Ski: How to sell winter sport holidays

Don’t know your moguls from your St Moritz? Take advice from the experts in our how-to guide. Joanna Booth lends a hand

There’s nothing like expert knowledge to help you sell, and this adage is especially true when it comes to ski holidays.

Skiers tend to know a lot about winter destinations, so don’t try to make it up. They will notice, and you will have lost a sale.

Ski Dream marketing manager Michael Brabin said: “Make sure you ask the right questions and offer to get back to them once you’ve spoken to a specialist and done more research.”

First you need to establish which resort will suit the customer best.

Resorts

Find out:

• The skiing experience of those travelling. Are they beginners or do they ski and snowboard regularly? Novices don’t require vast expanses of ski slopes, but will benefit from resorts with good ski schools, accommodation close to the slopes and other activities in case they tire of skiing
  
• How long will they stay? If it’s a short break they’re unlikely to need a huge ski area
  
• Are they looking for a small, traditional resort or something large and purpose built?
  
• How important are the lengths of the flight and the transfer to the resort? If they’re willing to travel a little further they can find quieter ski resorts offering better value for money
  
• What terrain do they like? Some people are after powder, others love groomed runs, some want steep runs and others aren’t happy without moguls (large humps of snow on the runs)
  
• What are their après-ski needs? For some, the party afterwards is as important as the skiing. Older tourists or families may want to avoid rowdy resorts, instead looking for good restaurants or family-friendly activities
  
• Get an idea of their budget. Neilson promotions manager Sonia Turner said: “Particular countries are perfect for those on a budget, such as Bulgaria, Slovenia and Romania. If customers want to spoil themselves, offer a fully catered chalet or a five-star hotel with spa facilities.”

Accommodation

Next it’s time to establish what accommodation will suit them. Ask:

Chalet, apartment or hotel?

Ski Dream’s Brabin said: “In Europe, eating out can be expensive, so catered chalets are popular, where a host cooks you dinner and breakfast. It’s a great way to meet people, but check the standards as they vary wildly.

“In North America eating out is much more reasonably priced, so catered chalets are rare. It’s worth pointing this out to skiers heading across the pond for the first time.

“Self-catering apartments allow real flexibility, as visitors can make their meals when they wish. These are often popular with families, especially in North America, where the apartments (called condos) tend to be huge.”

How important is location?

It’s often everything. Skiers will sometimes choose a ski-in/ski-out three-star hotel over a luxury place that is a long walk or shuttle bus ride away.

Position affects price, so if clients want a nice hotel over a good location they can get more luxury for their money if distance isn’t a problem.

Make sure you know how far accommodation is from ski lifts and where it is positioned in the village.