Ski Club of Great Britain Consumer Research 2018 by Ski Club of Great Britain

The Ski Club of Great Britain is a not-for-profit members’ Club, offering benefits and services to people who love skiing and snowboarding. Founded in 1903, the Ski Club is a body of authority for recreational skiing in the UK. With around 28,000 members, it is the UK’s largest snowsports membership club, with the UK’s most visited snowsports website – skiclub.co.uk The Ski Club Consumer Research takes a different perspective to other market research in the industry. Rather than focussing on industry performance, the report looks at the habits, intentions and attitudes of people in the UK who go on snowsports holidays. The unique analysis is the largest piece of consumer research available in the snowsports field. More information on the Ski Club can be found at skiclub.co.uk

Developed in association with:

SPIKE is a business consultancy that works exclusively in the travel and leisure industry. They help organisations make more profit by using data and technology to create better customer experiences. Where data doesn’t exist – or there isn’t enough of it – they use tailored research to gather that data.

Sponsored by:

Travel Insurance Facilities Group are a Top 3 UK Travel Insurance Provider – we offer a range of award-winning products and services: from underwriting and claims to online marketing, emergency assistance services and our own medical risk rating tool. We may be a large company but we provide a friendly and personal touch when it comes to service standards. We pride ourselves on delivering exceptional customer service – to both policyholders, and our corporate partners. Our size enables us to offer the full range of insurance services for partners. But we also know a one-size fits all doesn’t suit everyone. At Travel Insurance Facilities Group we offer flexibility. We offer a menu of options so partners can select the specialist services they need to drive their business forward. Find out more how Travel Insurance Facilities Group can help you by contacting us on hello@tif-group.co.uk or 0203 829 3813 - visit our website at www.tifgroup.co.uk

Presented by:

Andorra has been welcoming British skiers and snowboarders for over 60 years. Traditionally popular with families and first timers, Andorra has sponsored UK indoor ski academies and learn to ski programmes with Snow Sport England and Wales to encourage families to try their first winter holiday in Andorra. The wide variety of slopes, English speaking ski schools and plentiful airlift make Andorra an obvious choice. In recent years the government has invested heavily in infrastructure with Andorra now offering over 300km of ski slopes and 197 runs in the two main ski areas, Grandvalira and Vallnord. Recent accommodation developments include new 4 and 5 star hotels, boutique hostels and luxury lodges. Snow is guaranteed on 60% of the domain by more than 1,400 snow cannons. This combined with investment into new ski lifts has allowed Andorra to boost its profile by hosting international ski and snowboarding events including European and World downhill championships. For more details on Andorra programming, media and trade activity please contact Georgina@wearelotus.co.uk

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Table of Contents 1. Executive summary and highlights ................................................................................ 9 2. Methodology ......................................................................................................................... 11 3. Response Overview ............................................................................................................ 12 3.1 How recently respondents skied ........................................................................................ 14 3.2 Ski Experience of respondents ........................................................................................... 15 3.3 Ski Activities ........................................................................................................................ 18 3.4 Age and gender .................................................................................................................... 21 3.5 Are the ex-skiers coming back? ......................................................................................... 24 3.6 The appetite for skiing amongst non-skiers ..................................................................... 25 3.7 Repeat purchase .................................................................................................................. 31 4. Sizing the market: accounting for the independent traveller. ............................ 34 5. The NPS of Ski ..................................................................................................................... 46 5.1 Understanding Net Promoters Scores .............................................................................. 46 5.2 Finding the greatest advocates ........................................................................................... 51 6. Who, when, how much?................................................................................................... 56 6.1 Party composition............................................................................................................... 56 6.2 Booking lead time .............................................................................................................. 60 6.3 When did you travel? ......................................................................................................... 64 6.4 Spend per head ....................................................................................................................67 6.5 Long and short breaks ........................................................................................................ 71 6.6 Type of accommodation .....................................................................................................73 7. Growing the market from within and ski habits .......................................................76 8. How tour operators perform ......................................................................................... 78 Page | 3 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

8.1 NPS distribution for ski companies .................................................................................. 78 8.2 Ski Companies - Getting it right ........................................................................................ 81 8.3 What detractors say ........................................................................................................... 83 9. The travel experience ....................................................................................................... 84 9.1 How skiers travel ................................................................................................................ 84 9.2 Where they fly to ................................................................................................................ 84 9.3 Airport NPS ........................................................................................................................ 85 9.4 Airline Flown ...................................................................................................................... 88 9.5 Airline NPS ......................................................................................................................... 88 10. Equipment and Clothing ............................................................................................... 92 11. Countries and resorts................................................................................................... 100 11.1 Country NPS scores ......................................................................................................... 100 11.2 Changes in NPS scores .................................................................................................... 101 11.3 Market retention rates .....................................................................................................102 11.4 Resort retention rates ......................................................................................................103 11.5 How people choose a resort............................................................................................ 104 12.

Appendix: How skiers rate countries.................................................................. 106

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Table of Figures Figure 1: Methodology ................................................................................................................................. 11 Figure 2: Response Overview ..................................................................................................................... 12 Figure 3: Response Heat Map .................................................................................................................... 13 Figure 4: How recently respondents took a skiing holiday....................................................................... 14 Figure 5: How many weeks have you skied? ............................................................................................. 15 Figure 6: How many weeks have you skied in the last 3 years? ............................................................... 16 Figure 7: Where increase is coming from by weeks skied......................................................................... 17 Figure 8: Which activities did you participate in on your last ski holiday? ............................................. 18 Figure 9: Respondents by age: over and under 40.................................................................................... 19 Figure 10: Where the increase is coming from by activity ........................................................................20 Figure 11: Age of respondents..................................................................................................................... 21 Figure 12: Increases by age ......................................................................................................................... 22 Figure 13: Are you male or female? ............................................................................................................ 23 Figure 14: Lapsed skiers. How likely are you to ski again in the next three years? ................................. 24 Figure 15: Non-skiers. How likely are you to ski in the next three years? ............................................... 25 Figure 16: Intent to ski mean score by age band ....................................................................................... 26 Figure 17: Please tell us why you are unlikely to ski.................................................................................. 27 Figure 18. Unlikely to ski â&#x20AC;&#x201C; lapsed skiers ..................................................................................................28 Figure 19: Which category includes your age? by New Skiers (2016) ...................................................... 29 Figure 20: Which category includes your age? by New Skiers (2017) ..................................................... 29 Figure 21: Which category includes your age? by New Skiers (2018)......................................................30 Figure 22: When do you intend to go skiing again? .................................................................................. 31 Figure 23: When do you intend to go skiing again? Last skied Season before ........................................ 32 Figure 24: When do you intend to go skiing again? Last skied Season before that ................................ 33 Figure 25: How did you book the following parts of your last ski trip? (2016 & 2017)........................... 35 Figure 26: How did you book the following parts of your last ski trip? (2018) ....................................... 36 Figure 27: Sizing the independent market (2017 & 2018) ........................................................................ 37 Figure 28: Independent travel and accommodation by age (2017) .........................................................38 Figure 29: Independent travel and accommodation by age (2018) ......................................................... 39 Figure 30: Independent travel by party composition (2017)....................................................................40 Figure 31: Independent travel by party composition (2018) .................................................................... 41 Figure 32: Booked Independently by New Skiers ..................................................................................... 42 Figure 33: Independent or not by duration (2017) ................................................................................... 43 Figure 34: Independent or not by duration (2018) ................................................................................... 44 Figure 35: % of 7-day breaks by Independent or Ski Company ............................................................... 45

