A four season decline in the number of British skiers booking ski holidays appears to be over as a small decline of less than 1% in 2011-12 has been reversed by a small increase of less than 1% in 2012-13 according to figures from the UK's largest ski tour operator Crystal in the company's annual report on the British ski travel business, the closest the country has to official data.
The overall number of skiers increased by 5,000 year on year, increasing the number travelling abroad to 899,700 in 2012/13, the first increase of numbers since the peak in 2007/8 when about a quarter more people were boking ski holidays before the economic crash when British skiers numbered around 1.2 million.
Although it does not yet seem likely well will now see again double digit growth to match the double digit declines after the recession hit, tour operators are, as they normally are at this time of the year, reporting healthy bookings for the coming winter.
The Crystal Ski industry Report says that the 2012/13 season finally stopped the rot of skier number decline due to great snow across European resorts, a 'good calendar' for Christmas and New Year departures, and an early Easter holiday in March.
"As anticipated, last year the decline in the ski market has now bottomed out and we are starting to see signs of recovery and growth. However, we cannot rest on our laurels and need to continue to deliver exceptional value, innovation and great service if we are to see the market return to pre-recession levels," said Simon Cross, managing director Crystal Ski.
Among the details, school ski trip bookings were down again, although the student booking market saw an upturn. And more than a decade after the demise of the tour operator sector was predicted with people booking ski accommodation and travel direct on the internet, tour operators are still taking 84% of the total tour operator market, say Crystal Ski, who said they took an even larger chunk of the total market with 34% of the overall market.
France continues to be the most popular country with British skiers, taking 34.8% in the 2012/13 season, an increase in market share from 34.6% but Austria's edged 0.1% closer to regaining that 'most popular destination country' slot it once held as its market share rose to 28.2% from 27.9% due to growth in newly linked ski areas and well priced packages especially in smaller resorts.
Italy's share slightly decreased from 15.4% to 15.2% as Neilson reduced capacity into Turin. Andorran resorts capitalised on market demand for value with its share rising marginally to 6.6% and Swiss ski holiday bookings rosse as the Swiss National Bank continued to cap its exchange rate and the ongoing marketing investments pay off, increasing market share from 4.9% to 5.5%.
The USA continues to see a decline especially in Colorado, whereas Canada grows market share through exceptional marketing campaigns and differentiated offers. In total, North America's 4% share has dropped from 4.5%. Bulgaria also saw a fall to 2.4% due to Inghams withdrawing.
"With initiatives from Snowsport England, the indoor ski centres in the UK, our own first time ski or board promotions and the efforts of resorts in Europe and beyond, there is a real focus on attracting new or lapsed skiers to the market," concluded Simon Cross, "This focus, combined with the additional exposure that the Winter Olympics in Sochi will bring to the sport, should ensure that the growth that we experienced last season is the start of the recovery."