KIDS ON SKI Initiative - Larger, Higher-altitude Ski Should Areas Pay More Attention To The Younger Generation?

Why should the larger, higher-altitude ski areas pay more attention to the younger generation?

Demographic change shows very clearly that we must expect a decreasing market potential for children in Europe!

In addition, ski resorts close to cities or small ski resorts in the countryside will have a very hard time surviving on the market in the future due to the expected changing conditions caused by climate change.

That is why innovative programs should be used to encourage entry into winter sports. Access to (learning) the first steps in the snow must remain affordable. Even a winter vacation with 1-2 children!

Last winter season was largely successful for the higher-altitude ski regions. There were some major problems with too many people on the mountain, which at first glance seems to be economically positive, but it also led some guests to drop out or switch to other leisure activities. It is evident that the quality and the price-performance ratio suffered as a result.

The larger, higher-altitude ski areas will therefore have to focus more on their own children. Of course, there are some ski areas that have been involved in this "family" segment for years (Serfaus-Fiss-Ladis, Arosa-Lenzerheide, Livigno...) but a large part of this "preparatory work" has so far been carried out by these small ski areas. In plain language: the "learning" offer for families will become an increasingly important topic in the coming years in the larger ski areas if they do not want to lose skiers in the future.

This is exactly where the KIDS ON SKI initiative comes in. The motivation for this sport comes primarily from parents or grandparents, provided they are skiers themselves. This starts very early, between 3 and 5 years! This is where it is decided whether we can get a new skier excited about this sport. Many of the activities currently being carried out by the mountain railways/tourism associations etc. are also very important impulses. But the approach starts earlier. And that is where we need to start. Access must be simple and attractive. This is the only way to generate skiers in the future.

This means that new, innovative concepts and products for families must be developed on the mountain. The current offerings in various top ski resorts need to be reconsidered in this respect if you want to "play along". New impulses need to be provided here.

It is the new challenge for the next 5-10 years!

Topic: Ski schools.

Ski schools, their managers and ski instructors have always played a key role in the destinations and will continue to be at the center of things when it comes to communicating new, innovative stories to our winter sports enthusiasts.

The importance of winter sports instructors is undisputed when it comes to using a lot of empathy to help our new visitors enter the new world safely, with lots of fun and variety. The importance has been increased considerably through the initiatives of the ski school together with the mountain railways, such as the construction of the great children's areas with their infrastructural facilities and technical innovations such as conveyor belts, as well as the high entertainment value of the animators and the pedagogical skills of the teachers in relation to children's lessons.

Unfortunately, there are more and more destinations where this power has been lost due to their own inability (several ski schools in one destination, which often means a limited range of services) and a lack of understanding of their role in the structure of the destination.

This requires everyone involved: mountain railways, ski schools, sports retailers, landlords and restaurants to rethink their actions in order to pool their strengths and be able to meet the new challenges. In addition to the strengths already mentioned, networking is an essential factor when it comes to learning and creating lasting experiences for new visitors.

The new magic word in winter destinations is convenience. Winter sports must be easier to access without much effort and the offers must be tailored even more to the users, which is only possible through excellent networking of all those involved.

It is important to set the course now so that you are not suddenly “surprised” by the new situation.

Further information:

Mountain Management C.Est. Mike Partel
mpartel@aon.at
Mobile: +43 664 4417971
https://kids-on-ski.com/de/
https://www.mountain-m.com/
https://best-skiresorts.com/