Value For Money And Snow Certainty Drives Resort Choice, Iglu Ski’s End Of Season Ski Survey Reveals All About The Ski Market

What factors are important in resort choices; where skiers buy kit and how many trips per season are taken, 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 2024 and respondents from Iglu Ski and Ellis Brigham’s databases took part. Full details are available here: Iglu Ski 21 page Survey Results 2024.pdf

• 87% of those surveyed said snow certainty was a key factor in resort choice, along with 63% who said value for money was key. Non-ski options (7%) and suitability for beginners (12%) were the lowest-scoring factors. Iglu Ski is well-placed to serve those seeking high resorts with over 380 resorts offered worldwide.
• 49% of those surveyed in the Spring said they prefer to shop for kit in a ski specialist shop, rather than in resort or online, underlining the importance of getting properly kitted out by experts.
• 35% said they take two 7-night trips per season, indicating a strong commitment to the sport, and a level of economic confidence. Iglu Ski noted that early bookers benefit from short-term offers, whilst acknowledging that a second week away might be booked depending on snow conditions, citing Iglu Ski’s snow reports as a point of reference.
• 35% said they travel with their family and the same percentage travel with a small group of friends, and those in larger groups are keen to book online, with an expert online agent, such as Iglu Ski.

It’s no great surprise that 82% undertake ski holiday research online, on a par with results in 22/23. Iglu Ski has a huge repository of information and an online booking process which enables guests the opportunity to add lift passes and ski hire online, during the booking process or when they manage their booking online before departure.

Iglu Ski also wanted to know at what age respondents started skiing, and whilst the majority were 20-29, some were 50+. 

Iglu Ski Managing Director Simon McIntyre said, ‘Each year we learn more and more about skiers thanks to this in-depth survey, and adapt our plans around guest preferences. It’s great to see many skiers taking two 7-night trips a season and good to know that people are learning to ski at all ages, from 3 to 60 and beyond! All in all, the market is growing steadily and we’re confident of a great season ahead ’.

200 guests of Iglu and Ellis Brigham were surveyed in April and May 2024.