21 things we learnt at LISTEX 2018

Almost 30% of skiers take at least one day off from skiing on a typical 7 night holiday. For under 35’s the figure rises to over 45%

The UK snowsports market is worth almost £3 billion annually, or 30% of the total outbound UK travel market between December and April which is worth almost £10 billion

More customers booked snowsports holidays with tour operators in 2017/18 than in 2016/17. Many said it was because they were worried disruption due to the snow and wanted help from a tour operator if things went wrong.

The most important factors for customers choosing which tour operator to travel with are price, availability and overall reputation

The most important sources of information and inspiration for skiers and snowboarders when choosing holidays are: friends, family, online review sites, resort websites and tour operator websites.

The least important are Twitter, radio, Instagram, blogs and Facebook.

The least trusted sources of information are Instagram, Facebook and Twitter

For the under 35’s, the most important sources of information and inspiration for skiers and snowboarders when choosing holidays are: friends, family, online reviews sites, resorts websites and email newsletters.

The least important for under 35’s are radio, newspapers, magazines, TV and Twitter.

The least trusted sources of information for under 35’s are newspapers, magazines and Instagram

96% of skiers and snowboarders want the same amount or more snow next year, compared with only 54% of the industry

The top 5 factors for customers choosing a ski resort are price, ski area size, ski area altitude, transfer time and quality of accommodation. No change in the top 5 year on year

When deciding your media plan for the winter season, the most important step is to define your target audience before choosing the most appropriate media sources and titles.

Canada is the dream ski destination for most skiers and snowboarders

35% of skiers and snowboarders take at least 2 holidays per year, 71% would like to take 2 or more

39% have considered buying a property in the mountains

23% consider themselves to book a luxury holiday

Skiing is a sub-culture, inaccessible to non-skiers. The ski industry is marketing to itself but not to everybody else

For 150 years the mountains have been about restoration, rejuvanation and well being. It’s not just about the skiing, it’s about a holiday in the mountains

GDPR fines are real, in summer 2018 British Telecom were fined almost £100,000 for ‘being annoying’

The snowsports industry hasn’t experienced a fundamental change in the last 20 years. Political, technological and social changes mean now is the time for the next big innovations!