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Figure 36: The NPS of Skiing (2018) ......................................................................................................... 46 Figure 37: What Promoters Like about Skiing .......................................................................................... 47 Figure 38: What Passives Say about Skiing ..............................................................................................48 Figure 39: The top 20 topics promoters talk about ..................................................................................48 Figure 40: How ski NPS varies with age .................................................................................................... 51 Figure 41: How NPS varies with ski experience ........................................................................................ 52 Figure 42: NPS by which activities did you participate on your last ski holiday ..................................... 53 Figure 43: NPS by Independent or not ...................................................................................................... 54 Figure 44: NPS Spend per head on travel and accommodation............................................................... 55 Figure 45: Who did you travel with on your last ski break? (2016 & 2017) ............................................. 56 Figure 46: Who did you travel with on your last ski break? (2018) ......................................................... 57 Figure 47: Who did you travel with on your last ski break? New skiers (2016) ...................................... 58 Figure 48: Who did you travel with on your last ski break? New skiers (2017) ...................................... 58 Figure 49: Who did you travel with on your last ski break? New skiers (2018) ...................................... 59 Figure 50: When did you book your last ski holiday? ...............................................................................60 Figure 51: Booking lead time by age (2016)............................................................................................... 61 Figure 52: Booking lead time by age (2017) .............................................................................................. 61 Figure 53: Booking lead times by age (2018) ............................................................................................ 62 Figure 54: When did you book by how much you spent (2017) ............................................................... 63 Figure 55: When did you book by how much you spent (2018) ............................................................... 63 Figure 56: When did you travel? ................................................................................................................ 64 Figure 57: When did you travel by age (2016) ........................................................................................... 65 Figure 58: When did you travel by age (2017)........................................................................................... 65 Figure 59: When did you travel by age (2018) .......................................................................................... 66 Figure 60: Spent per person on travel, accommodation, ski passes, equipment, hire and ski school ... 67 Figure 61: Over/under 30 per person on travel, accom, ski passes, equipment hire ski school (2016) 68 Figure 62: Over/under 30 per person on travel, accom, ski passes, equipment hire ski school ( 2017)68 Figure 63: Over/under 30 per person on travel, accom, ski passes, equipment hire ski school (2018) 69 Figure 64: New skiers per person on travel, accom, ski passes, equipment hire and ski school (2017) 70 Figure 65: New skiers per person on travel, accom, ski passes, equipment hire and ski school (2018) 70 Figure 66: Long and short breaks (2016) .................................................................................................. 71 Figure 67: Long and short breaks (2017) ................................................................................................... 71 Figure 68: Long and short breaks (2018) .................................................................................................. 72 Figure 69: What type of accommodation did you stay in? (2016 and 2017) ........................................... 73 Figure 70: What type of accommodation did you stay in? (2018) ........................................................... 74 Figure 71: Accommodation type by independent or not (2018)............................................................... 75 Figure 72: What catering did you have? .................................................................................................... 75 Figure 73: do you think the number of ski holidays is likely to increase, decline or stay the same? ..... 76 Figure 74: By age: number of ski holidays likely to increase, decline or stay the same? (2018) ............ 77

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Figure 75: Intent by activity (2018)............................................................................................................ 77 Figure 76: Tour Operator NPS scores (2018) ............................................................................................ 78 Figure 77: Tour Operator NPS scores (2017)............................................................................................. 79 Figure 78: Tour Operator NPS scores (2016) ............................................................................................ 79 Figure 79: Tour Operator NPS scores (2015) ........................................................................................... 80 Figure 80: NPS scores by tour operator category (2015-2018) ............................................................... 80 Figure 81: Tour Operator Promoters comments ....................................................................................... 81 Figure 82: Travel company Promoters topic analysis...............................................................................82 Figure 83: Tour Operator Detractors comments ......................................................................................83 Figure 84: How did you travel to your last ski break? ..............................................................................84 Figure 85: Which airport did you fly to?....................................................................................................84 Figure 86: Airport NPS ...............................................................................................................................84 Figure 87: Airport detractor comments .....................................................................................................86 Figure 88: Airport Promoter comments .................................................................................................... 87 Figure 89: Airline flown ..............................................................................................................................84 Figure 90: Airline NPS ................................................................................................................................89 Figure 91: Airline NPS promoter comments .............................................................................................89 Figure 92: Airline Detractor comments .....................................................................................................90 Figure 93: Topic Analysis Airline Detractors ............................................................................................ 91 Figure 94: what equipment do you own? .................................................................................................. 92 Figure 95: Have you recently rented or borrowed ski equipment, safety equipment or clothing? ........ 93 Figure 96: What equipment do you own?.................................................................................................. 94 Figure 97: How recently did you buy your last piece of equipment? ....................................................... 94 Figure 98: What avalanche safety equipment do you own? ..................................................................... 95 Figure 99: How recently did you buy your last piece of avalanche safety equipment? ........................... 95 Figure 100: How did you buy your last piece of snowsports equipment? ............................................... 96 Figure 101: Would you to recommend the place you purchased equipment to a friend or colleague? .. 97 Figure 102: How did you buy your last piece of snowsports clothing? ....................................................98 Figure 103: Retail NPS clothing ................................................................................................................. 99 Figure 104: Country NPS scores............................................................................................................... 100 Figure 105: Year on year changes in country NPS (2018 vs 2017) ......................................................... 101 Figure 106: Country retention rates (2018)............................................................................................. 102 Figure 107: Year on Year changes in Retention Rates ............................................................................ 102 Figure 108: How likely are you to return to the resort in which you last skied? ................................... 103 Figure 109: Resort choice factors ............................................................................................................. 104 Figure 110: Quality of Skiing (2017)......................................................................................................... 106 Figure 111: Quality of Skiing (2018) ......................................................................................................... 106 Figure 112: Quality of Pistes (2018) ......................................................................................................... 107 Figure 113: Quality of off piste.................................................................................................................. 107

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Figure 114: Efficiency of lift system (2017) .............................................................................................. 108 Figure 115: Efficiency of lift system (2018).............................................................................................. 108 Figure 116: Accommodation (2017) ......................................................................................................... 109 Figure 117: Accommodation (2018) ......................................................................................................... 109 Figure 118: Eating out (2017) ................................................................................................................... 110 Figure 119: Eating out (2018) ................................................................................................................... 110 Figure 120: Bars and Nightlife (2017)....................................................................................................... 111 Figure 121: Bars and Nightlife (2018) ....................................................................................................... 111 Figure 122: Activities outside of skiing (2017) .........................................................................................112 Figure 123: Activities outside of skiing (2018) .........................................................................................112 Figure 124: Ski School (2017) ....................................................................................................................113 Figure 125: Ski School (2018)....................................................................................................................113 Figure 126: Value for money (2017) ..........................................................................................................114 Figure 127: Value for money (2018)..........................................................................................................114

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Executive summary and highlights

A positive outlook There is much to be positive about in this report. Several of our key indicators are showing that the potential demand for skiing holidays is growing stronger despite the headwinds of economic and political uncertainty.

The market is getting younger It may be that we are starting to experience another boost from demographics. For some time we have said that the main market is in the older, more affluent consumer - and this is one of the largest groups in the economy. The largest cohort in the economy today is those aged 50-54. There is something of a smaller cohort of those aged 35 to 49 but the population pyramid expands again in the 25 to 34 age group. If you want to see this UK population for yourself you can click here: https://www.populationpyramid.net/united-kingdom/2018/ . This younger age group are becoming more affluent as they progress in their jobs and crucially they are characterised as being more driven by experiences than by things - if that is the case skiing is a great experience for them to enjoy. However, as always, there are many other experiences that may be easier to access and less expensive. Making skiing relevant to that younger audience is key.

Welcoming back ‘lapsed’ skiers The latent demand amongst families returning to skiing and for more ski breaks from those currently active is another area that we see year on year. It may be difficult for us to do anything as an industry to address those opportunities, but individual ski companies might like to focus some more of their marketing effort on the ‘lapsed’ parts of their customer base – there may be rich pickings there.

Nurturing new customers Another area where ski businesses might focus is in nurturing the first-time skier - not finding them in the first place (this might prove difficult) but identifying those who are new to the sport and making sure they have a good experience. Then making sure they come back for a second and third time. Once someone has done something 2 or 3 times they are significantly more likely to do it again. Targeting first timers on their return with appropriate communications and incentives focussed on getting the second sale will pay big dividends.

Harnessing advocates Year after year the NPS of ski gives us all great hope for the future. Later in the document you will see that the vast majority of skiers are advocates – they would be more than happy to recommend the company they skied with and indeed the sport itself to their friends and colleagues. Harnessing this advocacy Page | 9 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

would get more people skiing. There is no easy answer to how this should be done but the ski company that gets it right would a significant increase in bookings from their customers friends and colleagues.

Capitalising on increased interest and intent Most industries would be jealous of the customer of base skiing. They are affluent, enthusiastic, loyal, and strong advocates. The issue remains that all markets experience attrition â&#x20AC;&#x201C; people age, develop other priorities, decide not to go every year or begin to find participation too expensive. This has always been so but has been masked in the past by new entrants to the market. If new entrants outweigh those leaving everyone is happy but when natural attrition is not counterbalanced by new participants then the situation is concerning. We hope that the groundswell of interest and intent will help reverse a decline in the recent past and that the market will once again be turning in the favour of ski.

