 46% yoy 45 25 www.skiclub.co.uk, average snowfall Les Arcs, Tignes, Alpe D Huez, Kitzbühel, Mayrhofen, St Anton, Whistler, Vail, Sestriere & Cervinia Winter 2010/2011 Winter 2011/2012
what our customers have told us France 1. Chamrousse 2. La Rosière 3. Serre Chevalier Austria 1. Alpbach 2. Rauris 3. Bad Hofgastein Canada -Banff/Lake Louise USA -Steamboat Andorra -Pas de la Casa Switzerland 1. Grindelwald 2. Verbier 3. Zermatt Italy 1. Val di Fassa 2. Claviere 3. Courmayeur Slovenia - Kranjska Gora Bulgaria -Borovets
NEW with Crystal Ski for 2011/12 Free learn to ski packages 20 resorts across seven countries Book early and get hotel vouchers Goes from strength to strength Brand in its own right More All-Inclusive holidays Available across the programme Certainty of spend
Crystal Adaptive launched in 2011 Over 250 adaptive customers Crystal provided helpers throughout the season Continued dedication to raise more funds Last season Crystal raised 56,000 Our vision is skiers and snowboarders with a disability should be able to ski alongside the able bodied as equals at all ski facilities and resorts. With the help of Crystal and its customers this can become a reality! Fiona Young CEO Disability Snowsport UK Huge big Thank You for making Matthew s wish come true. We had the most amazing time. Everything we could possibly have wanted. Matthew loved the adaptive skiing. Liz Taylor, mother of Matthew
Holidays fall favourably next season Resorts are investing heavily to improve facilities Tour operators are working hard to attract the next generation of snowsport enthusiasts A more stable economic environment should lead to a bottoming out of the market
Crystal Ski DST House St. Mark s Hill Surbiton KT6 4QD 020 8939 5027 www.crystalski.co.uk