Value for money amid the cost of living crisis is of utmost importance to consumers as they look to take advantage of the first “post-Covid restrictions” ski season, new research reveals.
France is considered to be the top destination to provide the most cost-effective winter sports break as the UK faces a shift in the economy due to inflation and increasing prices.
While some people are having to forgo their ski holiday this year in light of rising costs, more than half (55%) of 2,000 polled for Club Med are still going ahead, but with certain factors taking on more importance.
More: Comment: Ski resorts will thrive this season despite cost-of-living crisis
When looking to book a destination or resort, value for money is now the single most important factor for 40% of people, and this is of the greatest concern to those aged between 45-54.
Meanwhile, 39% of frequent skiers deem good conditions and snowfall as one of the most important factors. Resorts located in Les Arcs and La Rosiere see a higher than average snowfall in December, with La Rosiere on average getting 52cm on average in the run up to Christmas alone, which helps to explain their popularity early in the season.
In light of the cost of the living crisis, 53% of people polled are considering a different winter sports destination. France comes out on top as the destination perceived to provide the best value for money and this is echoed by trends seen at Club Med. Sales at its French resorts for the upcoming season are up 36% compared with the same time last year.
This upcoming ski season is set to be the first full, undisrupted season since winter 2018-19, following three years of travel restrictions imposed due to the global pandemic.
Despite cost of living concerns, 60% of frequent skiers still plan to spend more on a winter sports holiday this year after such a lengthy period away from the slopes.
Regular 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.
Data from Club Med reflects this with the average order value of its winter sports holidays increasing by 9% year-on-year due to heightened demand for luxury holidays.
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.
The all-inclusive model is the leading option for accommodation for the first time, overtaking self-catering, which was the most popular last winter, according to Club Med. Google Trends data from September also shows a 3,450% increase in people in the UK searching for the term ‘all-inclusive family holidays’.
People are looking to organise their holidays further in advance with research showing that 87% of frequent skiers have already booked their trip six months or further in advance.
This is in contrast to last year where 72% of frequent skiers were prepared to book at less than a month’s notice. Club Med data further supports this, showing that clients have booked at least three months earlier when compared to the 2021-22 season.
Of those polled, 46% cited that this year will be their first winter sports holiday and of these, two in five (40%) mention this is down to wanting to try something new.
Throughout 2022, the travel industry has been presented with an array of issues, including the situation that unfolded at airports earlier this summer.
When reviewing the airport and airline chaos of recent months, 69% of Brits are now considering travelling with hand luggage only to avoid long delays or lost luggage. As many as two-thirds (66%) would consider holiday options which avoid flying altogether.
In terms of destinations, Switzerland (38%) continues to be the most popular for the ski season, followed by France (37%), Austria (28%), Italy (27%) and Canada (23%).
Aspen, Saint Moritz and Les Deux Alpes topped the most popular Club Med resorts list, followed. by Alpe d’Huez and Val d’Isere.
With climate change at the forefront of public consciousness, 58% of the people surveyed look at the sustainability credentials of their holiday provider before booking – a figure up from 54% in 2021.
The issues which have the biggest environmental impact when it comes to international holidays are seen to be air pollution (48%), energy consumption (39%) and plastic waste (39%) according to the research.
Club Med UK and Nordics managing director Nicolas Bresch said: “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.”
He added: “As always, we are working closely with our customers and trade partners to understand where the greatest demand for new resorts lies and aim to accommodate.
“We understand that sustainability is becoming increasingly important for holidaymakers, and we are proud to say it has and always will be a priority for us.”
More: Comment: Ski resorts will thrive this season despite cost-of-living crisis