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2. Methodology The current ski market continues to be driven by people who have already been skiing. New customers are hard to entice – but our research shows that once someone gets the ski ‘habit’ they become strongly loyal. The ski market has contracted for the last few years, which leaves a smaller base of customers for organisations to compete for. So, having a better understanding of the people who are going skiing will help all those businesses and organisations that serve skiers to serve them better, and so become more successful. Out of this simple insight the methodology for this research was determined. Who would have the best access to current and lapsed skiers? The answer, organisations that already operate in the ski market. 66 organisations took part in the Ski Club Consumer Research 2018, significantly more than any previous year. Data was collected by distributing a link to the email bases and social media of these organisations which included: • • • •

Tour operators Travel providers Equipment & clothing retailers Tourist boards

The survey link was distributed to over a million email addresses and more than 23,000 responses were collected to a comprehensive online questionnaire.

Figure 1: Methodology

Response Overview

The survey generated 23,025 responses in total. Of these, 21,824 were skiers and 1,201 were not. We are able to survey non-skiers as several participating organisations have databases holding a wider audience than just skiers. The majority of responses were collected in May 2018.

23,025 total responses

21,824 skiers

1,201 non-skiers

Figure 2: Response Overview

Since we began collecting research data in 2014 we have now generated a base of around 80,000 responses, which provides a deep insight into the UK ski market. The focus of this report, as always, is largely skiers who are already in the market â&#x20AC;&#x201C; what their intentions are, how they book, how they rate countries and resorts and what they intend to do in the future. It provides insight and information for businesses and organisations currently operating in or considering entering the ski market. However, the data from people who have not skied for some time, or who have not skied at all, provides valuable insight into how the market may grow.

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Responses were received from around the world, however, the vast majority (over 95%) were received from the UK. The heat map below shows how responses were distributed across the UK.

Figure 3: Response Heat Map

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3.1.

How recently respondents skied

Last season (2017/2018)

81%

The season before last (2016/2017)

2015/2016 season

Earlier

Figure 4: How recently respondents took a skiing holiday

Most respondents skied last season - 81%, and a total of 90% of skiers had been on a skiing holiday either last season or the season before. This makes the data highly relevant to understand who is in the market now, what they think of the various aspects of a skiing holiday and what can be improved to serve them better.

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3.2. Ski Experience of respondents

30 weeks or more

25 to 30 weeks

41% 6%

20 to 25 weeks

15 to 20 weeks

10 to 15 weeks

10%

5 to 10 weeks

10%

2 to 5 weeks

1 week or less

12% 4%

Figure 5: How many weeks have you skied?

Some 63% of the responders had skied more than 15 weeks and an impressive 41% had skied for more than 30 weeks â&#x20AC;&#x201C; this is an experienced audience who understand what they want and are willing to tell us about it.

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44%

20% 16% 13% 7%

3 to 5

6 to 9

10 or more

Figure 6: How many weeks have you skied in the last 3 years?

We also asked how many weeks they had skied in the last 3 years. We not only have people who have a lot of experience, they are also frequent skiers in recent years. Some 80% have skied at least once in each of the last three seasons. Another key statistic we gather is future intentions. Are the number of ski holidays someone takes likely to increase, decline or stay the same over the next three years? This is looked at in more detail in section 7: growing the market from within.

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39%

47%

52%

54%

60%

61%

37%

34%

33%

34%

15 to 20 weeks

20 to 25 weeks

25 to 30 weeks

30 weeks or more

4% 3%

57%

1 week or less

50%

44%

2 to 5 weeks 5 to 10 weeks

42%

10 to 15 weeks

Increase

Decline

Stay the same

Figure 7: Where increase is coming from by weeks skied

The more experienced skiers are more likely to keep their existing level of skiing, but even here 34% express a desire to ski more. The ‘new starters’ are those with the greatest appetite to increase their skiing activity – and across the board the ‘decliners’ average around 4%. This rises slightly as the number of weeks skied increases – this can be explained by the correlation with experience and age. The older skiers tend to have gained more experience.

3.3. Ski Activities 2018 86% 88%

2017

2016

92%

42%

39% 39%

21%

17%

12%

10% 8%

Figure 8: Which activities did you participate in on your last ski holiday?

The vast majority (86%) of people who go on snowsports holidays go to ski. Of these, 42% ski off piste. Snowboarding accounts for some 21% of activity â&#x20AC;&#x201C; another increase on last year possibly reflecting a younger audience completing the surveys. Cross country and ski touring remain small and specialist areas for skiers.

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As can be seen from the chart below, there is an increase in respondents under the age of 40 from 15% 2016 to 23% last year and 31% this year, possibly reflected in the changes above regarding activities participated in.

Under 40

2018

Over 40

2017

Figure 9: Respondents by age: over and under 40

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15 2016

Increase

58%

55%

Decline

50%

51%

Stay the same

55%

54%

43%

55%

38%

41%

46%

44%

39%

41%

6% 51% 39%

Figure 10: Where the increase is coming from by activity

Those who freestyle ski whilst on their holidays are the most positive about their increasing ski activity â&#x20AC;&#x201C; followed by snowboarders. Mainstream, probably on piste skiers have the lowest intent to increase but even here 38% say will be skiing more over the next three years.

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3.4. Age and gender 2018

2017

2016

34% 32% 30%

26% 26% 26%

25% 23% 18%

14% 12%

11%

10%

8% 5%

Figure 11: Age of respondents

The growth in participating organisations this year has helped us generate more responses from younger age groups. We saw proportional increases in the 2129 and 30-39 age groups and a reduction (though not in absolute numbers) of the over 60â&#x20AC;&#x2122;s.

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Increase

41%

50%

Decline

59%

Stay the same

62%

66%

5% 3% 54%

21-29

3% 6%

44%

30-39

38%

35%

40-49

50-59

27%

60 or older

Figure 12: Increases by age

The younger audience are those that are most positive about skiing more in the future. As we move up the age bands positive intent declines. Even so, an impressive 27% of over 60s want to ski more in the future.

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Male

Female

34%

66%

Figure 13: Are you male or female?

The gender split is broadly in line with 2017 data and reflects the sport being male dominated. It would be great to see some more incentives to encourage more women in or back to the sport.

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3.5. Are the ex-skiers coming back? Every year the research also collects responses from people who hadn’t been skiing in the last three seasons. We asked these lapsed skiers on a scale of 0 to 10 ‘how likely are you to go on a skiing holiday in the next three years?’ 2018

2017

2016

26%

19%

15%

14% 14% 11%

10%

6% 4%

12%

7% 6%

13% 11% 10%

11% 10%

6% 5%

10% 10%

15%

8% 5%5% 4%

5%5%

Figure 14: Lapsed skiers. How likely are you to ski again in the next three years?

Some 47% of the people who hadn’t been skiing in the last 3 seasons are highly likely (scoring their intent as 8 or more) to return to skiing within three years. A very impressive 26% scored their intent as 10 – extremely likely. Up from 19% in 2017 and 15% in 2016. It would seem the answer to question is yes – the ex-skiers do want to come back. The challenge is persuading them to do so. Page | 24 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

3.6. The appetite for skiing amongst non-skiers The 1,201 people who had never been on a skiing holiday were also asked how likely they were to take a ski holiday in the next three years.

33% 2018

29%

2017

2016 25%

14%

13% 11%

9% 8%

9% 6%

7%7% 5%

7% 7%

6% 5%

12%

9% 7% 5% 5% 4% 2% 1%

12%

4% 1% 10

Figure 15: Non-skiers. How likely are you to ski in the next three years?

This year there is a marked increase in the willingness of the non-skiers who responded to consider taking a ski holiday. To some extent, this may be accounted for by the sample of non-skiers, however, it seems likely that there is a greater positive sentiment toward skiing holidays â&#x20AC;&#x201C; particularly given the effect of the Winter Olympics on the perception and promotion of skiing and snowboarding. Page | 25 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

We have also looked at the intent to ski amongst non-skiers split by age bands. Here a mean score is given – and shows increase across all age bands, but particularly with the 21-29 year olds and the 50-59 year olds – both groups who are likely to have the flexibility to ski outside of peak dates. 2018

2017

8.0

7.2

6.8

6.2

5.7

6.6

6.2

5.8

5.3

5.1 4.2

2.7

3.1

1.7

Figure 16: Intent to ski mean score by age band

2018

2017

2016

41%

30% 28% 23% 18% 15% 12% 11%

20%

17%

14% 9%

11% 8%

10%

11%

Figure 17: Please tell us why you are unlikely to ski

Expense remains the reason most often stated for not skiing, but over 60% of those responding had a different reason for not trying skiing. The 11% who responded ‘other’ often felt they were too old or not fit enough. The ‘no one to ski with’ response has increased by 3%. Holidays geared towards solo skiers, who can join others of the same ability, would obviously be a good target for these skiers. Family size as a restriction to taking a ski holiday has increased by 2%. Page | 27 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

44%

25%

12%

Figure 18. Unlikely to ski – lapsed skiers

We also asked lapsed skiers (those who had not skied for 3 years or more) who said they were unlikely to ski why that was. Again, expense comes out as the most common reason. A challenge for the industry is to express value for money for these people. For this group the ‘other’ category included a lot of people whose age and fitness had begun the preclude them from the sport.

