Following the two day LISTEX (London International Snowsports Exchange) event on October 16 and 17, the most recent data on the UK ski travel industry from the Mountain Trade Network has now been published.
Whist the total market seems to have seen a slight drop in numbers versus the year before, there are still encouraging booking signs with 75% of people intending to ski this winter that haven’t yet booked their holiday.
But it’s clear that rising costs are impacting the amount of skiers and snowboarders that are booking holidays – will that change this season? Intent to book is high and so it looks likely that the 2025-26 season will see growth in skier numbers from the previous year.
Some of the key findings of the survey include:
- Total market looks to have dropped slightly in the 2024-25 winter versus the previous season
- The catered chalet market continues to recover following Brexit and COVID
- 3-star hotels still climbing compared to other categories
- Bookings are being made earlier than before
- France is maintaining market share lead
- April still struggling despite record snow levels
- Return to an almost 50/50 split in booking choices tour operators versus direct
- Rise of the solo traveller – suggests costs mean ‘enthusiasts’ are leaving their partners behind
- Numbers skiing off piste is still increasing though touring is starting to drop off more
- Sharp increase in spend beyond the £2000 level
- Price is almost back to no 1 factor in destination choice
- Instagram on the rise, but resort websites still no 1 – AI use seems to be increasing for search
- Rising prices becoming very significant for more
- Whilst environmental factors seemingly decline
- Japan is still the dream for many, and looks set to remain so
- Bookings for next season on par with this time last year
-ENDS-
Images can be provided on request.
Further Info
The State of the Snowsports Market Survey 2025 is produced by the Mountain Trade Network in partnership with the Ski Club of Great Britain, Snow + Rock, the London Snow Show and Snomad. There’s over 1700 responses to date. The data is benchmarked against previous MTN surveys and the questions look at both intent and past behaviour.
Dates For The Diary
The Mountain Trade Network organises industry events, including:
SASTEX: March 13, 2026, Covent Garden (LINK)
LISTEX Luxury: June 24, 2026, County Hall (LINK)
LISTEX: October 15 & 16, 2026, Hilton Kensington
London Snow Show: October 17 & 18, London Olympia
