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The Luxury Ski Stats 2014 brought to you by Consensio in conjunction with Welove2ski.
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L U X U R Y
SKI STATS
2 0 1 4
PRODUCED BY
Consensio IN ASSOCIATION WITH
WELOVE2SKl.COM
COMPILED FROM DATA PROVIDED BY THE FOLLOWING
LUXURY SKI / TRAVEL AGENTS AND CHALET OPERATORS FROM WINTER 2013/14:
ALPINE ANSWERS
WWW.ALPINEANSWERS.CO.UK.
ALPINE GURU WWW.ALPINEGURU.COM
BIGHORN REVELSTOKE WWW.BIGHORNREVELSTOKE.COM
CARRIER WWW.CARRIER.CO.UK
LE CHARDON MOUNTAIN LODGES WWW.LECHARDONVALDISERE.COM
CK VERB I ER WWW.CKVERBIER.COM
CONSENSIO WWW.CONSENSIOHOLIDAYS.CO.UK
COURCHEVEL PRESTIGE PROPERTIES WWW.COURCHEVELPRESTIGECHALETS.COM
ELYSIAN COLLECTION WWW.ELYSIANCOLLECTION.COM
FIREFLY COLLECTION WWW.FIREFLY-COLLECTION.COM
HIP CHALETS WWW.HIPCHALETS.COM
INTERACTIVE RESORTS WWW.INTERACTIVERESORTS.CO.UK
THE OXFORD SKI COMPANY WWW.OXFORDSKI.COM
PORTETTA MOUNTAIN LODGES WWW.LEPORTETTA.COM
SKI IN LUXURY WWW.SKIINLUXURY.COM
SUMMERS & WINTERS WWW.SUMMERSANDWINTERS.CO.UK
SUMMIT RETREATS WWW.SUMMITRETREATS.COM
VERBI ER EXCLUSIVE WWW.VERBIEREXCLUSIVE.COM
THE TOP NATIONALITIES
WHO BOOKED LUXURY
CHALETS IN FRANCE
UK clients increased by 4% on last year’s figures. Russians remained steady, dropping only 1%. The French dropped slightly down from 10% to 8%. The Brazilians only took 3% of the market share down from 6% with India, UAE and other European countries making up the difference.
UK 44%
Russian & CIS 35%
French 8%
Brazil 3%
Other 10%
THE TOP NATIONALITIES
WHO BOOKED LUXURY
CHALETS IN SWITZERLAND
UK clients booking chalets in Switzerland dropped by 3%, with the Russians taking back a significant market share jumping from 18% to 23%. The other big change was in the American market which dropped from 11% down to 1%.
UK 47%
Russian & CIS 23%
Swiss 6%
Australia 3%
Middle East 7%
Other 14%
BOOKING PATTERN
FOR HOLIDAYS TAKEN
DURING WINTER 2013/14
We saw a nearly identical pattern to 2012/13 with the majority of clients booking in the three months prior to December. The remaining bookings were spread pretty evenly across the other periods.
17%
20%
41%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Pre May 2013 May to Aug 2013 Sept to Dec 2013 Dec to May 2014
THE FOLLOWING FACTORS
MOST INFLUENCED A
CLIENT'S BOOKING
1 RESORT
2 PRICE
3 FACILITIES
4 LOCATION
5 SERVICE
6 SIZE OF CHALET
7 ADVICE FROM OPERATORS & AGENTS
8 FOOD & BEVERAGE QUALITY
9 TRANSFER TIME
10 TRAVEL INCLUSIVE
When compared with last year’s results, the two factors which have changed are price and service in level of importance. Price has jumped from sixth place to second place, whilst the service level has dropped from second down to fifth place. The remaining factors have all stayed insimilar positions.
PROFILE OF THE PERSON
RESPONSIBLE FOR BOOKING
THE SKI HOLIDAY
The profile of the person responsible for booking the holiday remains predominantly male, with some using their PAs to do the organisation.