New Skiers 2016

All Other Skiers 2016 35%

33% 26%

26% 17%

16% 7%

21-29

25%

30-39

40-49

50-59

60 or older

Figure 19: Which category includes your age? by New Skiers (2016)

New Skiers 2017

All Other Skiers

35%

32% 25%

25%

23%

19%

15% 9%

21-29

11% 6%

30-39

40-49

50-59

60 or older

Figure 20: Which category includes your age? by New Skiers (2017)

Page | 29 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

New Skiers 2018

All Other Skiers

32%

30% 26%

23%

21%

18%

12%

18%

14%

21-29

30-39

40-49

50-59

60 or older

Figure 21: Which category includes your age? by New Skiers (2018)

We also track whether people are new skiers are not. Looking at this data over three years we see that we are picking up a lot more new skiers in the 21-29 age group â&#x20AC;&#x201C; though most are still coming from the 40-49 age group. Of those people we identified as being new skiers 32% were aged 40-49. The 60+ age category has seen a decrease in numbers of new skiers by over half. The 40-49 year olds remain an important target area but it is positive to see the numbers of new skiers grow in the younger age categories.

Page | 30 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

3.7. Repeat purchase

97%

Next season

The one after that

Later

I dont intend to go skiing again

Figure 22: When do you intend to go skiing again?

Most of the people in the market intend to be in it next year too. These figures remain the same as 2017 and 2016 - 97% say they are going to ski again next year. Skiers are incredibly loyal to ski holidays – this has not changed over the five years this survey has been running. Only 3% of people have decided not to go skiing again next season. It is very positive that this figure remains so low and 0% say they do not intend to ski again – only 15 respondents in total said they would not go skiing again – a number too low to register in the chart. Of skiers who haven’t skied for two seasons (see below), 89% say they will ski again next season and only 0% say they won’t ski again. Last year 84% of responders who had not skied in previous season stated they would ski next season. A strong positive increase.

2018

2017

89% 84%

10% 3%

Next season

The one after that

4% Later

I dont intend to go skiing again

Figure 23: When do you intend to go skiing again? Last skied season before

When skiers have not skied for 3 seasons the intention to return figures declines with 75% saying they would return the next season but this is also an improvement from the data collected in 2017. It would seem that those who have recently skied feel more positive about next season than they did about this. Overall the intent to return to ski is very strong. Page | 32 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

2018

2017

74% 65%

15%

18%

14% 9% 1%

Next season

The one after that

Later

I dont intend to go skiing again

Figure 24: When do you intend to go skiing again? Last skied Season before that

Page | 33 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Sizing the market: accounting for the independent traveller

Market sizing is a complex and expensive task. As an industry, winter sports lacks reliable figures to estimate the true size of the market. This is largely due to the various ways people can put together their ski breaks. People can book a complete package or buy each element independently. They can also partially package (buying their accommodation from a travel company but arranging their own travel, for example). Skiers may also switch from one mode to another – even within the same season. To accurately estimate the size of the market we would have to draw a large sample from the UK population as a whole - accurately designed to reflect the structure of the UK. We can, however, draw some reasonable estimates by asking people currently in the market how they booked. It is likely, however, that this will still underestimate the size of the independent market. For the last three years we have asked the question ‘How did you book the following parts of your last ski trip?’ • • • •

Flight/train/ferry Accommodation Transfer from airport Ski school/lessons

We then gave them the option to tell us for each element whether that was booked: • • •

By themselves As part of a package By a friend/family member on their behalf

The results across three years are shown on the next page.

Figure 25: How did you book the following parts of your last ski trip? (2016 left & 2017 right)

Page | 35 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Flight/train/ferry

Accommodation

Transfer from airport

10.60%

3.90%

36.50%

12.40%

Ski school/lessons

25.40%

34.90%

60.20%

39.10%

49.80%

39.50%

16.10%

16.30% 35.10%

12.20% 5.30% 2.90%

I booked myself

I booked as part of a package

A friend/family member booked on my behalf

N/A

Figure 26: How did you book the following parts of your last ski trip? (2018)

From this evidence, we could say that almost 50% of the market books their own travel and 39% book their own accommodation. These figures were remarkably consistent in 2016 and 2017 but have shown an increase in 2018.

Page | 36 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

But we might want to define the independent market as those that book both their travel and accommodation themselves. In order to quantify this group we looked at those people who told us that for their last ski break they booked both their travel and accommodation themselves. The results give us a more reliable estimate of the size of the independent market.

Figure 27: Sizing the independent market (2017 left & 2018 right)

When comparing 2017 to 2018 it would appear the size of the independent market has increased from 34% to 37% - despite remaining constant from 2016 to 2017. Page | 37 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Booked Accommodation and Travel Indepently

72%

28%

21-29

All Others

63%

64%

65%

69%

37%

36%

35%

31%

30-39

40-49

50-59

60 or older

Figure 28: Independent travel and accommodation by age (2017)

Page | 38 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Booked Accommodation and Travel Independently

71%

29%

21-29

All Others

63%

59%

61%

37%

41%

39%

30-39

40-49

50-59

68%

32%

60 or older

Figure 29: Independent travel and accommodation by age (2018)

Looking further at who is more likely to book independently â&#x20AC;&#x201C; the younger age group are less likely to book their own travel and accommodation and those in the 30 to 49 age group are most likely. Those aged 30 to 59 seem to have become more likely to book independently. A worrying trend for package operators as this group represents the core of the market.

Page | 39 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Booked Accommodation and Travel Indepently

60%

40%

My family

62%

38%

With other families

All Others

70%

67%

30%

33%

With friends

As a couple

I travelled alone

Figure 30: Independent travel by party composition (2017)

Page | 40 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

76%

24% Other

Booked Accommodation and Travel Independently

57%

60%

68%

63%

64%

All Others

75% 95%

43%

40%

32%

37%

36%

25% 5%

My family

With other With friends As a couple families

I travelled alone

Other With a Please state student trip

Figure 31: Independent travel by party composition (2018)

Looking at party composition, we see that families are more likely to book independently â&#x20AC;&#x201C; perhaps because of the larger party sizes and complicated travel arrangements. This year we additionally asked responders if they had travelled within a student trip â&#x20AC;&#x201C; this group is by far the least likely to book independently.

Page | 41 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Booked Accommodation and Travel Independently

76%

77%

24%

23%

New Skiers 2018

New Skiers 2017

All Others

65%

63%

65%

66%

35%

37%

35%

34%

New Skiers 2016

All Other Skiers All Other Skiers All Other Skiers 2018 2017 2016

Figure 32: Booked Independently by New Skiers

Unsurprisingly, new skiers are much less likely to book independently than the more experienced â&#x20AC;&#x201C; but amongst those new to skiing 24% chose to book independently, almost the same as last year.

Page | 42 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Booked Accommodation and Travel Indepently

All Others

75%

58% 52%

59%

56% 48%

44%

42%

41%

55% 45%

25%

Up to 3 days

3 to 5 days

7 days

10 days

14 days

Figure 33: Independent or not by duration (2017)

Page | 43 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Other

Booked Accommodation and Travel Independently

All Others

71%

50% 50%

53%

53% 47%

47%

51% 49%

14 days

Other

29%

Up to 3 days

3 to 5 days

7 days

10 days

Figure 34: Independent or not by duration (2018)

The dominance of tour operators in the core 7-day market is clear. Though for other durations – particularly short breaks – independent booking wins out. It would seem that non-standard durations are areas of opportunity for the ski companies, if they can adapt their business models to serve those markets.

Independent

Ski Company 76%

49%

Independent

Ski Company

Figure 35: % of 7-day breaks by Independent or Ski Company

Independent travellers are less likely to book a standard 7-day break, though this has to be partly supply-driven â&#x20AC;&#x201C; flexible durations are more easily accommodated by independent booking than they are through booking with a ski company, However, overall, the people who book independently look very similar to those that book with a tour operator in terms of who they travel to resort with.

