Opinion Researcher Marketagent: Focus On Winter Sports Holidays

At the start of the ski season, the online market and opinion research institute Marketagent examines what is particularly important when it comes to winter sports holidays in Germany and what the ideal holiday looks like in the cold season. A total of 1,000 Austrians provided information about their vacation plans for the coming months. However, the current energy crisis and the accompanying wave of inflation have dampened the desire to travel among the local population. Many say they simply can no longer afford a winter sports holiday.

Good, high-quality food, fresh air on the mountain and fun with family and friends - that makes the hearts of those surveyed beat faster when they think of the perfect winter sports holiday. In Germany, 15% have already planned or already booked a specific holiday for the upcoming season, while 22% are still considering it. The Austrians tend to opt for short trips of a few days to a maximum of one week: On average, the respondents plan to spend 5 nights at the winter holiday destination this year.

Why wander far when the good is so close?

Unsurprisingly, for the vast majority, their home country is the most likely choice for a winter sports holiday, followed by Switzerland and Italy. People prefer to get there by car (81%). Ideally, the maximum journey time should not be more than 4 hours, only just under 10% are willing to drive 6 hours or more to their holiday destination.

When it comes to winter sports holidays, skiing (56%), tobogganing (44%) and ice skating (28%) are particularly popular. Nevertheless, physical activity is at the top of the priority list for only 12% during a winter holiday. Almost every second person prefers to focus on slowing down, enjoyment and balance in the cold season. So it's no wonder that 45% prefer a wellness hotel for their winter sports holiday. From the ski region, too, one does not want the full package of action and entertainment options, but rather a place that radiates peace and relaxation. And while it doesn't necessarily have to be luxurious for Mr. and Mrs. Austrians on a winter holiday - 30% even prefer the most rustic basic equipment possible - no compromises are made when it comes to culinary catering.

Inflation spoils the winter fun

Even if 92% of the survey participants agree that winter sports are a cultural asset in Austria, the costs are a problem for more and more people. "In addition to the concern about snow security at the holiday destination due to climate change, the current wave of inflation is dampening the holiday joy of Austrians this winter," explains Thomas Schwabl, Managing Director of Marketagent. For two thirds of those surveyed, the associated increases in the cost of living have a major impact on their winter holiday plans. Three quarters expect accommodation, food and lift tickets to become more expensive due to the energy crisis. And the local population has already noticed an increase in prices: 88% are of the opinion that