P8 Study Shows High Acceptance Of Lift Ticket Prices

There is great anticipation for the coming winter season, and the demand for skiing experiences remains at an impressively high level despite the current economic challenges. A recent, representative market analysis by P8 Business Strategy shows that 90% of the 900 skiers surveyed in Germany, Austria and Switzerland have already firmly planned their skiing days for the winter of 2024/25. What is particularly noteworthy is that this high level of attractiveness of the product skiing or snowboarding is present across all age and income groups. The passion for winter sports is unbroken, which gives the mountain railway operators a positive starting position for the coming season.

Markus Bischof, Managing Director of P8 Marketing GmbH, comments: "Our analysis shows that winter sports are an integral part of life for many people in Austria, Germany and Switzerland. In times of economic uncertainty, it is remarkable how unbroken the demand for skiing is. The mountain railways and thus the entire tourism industry benefit directly from this in challenging times."

Great understanding of ticket prices

While the public regularly discusses the pricing of mountain railways - usually in October - the P8 study paints a different picture: Most skiers are not looking for the cheapest ticket, but one that does justice to the experience. Day tickets between 60 and 70 euros are considered absolutely fair by guests. Walter Schertler, Professor of Strategic Management and Advisory Board of P8, commented: "Every year we experience a broad media discussion about the extent to which the 'new' ticket prices are justified and whether they are accepted by customers. The P8 study shows us that this discussion 'seems' to be conducted without the 'relevant' customers. Customers understand and accept the current pricing. The challenge is to offer guests an experience that justifies the price charged and even exceeds their expectations."

What is interesting, however, is that with a view to the coming winter season, an increase in the ticket price above 75 euros causes demand to drop significantly, while prices below 50 euros do not result in a significant increase in demand.

Skiing is a communal experience | Weather and nature are the drivers

The study also reveals the social aspect of skiing, which is often underestimated. For many guests, a day on the slopes is not just a sporting experience, but above all a communal one. Whether with family, friends or a partner - for the majority of those surveyed, being together is the most important thing. Only 7% of those surveyed say that they prefer skiing alone.

The weather is a key factor in planning a day of skiing. For 27% in Austria and 37% in Switzerland, the blue sky decides whether they go skiing or not. For a good third, the experience of nature while skiing is the main focus. The adrenaline rush from skiing is only a decisive selection criterion for 10% of skiers. The biggest difference between the three countries is when it comes to collecting kilometers - this is particularly important to Austrians at 18%.

Skiers are "semi-loyal" but put up with a lot for their sport

Only 50% of day visitors are "loyal" to their favorite ski area or spend at least half of their skiing days in one ski area. "What sounds like a lot at first is actually surprisingly little. This means that 50% of day visitors regularly switch between the individual offers, thus opening up opportunities for the mountain railways to gain market share. Those who know how to appeal to guests who are willing to switch with creative and customized offers will benefit in the long term and significantly strengthen their market position," explains Markus Bischof.

What particularly distinguishes winter sports enthusiasts is their enthusiasm or, conversely, their "tolerance" when it comes to travel: 61% of day visitors travel up to 100 kilometers each way for a day of skiing, and 24% even travel considerably more.

More here