Page | 45 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

The NPS of Ski

Figure 36: NPS of Skiing

5.1.

Understanding Net Promoters Scores

The Net Promoter Score, or NPS®, is based on the fundamental perspective that customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question — how likely is it that you would recommend a product, service or company to a friend or colleague? — you can track these groups and get a clear measure of performance through your customers’ eyes. Customers respond on a 0-to-10 point rating scale and are categorised as follows: • • •

Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors - your NPS can range from -100 to +100. A two-hundred-point scale. More can be found out about this approach here: http://www.netpromoter.com The NPS of ski is a very impressive 83% - up 1 point from 82 last year.

This data provides a rich vein to mine – like speaking to thousands of people and letting them say, in their words, what they like or don’t like about ski holidays. It seems for the majority the often-difficult hurdles people have to overcome to get to the slopes are more than outweighed by the pleasure they get on the slopes and from the ski resort environment. But if you haven’t skied overcoming these issues may not look like such an easy task. If one were to measure skiing on a different dimension – how easy is it to buy, to travel, to get what you need – the score might look quite different. The big question is – how do we begin to exploit the advocacy? Has the time come for the ski industry to really understand what the market wants – not just what committed skiers want? We received over 20,000 verbatim comments from people telling why they scored ski holidays in the way they did. Looking at promoters’ comments (those that score 9 or 10) it is understandable that what they love about skiing is, skiing.

Figure 37: What Promoters Like about Skiing

The promoters are, by definition, strong advocates. Some of the things they say: • • • • •

Love the whole mountain experience I live for skiing holidays The list could go on and on...views, clean air, great fun, exercise Fantastic atmosphere on the slopes and a great start to the year Best holiday you can have

Passives – those that score 7 or 8 are somewhat more reticent. They like skiing but don’t always love it as much as the promoters – and some reticence comes to fore with regard to their friends and colleagues wishing to ski.

Figure 38: What Passives Say about Skiing

Some of their comments: • • • • •

I love skiing but it’s not for everyone Expensive, but great holiday with activity, scenery, fresh air which justifies the food consumption It's a good sport, but it's not cheap and it's not for everyone Expense, particularly with school holiday premium pricing I very much enjoy skiing but my friends are in their sixties

The detractors (scoring 6 or less) are not many and their comments often reflect a reticence to recommend more than a dislike of the activity. For some, they realise skiing is not for everyone, for others, they have either already recommended skiing to their social group or they are of an age where few of their friends would be likely to take it up. • • • •

Very difficult for adults of my age to learn. Only some people are likely to enjoy skiing Journey time and cost People either like to ski - and do so - or don't

It seems skiing is almost universally liked by those who try it – few if any detractors complain about the experience but the costs get in the way for the ‘floating voter’, the undecided passives who probably find it easier not to go every year. We may, in many ways, be talking to the converted but there can be few markets that have such an impressive band of loyal advocates. The only problem is who is listening? If 80% of people who go on a skiing holiday would recommend it to a friend or colleague, why aren’t we seeing more new skiers enter the market? Perhaps the answer lies in the negative sentiment given even by advocates of skiing.

Figure 39: The top 20 topics promoters talk about

This year we also applied some A.I. (Artificial Intelligence) techniques to begin to understand the sort of topics people talk about when telling us why the score their ski experiences so highly. The topics help to paint a picture of what it is that resonates with skiers about their holidays, and also how to communicate better to persuade them to book or book again. Perhaps one of the biggest challenges the ski industry faces in mobilising its advocates to recruit more skiers is that although they love the skiing they donâ&#x20AC;&#x2122;t have such a positive attitude about getting to the slopes, the costs of it and often what is delivered in terms of food and service. Will skiing remain a holiday for the committed rather than a new convert?

Page | 50 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

5.2. Finding the greatest advocates The rate of advocacy varies little by where people ski, but does vary by age and experience. Advocacy for ski had increased across the board – driven by very good snow conditions this season. Those aged 21-39 remain the strongest advocates, with an NPS increasing to 91 from 86 last year. Across all ages the NPS is higher in this year’s results. 2018

21-29

89 81

30-39

2017

84 83

40-49

2016

86 84

50-59

78 76

60 or older

Figure 40: How ski NPS varies with age

The other big difference in NPS comes when looking at ski experience. This is in some ways self-fulfilling. People who have skied more have proved that they are enthusiastic about ski. Those who have only skied for one week are not as enthusiastic although the level of 71 is higher than last year (67).

2018 82

87 79

86 85

2017 89

Figure 41: How NPS varies with ski experience

88 86

2018 94 83 75 75

87 85

2017

87 86

2016

84 78 79

83 81

Figure 42: NPS by which activities did you participate on your last ski holiday

Freestyle had the highest NPS at 94%. This fun new sport in skiing continues to grow in popularity and has the ‘fun’ element which skiers are obviously enjoying. There are no low NPS scores, as you would expect.

Booked Accommodation and Travel Independently

All Others

Figure 43: NPS by Independent or not

Happily, for travel companies the enthusiasm for ski is no different whether one books independently or not â&#x20AC;&#x201C; the NPS for both is 87.

Page | 54 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

2018

87 86

2017

87 85

2016

86 80

81 80

85 84

71 71

Less than £250 per person

Between £250 and £500 per person

Between Between Between Between More than £500 and £750 and £1,000 and £1,250 and £1,500 £750 per £1,000 per £1,250 per £1,500 per person person person person

Figure 44: NPS Spend per head on travel and accommodation

This chart hints at less dissatisfaction amongst those people spending less – particularly those spending £250 or less per person. Some of these are new entrants to wintersports – the group the industry can least afford to lose, but many are experienced and older skiers. It seems when the spend goes above £500 and £750 pp the satisfaction remains high across the spend levels. This season satisfaction seems more closely matched across all spend level – perhaps because the core of the holiday – the skiing – has been so good this year.

Who, when, how much?

We asked respondents several questions about who went with them on their last ski break, when they bookd and travelled and how much they spent. This information is available at a far more detailed level in the full data set at the end of this report.

6.1.

Party composition

Skiing is a sociable and family friendly activity. Some 38% of our respondents had skied with their own or other families on their last ski break (as per 2016). 33% had skied with friends â&#x20AC;&#x201C; and a further 19% as a couple.

2016

2017 33% 32%

My family

With other families

5% 6% 31% 33%

With friends 20% 19%

As a couple I travelled alone Other

7% 6% 4% 5%

Figure 45: Who did you travel with on your last ski break? (2016 & 2017)

Page | 56 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

My family

34%

With other families

With friends

31%

As a couple

16%

I travelled alone With a student trip Other - Please state

5% 2%

Figure 46: Who did you travel with on your last ski break? (2018)

The 2018 figures are roughly in line with those we gathered last year, although the numbers of skiers travelling as a couple has fallen by 4%. The sociable nature of a ski holiday makes it an ideal holiday for people travelling on their own, whether they are single or not. This year we also added a new category of travelling with a student trip, which accounted for 2% of the response. We isolated new skiers for the first time in 2016 â&#x20AC;&#x201C; the data showed they were more likely to go skiing with their family than those that had skied before, this was even stronger in 2017 with 40% of new skiers saying they are more likely to go with their family. It has decreased slightly to 38% this year, but remains the core source of new skiers along with those that ski with friends.

Page | 57 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

All Other Skiers 2016

New Skiers 2016

My family

31%

With friends

30% 27% 20% 18%

As a couple I travelled alone

39%

7% 6%

With other families

6% 6%

Other

6% 4%

Figure 47: Who did you travel with on your last ski break? New skiers (2016)

All Other Skiers

New Skiers 2017 32%

My family

33% 29%

With friends 19% 19%

As a couple I travelled alone With other families

Other

40%

6% 3% 5% 7%

5% 2%

Figure 48: Who did you travel with on your last ski break? New skiers (2017)

Page | 58 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

All Other Skiers

New Skiers 2018 34%

My family

38% 31% 29%

With friends 16% 16%

As a couple I travelled alone

5% 3% 7% 6%

With other families With a student trip Other - Please state

2% 4% 5% 4%

Figure 49: Who did you travel with on your last ski break? New skiers (2018)

Page | 59 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

6.2. Booking lead time The booking profile for skiers is encouraging for tour operators: 65% booking 3 months or more before they travel (66% last year) and only 14% booking less than a month before their trip. This has remained almost the same as last yearâ&#x20AC;&#x2122;s figures.

