Club Med Ski Report 2023/24

Welcome to Club Med's 10th annual ski report, which seeks to examine the latest developments within the industry as we look ahead to the winter 2022/23 season.

The Economy of Ski

"Following years of travel restrictions, the upcoming ski season is finally set to return to the first full, undisrupted season since winter 2018/19. This is incredibly uplifting for both ski enthusiasts and the travel industry as a whole, and as such, the demand for winter sports holidays has never been higher. 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."

Nicolas Bresch, Managing Director
UK & Nordics at Club Med

Download the Report

"Despite the rising cost of living, 55% of Brits are still going ahead with their winter sports holiday as planned."

The rising cost of living is having an increasing impact on booking behaviours related to holidays. While some people are having to forgo their ski holiday this year in light of increasing costs, 55% of those polled are still going ahead, but with certain factors taking on more importance. When looking at a destination or resort, value for money is now the single most important factor people are considering ahead of making their selection, and this is of the greatest concern to those aged between 45-54.

More than half (53%) of people polled are considering a different winter sports destination in light of the cost of living crisis. When it comes to making money go further, and getting more bang for your buck, France comes out on top as the destination perceived to provide the best value for money. Vast ski domains bursting with activities to cater for both avid skiers and novices, help to explain why France continues to be one of the most popular ski destinations for Brits, and the range of the offering helps to keep costs down and provide more value for money. This is echoed by trends seen at Club Med, with sales at French resorts for the upcoming season up 36% compared with the same time last year, with Les Arcs Panorama, Alpe d’Huez and Tignes amongst their bestselling resorts.

Nicolas Bresch, Managing Director, UK & Nordics at Club Med comments:
“When it comes to value for money, securing the cost of a holiday in advance provides reassurance to customers. With that in mind and with prices and currencies fluctuating in these uncertain times, we’ve made a promise to our customers and are guaranteeing that the price of their stay will not change after booking. We believe the all-inclusive ski holiday model will be more attractive than ever given this, with customers feeling safe in the knowledge that they are not going to be hit with lots of additional costs after booking.”

While value for money and spending in light of the cost of living crisis are front of mind for many, 60% of frequent skiers are in fact planning to spend more on a winter sports holiday this year. With the first restriction- free season upon us, it is evident that avid winter sports enthusiasts are wanting to get back to the mountains and are willing to spend more to achieve this type of holiday. Frequent skiers are prepared on average to spend £1,979 per person, an increase of 53% (£689) compared to average spends for the 2021/22 season.

Reflecting this, Club Med has seen the average order value (AOV) of their winter sports holidays increase by 9% year-on-year as the demand for luxury and privacy in the holiday market continues on an upward trajectory. When it comes to spending more on a luxurious experience, Club Med is opening its very first Exclusive Collection ski resort in Val d’Isère for the winter 2022/23 season. This resort is already at 70% occupancy capacity for the opening month in December.

For the 2022/23 season, the all-inclusive model is the leading option for accommodation

Other factors also impacted by rising inflation and the cost of living include the type of accommodation people are considering for their winter sports holiday. More than half (57%) of those polled are reconsidering their accommodation options. This year, for the first time, the all-inclusive model is the leading option for accommodation, overtaking self-catering, which was the most popular for the 2021/22 season. Google Trends data from September 2022 taking a look at the past 12 months, also shows a 3,450% increase in people in the UK searching for the term ‘all-inclusive family holidays.’

Frequent skiers are prepared on average to spend £1,979 per person, an increase of 53% (£689) compared to average spends for the 2021/22 season.

More than half of frequent skiers (53%) had their winter sports holiday impacted by travel and/or Covid–19 restrictions across the 2020/21 season and as such 39% of those affected had their holiday postponed to 2022/23. Following Covid-19, a flexible cancellation policy has risen in importance for holidaymakers. Almost half of Brits (45%) say it is the most important aspect when booking, which has increased by 15% compared to 2021.