Skipedia went along today to the launch of the Ski Club of Great Britain Industry Report 2013. Billed as the ‘largest piece of consumer research ever in the UK snowsports market’, Ski Club CEO Frank McCusker, said he was ‘cautiously optimistic’ about the data it revealed. The report has been compiled using data from eleven participating organisations, including tour operators and airlines, during June and July 2013. A full copy of the report is available from the Ski Club of Great Britain for £750, but some of the key points revealed today are summarised below: 1. New Entrants – the opportunity is there 17% of those who have never skied before say there is a good chance they will go on a skiing holidays in next three years Women aged 18-30 are disproportionately represented in this group and ski companies may want to consider that in their marketing 2. Lapsed skiers should be targetted 75% of lapsed skiers are likely to ski again, with 22% planning to go this season 50% of non-skiers are under the age of 40 3. There is a strong intention to ski more often When asked if they plan to ski more, less or stay […]
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