2018 39%

2017

39%

26%

27% 22%

22% 14%

6 months or more before I travelled

Between 3 and 6 months before I travelled

Between 1 and 3 months before I travelled

12%

Less than a month before travel

Figure 50: When did you book your last ski holiday?

Looking at the booking lead time by under /over 30s, 41% of the over 30s book 6 months or more before they travel, up 1% on last winter. Generally, the figures are consistent across 2017 and 2018.

Page | 60 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Under 30 36%

30 and over

39% 28%

24%

25% 22%

11% 14%

6 months or Between 3 and Between 1 and Less than a more before I 6 months 3 months month before travelled before I before I travel travelled travelled Figure 51: Booking lead time by age (2016)

Under 30 40% 26%

34%

26%

Over 30

28%

21%

11% 13%

6 months or Between 3 and Between 1 and Less than a more before I 6 months 3 months month before travelled before I before I travel travelled travelled Figure 52: Booking lead time by age (2017)

Page | 61 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Under 30

Over 30

41%

33% 28%

24%

27% 21% 12%

6 months or more before I travelled

Between 3 and 6 months before I travelled

Between 1 and 3 months before I travelled

14%

Less than a month before travel

Figure 53: Booking lead times by age (2018)

Page | 62 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

£500 or less

More than £1,000

49% 25%

28% 24%

28% 23%

16%

8% 6 months or more before I travelled

Between 3 and 6 months before I travelled

Between 1 and 3 months before I travelled

Less than a month before travel

Figure 54: When did you book by how much you spent (2017)

£500 or less

£1000 or more

49% 25%

25% 25%

28% 22%

17%

9% 6 months or more before I travelled

Between 3 and 6 months before I travelled

Between 1 and 3 months before I travelled

Less than a month before travel

Figure 55: When did you book by how much you spent (2018)

It is interesting to see the difference in when bookings are made, between those spending more than £1,000 per head on travel, accommodation, ski passes, equipment hire and ski school, and those spending less than £500. Those spending less are relatively evenly spread in terms of booking lag, but those that spend the most are far more likely to book early. The booking profile is, again, remarkably consistent year on year. Page | 63 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

6.3. When did you travel? We asked people who skied last season when they travelled on their last ski break.

2018

2017

64% 60%

18% 13%

Christmas

12%

13%

New Year

February half term

Easter

Outside of these peak dates

Figure 56: When did you travel?

The industry understandably focusses on the peak weeks of Christmas, New Year, February half term and Easter. But many more skiers travel outside of these peak dates. This season has seen an increase in Easter departures (from 13% to 18%) matched by a fall in outside of peak dates. But still some 60% of skiers travel outside of peak dates. Page | 64 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

21-29

17% 34%

30-39

21% 32%

40-49

50-59

60 or older

12%

14%

36%

37%

31% 34%

29%

41%

35%

10% 10%

11% 7%

Christmas

New Year

7% 4% February half term

8% 6% Easter

20% 10% 5% Outside of these peak dates

Figure 57: When did you travel by age? (2016)

21-29

12%

30-39

18%

31%

29%

28%

23%

13% 17%

15% 16%

Christmas

New Year

40-49

50-59

60 or older

10%

13%

32%

35%

28% 32%

41%

35%

20%

11% 6% February half term

10% 8%

12% 8%

Easter

Outside of these peak dates

Figure 58: When did you travel by age (2017)

Page | 65 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

21-29

10%

27%

30-39

40-49

50-59

14%

60 or older

10% 23%

28% 31%

24%

29% 25%

25% 43%

13%

24%

Christmas

38%

20%

17% 10%

11%

12%

February half term

Easter

Outside of these peak dates

21%

New Year

16%

14%

Figure 59: When did you travel by age: (2018)

When we looked at these figures broken down by age â&#x20AC;&#x201C; as one might expect, the older and younger markets have greater flexibility, with those aged 40-49 perhaps most restricted to school holidays. In the February half term 43% of skiers are aged 40 to 49, dropping to 20% when we look at off-peak dates. Christmas ski trips seem to have become less popular with older age groups and more popular with those aged 21-29. In 2017 17% of Christmas booking were for 21-29 year olds, in 2018 this grew to 24%.

Page | 66 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

6.4. Spend per head 2018

2017

24% 24% 21%

2016

25%

22%

19%

12%

18%

17% 17%

13% 13% 11%

12% 12%

10%

11%

3% 3% 3%

Less than £250 per Between £250 and Between £500 and Between £750 and person £500 per person £750 per person £1,000 per person

Between £1,000 Between £1,250 and More than £1,500 and £1,250 per £1,500 per person person

Figure 60: How much was spent per person on travel, accommodation, ski passes, equipment, hire and ski school

The spend per head has also remained fairly consistent once more; a small decrease in 2018 of those spending £500 to £750 matched by small increases in those spending more than £1,000.

Under 30

30 and over

30% 25%

23%

25% 19%

17%

12%

11%

Less than Between Between Between Between Between More than £250 per £250 and £500 and £750 and £1,000 £1,250 and £1,500 person £500 per £750 per £1,000 per and £1,250 £1,500 per person person person per person person Figure 61: Over/under 30 – How much was spent per person on travel, accommodation, ski passes, equipment, hire and ski school (2016).

Under 30 25%

11% 2%

26% 20%

Over 30

23%25%

18%

10%

13%

11%

Less than Between Between Between Between Between More than £250 per £250 and £500 and £750 and £1,000 £1,250 £1,500 person £500 per £750 per £1,000 and and person person per person £1,250 per£1,500 per person person Figure 62: Over/under 30 – How much was spent per person on travel, accommodation, ski passes, equipment, hire and ski school (2017)

Under 30

27%

Over 30

25%

21%

20%

19%

18% 15%

13%

12%

11% 5%

2% Less than £250 per person

Between £250 and £500 per person

Between Between Between Between More than £500 and £750 and £1,000 and £1,250 and £1,500 £750 per £1,000 per £1,250 per £1,500 per person person person person

Figure 63: Over/under 30 – How much was spent per person on travel, accommodation, ski passes, equipment, hire and ski school (2018)

It’s clear, as you would expect, that the over 30s will spend in the upper scale of the spend categories and a higher number of under 30s will spend the least per head. 44% of the over 30s spending upwards of £1,000 on extras vs. just 21% of the under 30s spending this amount.

New Skiers 2017 19% 13%

21%21%

All Other Skiers

24%24% 18%17%

12%

9%10%

Less than Between Between Between Between Between More than £250 per £250 and £500 and £750 and £1,000 £1,250 £1,500 person £500 per £750 per £1,000 and and person person per person £1,250 per £1,500 person per person Figure 64: New skiers - How much was spent per person on travel, accommodation, ski passes, equipment, hire and ski school (2017)

New Skiers 2018

17% 12% 5% 3%

20%19%

22%24%

All Other Skiers 20%18% 10%11%

12%

Less than Between Between Between Between Between More than £250 per £250 and £500 and £750 and £1,000 £1,250 £1,500 person £500 per £750 per £1,000 per and and person person person £1,250 per £1,500 per person person Figure 65: New skiers - How much was spent per person on travel, accommodation, ski passes, equipment, hire and ski school (2018)

21% of new skiers spend less than £500 compared with 15% of all other skiers. This is less than 2017, where 26% of new skiers spent in the lower bands. Naturally, as a new skier, they may not want to spend too much on a first ski experience. There is not so much discrepancy between new skiers and non- new skiers in the other categories, apart from at the top end where only 3% of new skiers spend more than £1,500 whereas 12% of other skiers spend more than this. Page | 70 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

6.5. Long and short breaks The charts below combine long and short break frequencies. Reading the 2016 data from the left we can see that amongst the responders (63%) took no short breaks, 20% took one short break and so on. 3% of responders did not take a longer stay â&#x20AC;&#x201C; and interestingly there is a significant number who take two or more longer stays per year (24%). 63%

Short Breaks (4 days or less)

Longer Stays (5 days or more)

46% 25%

20% 8%

3% 0

11%

1% 5%

1% 3%

Figure 66: Long and short breaks (2016)

Short Breaks

Longer Stays

62%

47% 21%

4% 0

24%

12% 4%

1% 4%

1% 2%

Figure 67: Long and short breaks (2017)

Page | 71 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Short Breaks (4 days or less) 58%

Longer Stays (5 days or more)

53%

24%

5% 0

23%

2% 3%

1% 2%

Figure 68: Long and short breaks (2018)

Page | 72 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

6.6. Type of accommodation 2017

39%

2016

40%

21% 21% 21% 18%

4% 4% 1% 1%

3% 3%

5% 2% 2%

Figure 69: What type of accommodation did you stay in? (2016 and 2017)

1% 1%

36%

24%

22%

5% 2%

Figure 79: What type of accommodation did you stay in? (2018)

This year we asked the accommodation question slightly differently to account for people staying in an Airbnb listed property. Hotel stays seem slightly down (from 39% to 36%), Airbnb now accounts for 2% of stays and chalets seem to have taken a somewhat greater share (though again this question was asked slightly differently this year).