Male 53% Female
34%
PA 13%
PARTY LEADER AVERAGE AGE
The average age of the person responsible for booking the holiday remains static with the 40 – 60 years olds dominating, and the others split similarly to last year.
THE AVERAGE SIZE
OF GROUP BOOKING
DURING 2012/13
The average group size dropped from 10 in the previous year to 9 in 2013/14
CLI ENTS' PREFERRED
METHOD OF
TRAVEL
Scheduled airlines dropped 9% with private jets increasing by 6%. Those guests choosing to self-drive increased by 4%
Scheduled airline 66%
Private Jet 22%
Helicopter 1%
Train 4%
Self Drive 7%
MOST POPULAR
SCHEDULED
AIRLINE
BA still lead the way as the airline of choice, with Easyjet moving up from fourth place last year back into second position, pushing Swiss down into third.
BA
Easyjet
Swiss
Ryanair
Flybe
Air France
Jet2
CLIENTS' EXPEN DITU RE ON EXTRAS OTHER THAN
LI FT PASS/SKI HIRE
Whilst private ski guides continue to be the main source of expenditure in resorts, bookings were down significantly from 45% to 30%. Group ski school bookings, on the other hand, jumped from 11% to 19%. Spending on massages remained static. Expenditure on nannies and a la carte wine both doubled from last year.
30%
20%
19%
15%
13%
4%
Private Ski Guides
Massages
Group Ski School
Nanny
A la Carte Wine
Activities
IMPACT OF THE 2013/14
SNOWFALL ON THIS
YEAR'S BOOKINGS
The snowfall during last winter seems to have had little impact on this year’s bookings, with 70% of agents and operators reporting that it had no impact on bookings for this upcoming winter.
Positive 18%
Negative 12%
No Impact 70%
LEVEL OF CURRENT BOOKINGS COMPARED TO 2013/14
72% of operators and agents reported bookings to be up compared to last year, with just 17% reporting a drop in bookings, and 11% remaining static on 2013/14.
Up 72%
Down 17%
Same 11%
AGENT ONLY RESPONSES
TOP 5 MOST
POPULAR RESORTS
IN FRANCE
Courchevel remains solid as the resort of choice
in France, increasing 2% on last year. Méribel
has remained popular almost equaling the
popularity of Val d’Isère. Both Megève and
Chamonix dropped to 5% giving a significant
market share to Morzine.
Courchevel 32%
Val d'Isere 24%
Meribel 22%
Morzine 9%
Megeve 5%
Chamonix 5%
Other 3%
TOP 5 MOST
POPULAR RESORTS
IN SWITZERLAND
In spite of its 4% drop, Verbier remains the
most popular choice. Zermatt dropped
slightly, but remained in second place. St
Moritz and Klosters swopped places from
last year, and the most significant increase
was Saas Fee which leapt from 2% to 8%.
Verbier 33%
Zermatt 30%
Klosters 9%
Saas Fee 8%
St Moritz
6%
Crans-Montana 3%
Davos 3%
Gstaad 3%
Other 5%
WHAT % OF CLIENTS
ARE BOOKING
CHALETS v HOTELS
Chalets dropped from 92% to 88% with hotels increasing in popularity.
88%
12%
0% 20% 40% 60% 80% 100%
Chalet
Hotel
WHAT % OF CLIENTS
TOOK CATERED v NON
CATERED CHALETS
2014 was the first year that agents were asked this question, and interestingly enough they reported that only 13% of chalet bookings were made on a non-catered basis.
87%
13%
Catered
Non-Catered
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
If you would like to receive a
copy of this report or for all
press enquiries please email
Clare Meaney on
clare@consensioholidays.co.uk
WHEN QUOTING FROM THIS REPORT PLEASE MAKE REFERENCE TO:
'THE SIM PLE LUXURY SKI STATS 2014 from CONSENSIO’
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