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10th July 2012 - Crystal ski industry report 2012 published
The latest Crystal ski industry report (2012) was published today.
The report shows the overall UK market for ski holidays declined by 1.8% from the previous year, down to 894,700 holidaymakers in 2011/12. However, there are grounds for optimism, as this is the smallest decline since the financial crisis began in 2008.
France remains the most popular destination for UK skiers, with a 34.6% market share, against 27.9% for Austria, its nearest challenger.
The largest tour operator is Crystal, which carried 169,000 passengers in 2011/12.
Ski market decline slows
The UK ski market has been in decline since the financial crisis struck, with a peak of 1.2 million skiers in the 2007/08 season, and a drop in numbers in each following winter:
- 2008/09: 1.064 million (-13%)
- 2009/10: 956,300 (-10%)
- 2010/11: 910,900 (-5%)
- 2011/12: 894,700 (-1.8%)
The recent lower drop has lead to speculation that the market may have bottomed out.
France the top destination
France has consolidated its position as the most popular destination, rising from 32.5% to 34.6% of the market. The increase came from hotel stays, where there have been good value offers, and self-catering. Austria, in second place, rose 1% to 27.9%. The full ranking by country is:
- France 34.6%
- Austria 27.9%
- Italy 15.4%
- Andorra 6.5%
- Switzerland 4.9%
- North America 4.5%
- Bulgaria 2.7%
Switzerland's share of the market dropped by a little over 1%, probably due to the strength of the Swiss Franc, which makes prices there more expensive for foreign visitors.
Tour operators
Tour operators took just over half the market, with 510,000 skiers and boarders. Crystal remains the leading tour operator, attracting 169,000 customers. Part of the same TUI group as Crystal are Thomson (31,000) and First Choice (7,000). The second-ranked tour operator was Inghams (part of Hotelplan), serving 86,000 holidaymakers, plus 44,000 under Hotelplan's Esprit and Total brands. Third was Thomas Cook through its ski brand Neilson. The figures for 2011/12 are:
- Crystal 169,000
- Inghams 86,000
- Neilson 73,000
- Esprit/Total 44,000
- Thomson 31,000
- Skiworld 28,500
- First Choice 7,000
Student and schools markets
The student ski market remained stable, at 24,000 skiers. The Varsity Trip (Oxford and Cambridge Universities' annual early December trip to Val Thorens) accounted for 10% of that figure.
However, the schools market slipped 6% to 90,000. This is a concern, as school trips provide the first experience of skiing for many young people, and are important in ensuring a healthy industry in the future.
Source of the figures
The statistics used to compile the report come from a variety of sources - tour operators, Snowsport GB, the CAA, tourist offices, and travel agencies. Whilst they cannot provide a perfect picture of the ski market - the number of independent travellers being difficult to measure - they give the best overview available.