Results Of The Largest, Cross-alpine Summer Study In The Alps "Best Summer Resort 2021" Shared

The results of the largest, cross-Alpine summer study in the Alps "Best Summer Resort 2021" were presented on January 27th, 2022 via live stream from Sölden. After 2019, the second large-scale summer study by Mountain Management Consulting. 

The recording of the event is available on request at  thaeder@mountain-m.com

40,000 summer guests were surveyed as part of the "Best Summer Resort Study 2021"! The survey took place between June and October 2021 using questionnaires in 51 selected destinations in the Alps. A total of 254 days of deployment were carried out by a team of 21 interviewers. The study was first implemented in the summer of 2019. This means that very exciting data on the "before Corona" is available. 

The main content of the study was the most important criteria when choosing a destination and satisfaction in 22 categories. In addition, the value for money, loyalty and expectations of the guests were examined. Another focus was placed on the activities that guests do during their vacation. The subject of bikes was analyzed in detail. Questions about sustainability, environmental protection, social media use, online booking behavior etc. complemented the questionnaire in this study. 

Due to the high number of participants and the complex study design, the "Best Summer Resort Study" offers extremely meaningful and insightful findings for the further development of alpine summer destinations. The comparison with the data from the “Best Ski Resort” winter study, which has been carried out since 2010, made it possible to make very exciting cross-comparisons. The detailed reports for the individual areas are now available. 

Among other things, the following important findings were presented: 

1. The most important decision criterion for choosing a summer holiday destination in the mountains is, as in 2019, the experience of nature! The topic of friendliness/cordiality follows in second place of the most important decision-making criteria, which represents a significant increase compared to 2019. 

2. The newly queried criterion of sustainability/environmental protection landed in the top field of the most important decision criteria. In Italy, this criterion has been judged even more important. 

3. The need for activity and exercise on summer vacation has increased significantly compared to 2019. 

4. As in 2019, the 3 most common activities carried out by the guests surveyed in the visited destination are hiking, rest and relaxation and biking. The expected increase in the area of ​​biking/cycling has come true. 

5. Families with children make up the highest proportion of summer visitors at over 40%. In comparison, the proportion of this group in winter is "only" 35%. 

6. Overall satisfaction in summer 2021 was rated almost 6% better than in winter 2019/2020. 

As part of the study, particular attention was paid to the topic of sustainability/environmental protection. In terms of satisfaction, this criterion was rated slightly below average. In the ranking of the countries surveyed, Italy secured first place in this area. In this context, the findings of the newly designed self-image are also interesting. 92% of guests stated that protecting nature is becoming more important to them. 87% of the guests prefer sustainable regions when choosing a holiday. In the further discussions and presentations in the group of experts, it also became clear that this topic has the highest priority for the next few years. 

Mr. Michael Partel (Managing Director Mountain Management Consulting) and Mr. Thomas Häder (Project Manager Mountain Management Consulting) will be happy to answer any questions you may have.