The Ski Industry Report 2005 from Crystal Ski shows that the ski market has continued growing, despite predictions some years ago that it would face a decline in popularity, and rose by 3.8% in winter 2004/05. It was the third successive year in which the number of skiers traveling abroad on ski and snowboard holidays from the UK exceeded one million.
The Report’s ski and snowboard overview amalgamates information from tour operators’ own statistics, AC Nielson’s TravelTrack market research, CAA published statistics, tourist office figures and travel agency feedback.
The number of independent travelers continued to rise in line with expectation and grew from 314,000 to 330,000. However, the number of passengers carried by tour operators also rose significantly, from 600,000 to 626,000.
Notably, for the first time in ten years we have seen a fall in the number of seats available to airports servicing short-haul ski destinations. Significantly, no frills airlines cut their capacity on ski routes for the first time ever, down from 904,000 to 824,000, with operators like EasyJet withdrawing from key alpine target airports like Zurich.
Scheduled airlines also offered 70,000 fewer seats, down from 1.14m to 1.07m. The only aviation sector to increase capacity was tour operators’ charter airlines, which rose from 397,000 to 401,000.
The destinations chosen by holidaymakers were consistent with 2003/2004. France, Switzerland, Italy and Andorra all recorded small falls, but France remained the most popular ski destination, taking 36.1% of skiers, down from 36.5% in 2004/05.
Austria rose for the second year running and remains the UK’s second most popular ski destination, taking 20.1% of holidaymakers, up from 19.8% in 2003/04. Italy remains in third place at 15.7%, down from 16% and Andorra fourth at 13.7% down from 13.8%.
America and Canada continued their steady pattern of growth seen over the last few years, rising to 6% in 2004/05 from 5.8% the previous winter.
But the biggest increase was seen in Bulgaria, up from 2.1% of the ski market to 2.8%. With its low prices attracting entry-level skiers this is a positive sign for the ski market.
Crystal Ski remains the biggest operator in the ski market according to their report and showed steady growth in passenger numbers, as did Inghams and Thomson.
Looking forward Crystal predict the ski market will continue to grow and that the growth we have seen over the last years is in line with the increase in people taking active holidays. Specifically in 2005/06 we will they expect to see more ski holidays to the USA aided by the favourable dollar rate and new twice weekly direct flights to Denver as well as to central and Eastern European ski resorts, with new routes to Serbia and Bulgaria.
Crystal expect to see the trend towards using specialist ski operators continue. As customers are increasingly well-traveled and knowledgeable about skiing, it is our view that ski holiday sales by the general travel agent are in terminal decline. Crystal believe that by 2010 generalists will only account for about 20% of ski sales.
No frills carriers, combined with chartered and scheduled operators, helped develop the ski industry and although we predict aviation capacity will be further reduced in 2005/06, the consumer will continue to enjoy an excellent choice of ski holidays at competitive prices.
