Iglu Ski Finds 'Snow Certainty Drives Resort Choice'

What factors are important in resort choices; the appeal of long-haul skiing, and what type of holiday arrangements are preferred, are among the findings of an end-of-season survey just released by Iglu Ski.

The survey of skiers was undertaken in April and May 2023 and respondents from Iglu Ski’s database took part. Full details are available here. 

Key drivers for resort choice are how snow-sure it is (90%); a high number of runs (71%); and the fact that it’s good for intermediates (66%). The resort centre is not too much of an issue as long as the skiing is good. 

In clear evidence that the ski market is back in full swing, 68% have skied more than once since Covid-19, with the majority keen on the security of booking a holiday package though a reputable agent, such as Iglu Ski and an established package provider.  With a nod to more flexible itineraries, 15% said they preferred to come up with their own itinerary but rely on an agent like Iglu Ski to organise and book the holiday. 

The survey shows that online research (on sites like Iglu Ski’s) is key in the holiday planning phase.  

The majority of respondents said they did not take lessons (76%), indicating a confidence in navigating the mountain and their skiing ability. This could be an opportunity to create more inviting lessons for providers, with additional attractive elements. 

North America remains an appealing skiing destination with 38% saying they enjoy skiing there, and 33% saying they’d love to go, perhaps when the UK economy improves and financial confidence increases. 

Iglu Ski MD Simon McIntyre said, ‘it’s extremely encouraging to note that more than half surveyed regularly ski for a fortnight per season, and the desire and interest in skiing is back in earnest’.