Putting the skier under the microscope is always interesting, and sometimes illuminating. Starting in 1950, Ski Magazine has produced a large volume of research on the demographics, likes and dislikes, ski activities, travel, equipment purchases etc. of the Ski subscriber. This 25-year continuum of research provides one of the few measurements of trends that is available.
In any case, we asked Ski‘s research director, Bill Niles, to highlight a few of the statistics and pinpoint some of the trends as discerned in the 1976 study. A free copy of Ski‘s 1976 Travel and Vacation Survey is available from Bill Niles, Ski Magazine, 380 Madison Avenue, New York, N.Y. 10017.
The survey confirmed many of our beliefs about the vacation skier, but uncovered some new and useful information:
There has been a significant increase in ski vacations — 45 per cent of Ski Magazine’s subscribers took a ski vacation during the 1969-70 season. This increased to 55 per cent during the 1974-75 season, according to this year’s travel survey.
These findings correlate with the increases in skier days that most areas have experienced, particularly the major destination resorts. The ski resorts of the U. S. Rockies have been the main beneficiaries of this growth and have enjoyed increases in skier days of 15 per cent and more per year over the past five years.
Ski vacations are shorter and are not planned as far in advance — In 1970, the Ski Magazine subscriber spent an average of 9.5 days on his ski vacation. By 1973, this had dropped to 8.8 days and this year the average was 7.3 days. Several factors explain this trend, the most important being the 7-day, Saturday-to-Saturday package that has been so successfully promoted. Another reason for shorter vacations is that improvements in transportation, particularly airlines and rental car services, have made even the most distant ski resorts accessible to the ski vacationer. Another possible reason is that many more skiers (20 per cent) are taking more than one vacation a year than was the case 10 years ago.
With convenient transportation and the money to afford it (the average yearly income of the subscriber household is $25,000), the skier can and does treat a ski vacation like an impulse purchase. More than a third plan their ski vacations a month or less in advance. A venturesome 20 per cent arrive at resorts without any reservations at all!
Vacation skiers are going to many more areas — With the increases in the number of skiers taking ski vacations and in travel, more skiers are visiting more areas.
The most significant trend has been the boom in ski vacations in the U. S. Rockies. If this increase is partially at the expense of eastern resorts, it is worth noting that the east is largely holding on to its own vacation skiers. In 1968, 15 per cent of eastern skiers had taken ski vacations in the Rockies, and this had only increased to 21 per cent in 1976. Skiers from the South Atlantic states are now divided equally on ski vacations between eastern resorts and the Rockies. The South Central states, where Texas looms large as a market, are pumping more vacation skiers than ever into the Rockies. And in the midwest, the 1968 study juxtaposed with the 1976 study shows a sharp swing away from the eastern ski resorts and in favor of the Rockies as ski vacation destinations.
The following table (Copyright 1976 Ski Magazine) shows where skiers from each region skied during their vacation this past winter:
| East | South | Midwest | West | Total U.S. | |
|---|---|---|---|---|---|
| Eastern U.S. | 66.8 | 28.2 | 7.0 | 2.5 | 24.1 |
| Midwest | — | 3.5 | 16.0 | .4 | 4.8 |
| U.S. Rockies | 21.3 | 64.7 | 69.0 | 60.1 | 52.3 |
| Sierras | 1.4 | 1.2 | 2.3 | 27.2 | 10.7 |
| Northwest U.S. | .5 | — | .5 | 7.8 | 3.0 |
| Canada | 6.8 | — | 3.3 | 1.0 | 3.1 |
| Europe | 3.2 | 2.4 | 1.9 | 1.0 | 2.0 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
Per Cent Vacation Skiers From Each Region
The top resort areas have not been the only ones to benefit from the growth in ski vacations. The top five were visited by 41.6 per cent of the vacation skiers (Aspen 12 per cent, Vail 12 per cent, Snowbird 7.1 per cent, Alta 5.8 per cent and Park City 5.3 per cent), but the remaining 58.4 per cent skied some 234 other areas throughout the U. S., Canada and Europe.
Skiers want flexibility in their ski vacations — The results of the travel survey showed the vacation skier tailors his vacation to his personal tastes and requirements. Of those taking ski vacations, 37 per cent bought a package or charter vacation. Some 82 per cent used a car for transportation. Nearly half rented or stayed in their own condominiums or houses. Another 18 per cent stayed with friends or relatives.
Nor did they stay put in one area. Each skier skied an average of 2.9 different areas during his vacation.
How do ski vacationers select their resort? — Quality of skiing shows up significantly, as 58 per cent cited “Variety of Slopes” and 53.5 per cent cited “Snow Conditions.” The third on the list was “Past Experience There” cited by 51.5 per cent, and this is confirmed when 65 per cent of the 1975-76 vacation skiers reported they returned to the same place they had visited the previous season.
Interestingly, cost showed up near the bottom of the list of reasons.
The travel survey suggests many things an area operator can do to lure vacation skiers. Here are a few of them:
- Take advantage of the scarcity of accommodations and the crowds at many major resorts during peak season. Smaller, particularly adjacent areas, should promote their readily available accommodations, shorter lift lines and uncrowded skiing.
- Appeal to the skier who selects vacation areas almost on impulse, with little advance planning. He is influenced more by the challenge, excitement and uniqueness of an area than he is by price and the more practical considerations.
- Stress your area’s unique assets. Skiers no longer feel they have to vacation where everyone else is. Promote the outstanding characteristics you offer and you’re sure to connect with a group of skiers that wants just that.
- As a smaller area, you are able to be more flexible. Sell the vacation skier a lift ticket that is good at several surrounding areas so that he can enjoy the same variety of skiing he would get at a major resort area. Sell individual lift tickets as well as full and partial day passes so he can combine skiing with other activities during the day.
- Offer special incentives to attract first-time skiers to your area. And do whatever you can to make his first visit a success. He’ll not only come back next year, but will recommend your area to his friends.
