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Table of Contents 1.

Executive summary and highlights ..................................................................................... 2

2.

Methodology ....................................................................................................................... 5

THE CONSUMER ...................................................................................................................... 6 3.

Response Overview ............................................................................................................. 7 3.1 How recently respondents skied.......................................................................................8 3.2 Ski experience of respondents.......................................................................................... 9 3.3 Ski Activities .................................................................................................................... 11 3.4 Age and gender ............................................................................................................... 12 3.5 Are the ex-skiers coming back? ...................................................................................... 14 3.6 The appetite for skiing amongst non-skiers................................................................... 15 3.7 Repeat purchase ............................................................................................................. 19

THE HOLIDAY MARKET ........................................................................................................ 21 4.

Sizing the market: accounting for the independent traveller. ......................................... 22

5.

The NPS of Ski .................................................................................................................. 31 5.1 Understanding Net Promoters Scores ............................................................................ 31 5.2 Finding the greatest advocates ....................................................................................... 34

6.

Who, when, how much? ...................................................................................................38 6.1 Party composition ...........................................................................................................38 6.2 Booking lead time.......................................................................................................... 40 6.3 When did you travel? ..................................................................................................... 43 6.4 Spend per head............................................................................................................... 45 6.5 Long and short breaks ....................................................................................................48 6.6 Type of accommodation .................................................................................................50 7.

Growing the market from within and ski habits ........................................................... 53

8.1 NPS distribution for ski companies................................................................................ 59 This year the NPS scores have improved somewhat for the larger operators, remained steady for the niche players but declined again for the those in the medium category ....... 61 8.2 Ski Companies - Getting it right.................................................................................... 61 8.3 What detractors say ....................................................................................................... 62 9.

The Travel Experience ...................................................................................................... 65 9.1 How skiers travel ............................................................................................................ 65 9.2 Where they fly to ............................................................................................................ 65

10.

Equipment and Clothing ................................................................................................ 66

11.

Countries and resorts ...................................................................................................... 73

11.1 Country NPS scores ....................................................................................................... 74

Profile for Ski Club of Great Britain

Ski Club of Great Britain Consumer Research 2017  

Ski Club of Great Britain Consumer Research 2017  

Profile for skiclub