In the early stages of the millennium ski season, traditional destinations such as Austria and Switzerland are showing the greatest growth in sales, mainly at the expense of Italy.
France, established as the clear market leader for the foreseeable future, is holding its position well, while Andorra is reaping the just rewards of high investment in recent years.
Meanwhile, Crystal reports that other less mass-market ski destinations such as Bulgaria and Slovenia continue to be popular, particularly with beginners. A spokesman said: “Bulgaria is cheap and cheerful, while Slovenia is excellent value for money, offering high-quality Austrian standards for Eastern European prices.”
Scandanavian countries such as Sweden and Norway remain popular among families for their wide range of winter activities.
France
The 1998/99 season saw a 1.9% rise in UK market share, from 27.2% to 29.1%. This reflects the British preference for linked ski-in, ski-out areas like l’Espace Killy and the Trois Vallees. The Savoie resorts offer the most reliable snow conditions in Europe.
In many Savoie resorts, notably Meribel, Val d’Isere and Flaine, English is virtually the first language and although the clubs are not cheap, they are open late.
France’s other great advantage is accessibility. “Self-drive is the cheapest way of getting to the slopes,” said AITO chairman and owner of Ski Independence John Bennett.
Certainly the operator’s lead-in price of £39 per person (Channel crossing plus seven nights’ self-catering for six in an apartment in Briancon in December) is hard to beat.
From Calais, it takes 7hrs to drive to Chamonix and 8hrs to the Tarentaise. Eurostar operates a Friday and Saturday rail service to Moutiers and Bourg St Maurice from London Waterloo. Going by train on a Friday night adds an extra day’s skiing to a week’s holiday. First Choice rivals this with its Friday evening flights from Gatwick to Lyon.
Sample price: Crystal Holidays – Courchevel, Hotel Ducs de Savoie (four star), from £795 per week, half-board; Hotel Courcheneige (three star), from £599 per week, half-board; catered chalet from £389 per week, half-board.
Italy
In 1997/98, Italy’s favourable economy saw it rival Austria for second place in the UK market. However, a slump in bookings in 1998/99 saw it fall back to a distant third place.
The problem was snow, which fell so prolifically on the northern Alps, but barely at all on the southern slopes. Add this to the spin-off from membership of the European Monetary Union, which inhibits the low prices that should accompany the perennially weak lira, and the future looks bleak.
Additionally, the indefinite closure of the Mont Blanc tunnel has cut off the popular Aosta valley resorts of Courmayeur, La Thuile and Cervinia from their convenient access via Geneva Airport.
On a brighter note, Turin’s victory in the battle for the 2006 Winter Olympics will ensure increased investment in facilities in the resorts of Sestriere and Sauze D’Oulx.
Sample price: First Choice – Cervinia, Hotel Astoria (three star), from £399 per week, half-board; Hotel Grivola (two star), from £409 per week, half-board.
Andorra
Unlike France, Andorra has a finite number of beds to offer. Early bookers are getting the best choice and the main resorts are reporting a 13% increase in bookings on the same time last year.
The late 1990s have already seen huge investment in lifts, snow-making facilities and upgraded accommodation. With the ‘no frills’ airlines Ryanair, EasyJet and Debonair flying into Barcelona, Toulouse and Carcassone, getting to Andorra is straightforward and inexpensive.
For the 1999-2000 season, the booking pattern is shifting from the north to the south of England, a reflection of the fact that Andorra is now excellent value rather than bargain basement.
It is also an ideal place to learn to ski or snowboard, with instructors who speak English as a first language in all the resorts.
Part of this year’s £31m expansion budget will fund the link between Grau Roig and Soldeu and the new eight-seater telecabine between Soldeu and the village of Canilio. When the work is completed, the ski area between Pas de la Casa and Canilo will have 188km of linked pistes.
Sample price: Thomson – Soldeu/El Tarter, Aparthotel Edelweiss, from £319 per week, half-board; Sport Hotel, from £409; Calbo Apartments (self-catering), from £225 per week, half-board.
Italy
In 1997/98, Italy’s favourable economy saw it rival Austria for second place in the UK market. However, a slump in bookings in 1998/99 saw it fall back to a distant third place.
The problem was snow, which fell so prolifically on the northern Alps, but barely at all on the southern slopes. Add this to the spin-off from membership of the European Monetary Union, which inhibits the low prices that should accompany the perennially weak lira, and the future looks bleak.
Additionally, the indefinite closure of the Mont Blanc tunnel has cut off the popular Aosta valley resorts of Courmayeur, La Thuile and Cervinia from their convenient access via Geneva Airport.
On a brighter note, Turin’s victory in the battle for the 2006 Winter Olympics will ensure increased investment in facilities in the resorts of Sestriere and Sauze D’Oulx.
Sample price: First Choice – Cervinia, Hotel Astoria (three star), from £399 per week, half-board; Hotel Grivola (two star), from £409 per week, half-board.
Austria
In 1994, when Austria was first overtaken by France as the number one choice for British skiers, it had more than 25% of the UK market. By 1997-98, the strong schilling and five years of indifferent snow had reduced that share to less than 20%.
A weaker currency saw an upturn to 21.8% of the market last season and tour operators are reporting a flood of bookings for 1999-2000.
Another factor contributing to this growth is last year’s massive snowfall. “It is a sad irony that the media attention given to the avalanche has left the public with the impression that Austria has excellent snow conditions,” said First Choice marketing director Adrian Harwood.
With bookings up 50%, First Choice has added flights and hotel accommodation for the second edition of its brochure. Further increases are anticipated, provided the Austrian hoteliers allocate extra beds to the UK market.
However, despite Austria’s excellent ski track record, not all the resorts offer an unrivalled infrastructure. The top Arlberg resorts of Lech, Zurs and St Anton are as well equipped and sophisticated as any in the Alps, but other resorts have struggled in the past.
As most flights go either to Zurich or Munich, transfers are less straightforward than in other Alpine countries, but learning to ski in an Austrian village is likely to lead to lifelong addiction, if only because the apres-ski is so much fun.
St Anton, preparing to host the World Championships in 2001, is a great testing ground for expert skiers and other Austrian destinations, among them Obergurgl, Kitzbuhel, Schladming and the Montafon Valley, offer challenging intermediate pistes.
Sample price: Airtours – Kitzbuhel, Hotel Jagerwirt (four star), from £369 per week, half-board; Hotel Montana (three star), from £399; Pension Horl (two star), from £269 per week, half-board.
Switzerland
Switzerland is now a niche destination, with a market share of 5%-7%.
In the mid 1990s, when the pound was worth only SF1.7, the country lost out to the US, but the current exchange rate of SF2.3 saw many return in 1998/99.
Swiss Travel Service managing directorTony Schultz reports gains of 10% for 2000, with Davos, Klosters, St Moritz and the Bernese Oberland leading the field.
In Wengen, the Mannlichen cable car is being rebuilt with a more convenient base station nearer to the centre of the village in time for a Christmas Eve opening. Meanwhile, in Verbier developments continue with new chairlifts and snow-making facilities.
Sample price: Swiss Travel Service – Murren, Hotel Eiger (four star), from £641 per week, half-board; Hotel Jungfrau (three star), from £575 per week, half-board.