Ski business will see recovery this winter, Crystal Ski Industry
Report 2010 predicts
To read the report,
please click here
The
ski market fell by 11% across all sectors last season reflecting the uncertain
economic situation and a reduction in capacity by tour operators. The fall
follows last year’s decline of just over 13.3% and reduces the number of skiers
travelling abroad from more than 1.06m in 2008/9 to just under 1m in 2009/10.
The
drop in numbers is in line with industry expectations as the ski industry
reduced capacity for 2009/10, as reported widely in the press last summer. The
capacity reduction followed the fall in demand for holidays the previous season
which had left many unsold beds in the ski resorts.
The
schools market also experienced a reduction in volume for the first time since
1999/2000 with a fall of 9%, attributed largely to the economic climate.
The
independent travel sector shrunk by 13% to 285,000 skiers with some low cost carriers
reducing their flight capacity to ski destinations, passengers taking fewer
second holidays or switching to cheaper all-inclusive packages.
The
tour operator sector also saw the number decreasing by 10% to 534,600 skiers,
predominantly as a result of planned capacity reductions leading to fewer
holidays on sale and partly due to fewer multiple trips and fewer new skiers.
Large-scale
operators have re-gained some of the ground lost to DIY travellers as they used
their buying-power to get lower prices and have passed these onto consumers as
attractive packages.
The
top seven operators’ market share represents just over 84% of the total tour
operator market. Crystal Ski strengthened its market leadership last season to
28% despite significant reduction in chalet beds. First Choice and Thomson see
market shares reduced as a result of aggressive capacity reductions, however,
TUI Ski remains clear market leader with 37% share.
Hotelplan
with Inghams grows following the acquisition of Ski Esprit and Ski Total.
Thomas Cook with Neilson is in third place.
France
continues to be the most popular country despite seeing the largest decline in
UK visitor numbers of any destination losing almost 4% share last season.
Austria
increased its market share to 25.5% and Italy to 14.1% due to good value in
resort and excellent snow cover.
Andorra
also increased its market share to 6% following some very active tour operator
support from the regional government to halt previous years’ decline.
Switzerland’s
5.9% share is relatively steady and North America’s 5.6% share has dropped
slightly due to the lack of flight and accommodation availability during the
Olympics, additional ski carriage costs and British Airways strikes.
Bulgaria
also saw a small decrease to 3% and the small countries sector grew by 0.7%
reflecting the rise in popularity of Spain and Slovenia.
The
2010/11 season undoubtedly poses again challenges for an industry that is
impacted by the effects of the recession, however, the strengthening sterling,
the relatively gentle chancellor’s budget and resorts working harder to attract
business are all positive signs for ski holiday companies.
The
Crystal Ski Industry Report finds strong evidence of ski companies increasing
the numbers of properties for next winter leading to more holidays on offer.
It
predicts that next season skiers will continue to be price-sensitive and
inclusive tour operator packages, such as Crystal Ski+ will shine due to better
value holidays, outstanding service and security.
Crystal’s MD Mathew Prior said: “The
ski industry has coped well with the challenges posed by the reduction in
numbers during Winter 09/10, with most organisations correctly anticipating the
fall and scaling down capacity. We predict that 2010/11 will be a turning point
and firmly believe that growth will return to the market. However, conditions
will remain tough and only those able to keep inspiring customers with new
offers, create good value and compelling holidays, will see the benefit."
The ski and snowboard overview amalgamates information from
tour operators’ own statistics, CAA published statistics, tourist office
figures and travel agency feedback. To read the report,
please click here.
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For further information contact Marion Telsnig, Head of PR
TUI Ski - Crystal
Ski, Thomson Ski, First Choice Ski, Flexiski
t: 020 8939 5027
King's Place l 12-42 Wood Street l Kingston upon Thames
KT1 1JY