Page | 74 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Booked Accommodation and Travel Independently

All Others

40% 33% 28%

28% 17%

15% 5% 4% 2%2% 6%5% 2% 3%1% 1% 1% 1% 1% 2%2% 0%

Figure 71: Accommodation type by independent booking or not (2018)

A higher percentage of people staying in hotels, club hotels and chalets were booked as part of a package. As you would expect, a higher number booked apartments (33% vs 15%) themselves. We also asked what catering they had: 43.00% 13.70% Full board Half board

34.30%

9.10% B&B

Self catering

Figure 72: What catering did you have?

Page | 75 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Growing the market from within and ski habits Increase

58%

38%

2018

Decline

Stay the same

62%

65%

32%

28%

2017

2016

Figure 73: Thinking about your skiing habits over the next three years, do you think the number of ski holidays you take is likely to increase, decline or stay the same?

This is another statistic that shows positive increase. We asked people to tell us if they would ski more, less, the same amount in the next 3 years. Last year there was a net increase of 26%, this year the number of skiers who think they will increase their number of ski holidays has increased to 34%. Latent demand is growing in the market – the opportunity to grow the market from within is increasing– despite the uncertainty over Brexit and the relatively poor exchange rates during the time the data was collected.

Increase

41%

50%

21-29

Stay the same

59%

62%

44%

38%

35%

27%

30-39

40-49

50-59

60 or older

54%

Decline

66%

Figure 74: By age: Thinking about your skiing habits over the next three years, do you think the number of ski holidays you take is likely to increase, decline or stay the same? Increase

43% 5% 51%

Decline

Stay the same

50%

51%

55%

54%

55%

58%

46%

44%

41%

39%

38%

Figure 75: Intent by activity (2018)

Page | 77 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

How tour operators perform

8.1.

NPS distribution for ski companies

The spread of NPS scores amongst tour operators is wide. From a highly creditable 83 to a not very impressive -8. Niche operators tend to score better on NPS scores than the mainstream operators. This may be because they often find it easier to provide a more tailored and personal service. However, it should be remembered that although the absolute NPS provides a benchmark the key for individual organisations is to look to how they can improve year on year.

-8 Figure 76: Tour Operator NPS scores (2018)

Page | 78 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

-40 Figure 77: Tour Operator NPS scores (2017)

-9 Figure 78: Tour Operator NPS scores (2016)

-13

Figure 79: Tour Operator NPS scores (2015)

When we categorised the NPS scores by tour operator category, we saw medium and niche players doing better than the average large tour operators. This has held true for the last three years. This year the NPS scores are lower but the gap between them all has reduced.

Large 58

Medium 53

2018

2017

37 22

Niche

2016

Figure 80: NPS scores by tour operator category (2015 -2018)

Page | 80 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

2015

8.2. Ski Companies - Getting it right We also asked respondents to tell us why they gave that score. The image below shows a text analysis of the thousands of comments made by people who scored their tour operator as a 9 or 10. The size of the word in the diagram shows how many times it was mentioned. It seems every year that it’s all about good service. Friendly, helpful, efficient, excellent accommodation and good value are what generates a high NPS – no great surprise!

Figure 81: Promoters comments

Some typical examples of what people who rate their ski company highly say • • • • • •

Everything worked as promised Excellent company, and value for money Just fantastic all round - what an experience. A fantastic experience - great service, great staff and great food They did everything they said they would. Faultless organisation. Also, I have been with them for 16 years.

In some ways you learn less from positive comments than from the negative. Happy customers are often the ones who perceive that nothing has gone wrong and have enjoyed an uneventful yet enjoyable break. We also ran some text analysis on the travel company promoter comments showing us how the topics they mention are grouped.

Figure 82: Travel company promoters topic analysis

Page | 82 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

8.3. What detractors say The word cloud below shows the detractor comments – again the size of the word relates to the number of mentions.

Figure 83: Tour Operator Detractors Comments

When we look at negative comments we can see some of the issues coming out • • • • • •

Poorly organised breakfast Food was limiting Terrible chalet, not clean, food terrible, skis stolen Bad service when booking and poor transfers Overpriced for what it was Misleading chalet advertising, stingy food

It seems that, as for many industries, it is service recovery that needs attention and also perhaps opening up more channels for feedback. It is difficult for us to know how many of these negative comments made it to operators, and how well they were handled when they did. The rise in social media means that many detractors use the different platforms to air their comments more publicly. Most of the bigger tour operators have dedicated employees to manage their social media channels and this is especially key with snow/weather and /or flight delays/issues. Page | 83 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

The travel experience

9.1.

How skiers travel

79%

10%

Figure 84: How did you travel to your last ski break?

9.2. Where they fly to 32%

11%

7% 6% 5% 5% 4% 3% 3% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1%

Figure 85: Which airport did you fly to?

Page | 84 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

9.3. Airport NPS 41

-78 Figure 86: Airport NPS

This year we asked respondents to rate the airport to which they flew. A fairly negative picture emerges here. A lot of the airports used for ski breaks have a very low NPS. As noted in the NPS of ski section it is certainly not for many people an enjoyable part of the process.

Page | 85 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Figure 87: Airport detractor comments

The word cloud above clearly shows the issues people have with ski airports. Lack of facilities, small, with long queues.

Page | 86 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Promoters focus on efficiency – particularly with luggage, check in facilities and easy transfers. Interestingly small airportis also mentioned often here –it doesn’t have to be a negative.

Figure 88: Airport Promoter Comments

9.4. Airline Flown 28%

17%

10% 9%

7% 4%

Figure 89: Airline flown

9.5. Airline NPS This is another area where customer experience varies from very good to very bad – from a leading score of +51 to a trailing score of -42. This may also be true for other sectors of the holiday business – but our contention would be that the skiers perhaps have higher expectations of airline service and punctuality – they are more likely to be experienced travellers and resent any loss of time on the slopes due to late flights. There is also the added complexity of ski luggage and winter weather affecting take off and landing. The leading airlines are legacy and scheduled. The worst performer is a low cost airline and the remainder a combination of charter and low cost airlines

-42 Figure 90: Airline NPS

Figure 91: Airline NPS promoter comments

Page | 89 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

For promoters the airline experience is all about service and efficiency – with the sample comments showing typical examples of what people who valued their airline experience said. • • • • •

Never had any problems Good value, timing and route Frequent flights and efficient service, complimentary ski equipment Good service, comfortable plane Free ski carriage

Figure 92: Airline Detractor Comments

For airlines getting it wrong it is not just about service and the product, it’s about delays –depriving people of part of their holiday, that is even more important because of the length of transfers and the fact that most ski breaks are for 7 days or less. A delay to a ski holiday generally has a far greater proportional impact than for a 1 or 2 week summer holiday. Increasingly all flights check in at one airline zone rather than individual flight check-in desks. This can cause huge queues over peak travel times. Page | 90 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Some typical detractor comments include: • • • •

They were extremely late going out Long check-in Rubbish checking in. Delays both ways. Chaos 100%. Terrible Poor attitude to customers. Everything is a hassle with them, from booking seats to paying for luggage

And the text analysis of topics for detractors shows many of the same issues arising.

Figure 93: Topic Analysis Airline Detractors

10. Equipment and Clothing 99.50% 93.10%

21.40%

Ski equipment (e.g. helmet, boots, skis/ snowboard)

Ski clothing (e.g. jackets, salopettes, gloves, goggles, thermal wear)

Figure 94: what equipment do you own?

Page | 92 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Avalanche safety equipment

53.50%

32.60%

18.60% 11.60%

14.00%

2.30%

Rented equipment

Borrowed equipment

Rented clothing

2.30%

Borrowed Rented safety Borrowed clothing equipment safety equipment

Figure 95: Have you recently rented or borrowed ski equipment, safety equipment or clothing?

Almost 33% of responders have neither borrowed nor rented borrowed equipment. In terms of what equipment people own, helmets and boots are equally as popular, at a remarkable 93% with skis at almost 60% and snowboard ownership much less so down at 19%.

Page | 93 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

93.90%

93.20%

57.80%

18.80%

Helmet

Boots

Skis

Snowboard

Figure 96: What equipment do you own? 46.40%

25.30% 13.90%

Within the last 12 months

1-2 years ago

2-3 years ago

7.10%

7.30%

3-4 years ago

5+ years ago

Figure 97: How recently did you buy your last piece of equipment?

Page | 94 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

86.70%

83.80%

78.50%

19.40%

Transceiver

Shovel

Probe

Airbag

Figure 98: What avalanche safety equipment do you own? 27.10% 24.40%

19.40% 16.30% 12.70%

Within the 1-2 years last 12 ago months

2-3 years ago

3-4 years ago

5+ years ago

Figure 99: How recently did you buy your last piece of avalanche safety equipment?

Page | 95 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

49% 49% 48%

26% 22%

24%

21%

17% 17%

3% UK in a store

In resort

Online

2018

2017

eBay

Other - Please state

2016

Figure 100: How did you buy your last piece of snowsports equipment?

The figures are very similar to 2017 â&#x20AC;&#x201C; 49% buying their snowsports equipment in a store and the other half split between in resort, online, eBay or other ways. Online increases by 2% as we would expect with the continued growth of online retail.

Page | 96 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

2016 27

2017

2018

21 18

10 7

0 UK in a store

In resort

Online -4

eBay

Other -4

-8

-15

Figure 101: How likely are you to recommend the place you purchased your equipment to a friend or colleague?

The good news for the UK retailers is that buying in a UK store has the highest NPS although dropping slightly from last year – followed by online purchasing which has improved slightly. In resort purchases do not receive a positive NPS – though they have improved somewhat year on year. eBay shows an ongoing decline in preference perhaps with the marketplace being increasing unreliable and populated by full price retailers.

2018

50%

2017

53%

32%

12%

30%

11% 2%

UK in a store

In resort

Online

eBay

Other - Please state

Figure 102: How did you buy your last piece of snowsports clothing?

It is more popular to purchase clothing online (32% vs equipment 21%) but in-store still holds a very high percentage (50%). There is slight decline in UK store purchases matched by an increase in online.

Page | 98 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

2018

16 13

2017 15

2016 15

9 3

0 UK in a store

In resort

Online

eBay

2 Other

-8

-20

-18

Figure 103: Retail NPS clothing

There is a slightly less positive experience reported for UK stores when buying clothing â&#x20AC;&#x201C; here online overtakes in NPS scores. However, in-resort fares even worse than when buying equipment.

Page | 99 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

11. Countries and resorts 11.1. Country NPS scores 2018

2017

2016

4748 37

33 13

4140 38 35 31 31

49 454544 4744 41

54 49 51 46 45

3030

-3

Figure 104: Country NPS scores

7069 73 66 66 60

11.2. Changes in NPS scores This year NPS scores have changed 25 19

16 8

7 1

-10

-12

Figure 105: Year on year changes in country NPS (2018 vs 2017)

For many markets their NPS has improved â&#x20AC;&#x201C; though Andorra and USA have seen declines from relatively high scores last year.

Page | 101 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

11.3. Market retention rates 81% 60%

50%

34%

47%

61%

58%

46%

38%

35%

Figure 106: Country retention rates (2018)

71 72 74 69 52 47 48

France

62 62 64 61 59 44 44

Italy

46 46 48 46 52 48

Austria 2013

Andorra 2014

2015

58 54

43 49 49 48 49 46

Switzerland 2016

USA and Canada

39 43

Eastern Europe

2017

Figure 107: Year on year changes in retention rates.

We asked people who had skied last season where they were likely to ski next. This enabled us to see a retention rate â&#x20AC;&#x201C;this is demonstrated across 5 years. France continues to dominate and improve this season. 81% of people who visited France said they would do so again next year.

Page | 102 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

11.4. Resort retention rates 2017

2018 32%32%

14% 11% 7%

5% 2% 2%

4% 4% 4%

11% 11% 10% 7% 7%

Figure 108: How likely are you to return to the resort in which you last skied?

This question asks people how likely they are to return to the resort they last skied. 41% responded with a 9 or 10, slightly higher than last year.

Page | 103 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

11.5. How people choose a resort Attribute That you are guaranteed snow Size of the ski area How busy the slopes are Quality of accommodation The price How hospitable the people are Short travel times Recommendations by friends/family Resort is purpose-built ski in/ski out That the resort is traditional in style Quality of après ski Online reviews from fellow skiers Off-piste terrain That you are familiar with the resort Activities outside skiing Your preferred ski company goes there Opportunity to book all-inclusive Facilities for children

2018 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

2017 1 2 3 5 4 6 7 8 9 10 12 11 13 14 15 16 17

Figure 109: Resort choice factors

We asked people to score how important a variety of factors are in their decision to choose a ski destination. The scores ranged from 0 – not at all important to 10 – extremely important. The chart above ranks the average scores for each of these factors from the most important to the least important. These scores are similar to last year. By far the most important decision factor continues to be snow – people what to be reassured that they will have snow. Next comes the size of the ski area – they want to know that the destination offers them variety, and then how busy the slopes will be followed by quality of the accommodation. The top three remain consistent – but interestingly price has slipped from being the 4th most important attribute in choice to be the 5th. Page | 104 © 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Below that we have other more peripheral elements of the destination such as whether it is traditional, or purpose built, online reviews, après ski, non-ski activities and facilities for children. This year we added ‘off-piste terrain’ to the choice question. And although it came in at 13 it is more important to some segments than others.

12. Appendix: How skiers rate countries Quality of skiing

23 13

-23

-25 Figure 110: Quality of skiing (2017)

52 33

28 20

-11 -18

Figure 111: Quality of Skiing (2018)

Quality of pistes (new for 2018) 45 36

-17 -23 Figure 112: Quality of Pistes (2018)

Quality of off piste (new for 2018) 58 42

24 8

38 31

Figure 113: Quality of Off piste (2018)

Efficiency of lift system

19 14 9

-17 -30

Figure 114: Efficiency of lift system (2017)

32 25

23 18 9

14 5

-26

Figure 115: Efficiency of lift system (2018)

24 11

Accommodation 45 30

21 9

-1

Figure 116: Accommodation (2017) 37 32 24

-4

-7

Figure 117: Accommodation (2018)

Eating Out

28 19

18 8

8 3

-4

-20

Figure 118: Eating out (2017) 17 15

14 11

11 6

0 -1

Figure 119: Eating out (2018)

Bars and Nightlife

24 17

14 7

5 1

-6

Figure 120: Bars and Nightlife (2017)

7 4

2 0

-1

Figure 121: Bars and Nightlife (2018)

Page | 111 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Activities outside of skiing 50

30 17

-19

Figure 122: Activities outside of skiing (2017)

42 32 23

-16 Figure 123: Activities outside of skiing (2018)

Page | 112 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

Ski School

81 60

Figure 124: Ski School (2017)

79 68

Figure 125: Ski School (2018)

Value for money 34

17 4

-4

-9

-14

-4

-8

-4

-6

-23

-44 Figure 126: Value for money (2017) 36 21

6 0 -4

-4

-12

-15

-19 -35

Figure 127: Value for money (2018)

Page | 114 ÂŠ 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk

The Ski Club of Great Britain would like to thank the following partners for their supporting the 2018 Consumer Research:

ANTO, Aldershot Ski Race Club, Amer Sports, Atout France, BASI, British Ski & Snowboard, Balkan Holidays, Chelski, Decathlon, ESS Villars, Educating Adventures, Ellis Brigham, Erna Low, European Snowsports, Glencoe Mountain Resort, IfYouSki, J2Ski, Jungfrau Tourism, Kitzbuhel, Line S, Lagrange Holidays, Lockwoods, Maddogski, Mark Warner, Mountain Heaven, Mountain Tracks, Neilson, Ongosa, Outdoor & Cycle Concepts, Oxygene Ski School, Pierre & Vacances, Planks Clothing, RocketSki, SB Ski, Snow Sport England, Sea-Lifts, Ski Amis, Ski Club of Great Britain, Ski Famille, Ski France, Ski Independence, Ski Safari, Ski Weekender, Ski Weekends, Ski World, Skieasy, Sno!Zone, Snow Retreat, SnowFactor, Switzerland Tourism, Telegraph Ski & Snowboard, TravelTrex, WeSki Page | 115 Â© 2018 Ski Club of Great Britain Limited. | +44 (0)20 8410 2000 | www.skiclub.co.uk