Survey reveals how Brits decide where to ski

By Skier & Snowboarder on 26th June 2026 • ( 0 )

Iglu’s biggest ever survey has found that while the use of AI for ski trip research has nearly quadrupled in a year, snow certainty and trusted advice still remain key to how Brits decide where to ski.

In their fourth annual end-of-season customer survey in collaboration with winter sports retailer Ellis Brigham, Iglu Ski revealed these key points:

Snow-sure is king in where to ski – year after year

Snow reliability is the single biggest factor when choosing a resort, named by 78% of skiers, well ahead of value for money (56%) and number of runs (46%). It has topped the list for two years running. Six in 10 skiers (61%) say they deliberately book high-altitude resorts so they don’t have to worry about conditions – a habit rather than a passing trend.

AI joins the research mix – but trusted sources still rule

The standout shift this year is AI. The share of skiers using tools such as ChatGPT and Gemini to research where to go has nearly quadrupled, from 2.2% last year to 8.7% in 2026. Social media has also climbed as a source of inspiration, up from 15% to 23%. Yet both remain well behind the channels Britons trust most: having “been before” (55%), reading articles online (53%), word of mouth (51%) and reviews (42%). AI is a new layer on the research journey, not a replacement for experience and expert guidance.

Britons book online – but increasingly want an expert too

Most skiers (58%) prefer to book online, and 60% book a package rather than piecing a trip together themselves. But the pull towards human guidance is growing: the share who would rather speak to an expert has risen from 20% to 24% year on year. When booking online, trust in the provider is the top priority – as it was last year – named by 73%, alongside ease of booking (68%). Nine in 10 skiers compare two or more websites before deciding.

Après grows up – and stays grown up

Our research consistently finds the wild après-ski cliché to be a myth. Just 9% are looking for a club-style night out – broadly unchanged from last year – while skiers want sunny terraces (52%), a good in-resort restaurant (53%) and a hot tub to unwind in (50%). Beer remains the après drink of choice (43%), and tartiflette is the nation’s favourite mountain meal (20%), ahead of pizza and raclette.

Year on year, two clear shifts stand out:

AI research has nearly quadrupled (2.2% to 8.7%) and social media as a source of inspiration has risen by around seven points (15% to 23%). Against that, the fundamentals have held firm – snow reliability, trust and value remain the deciding factors, exactly as they were a year ago.

Other findings from the survey:

France remains the runaway favourite destination (37%), with Italy (19%) now narrowly ahead of Austria (15%).
Intermediates are the heart of the market: 46% describe themselves as intermediate and 32% as advanced.
Skiing is sociable: 37% travel with family, 31% as a couple and 28% with friends.
A smooth journey beats the lowest price: the convenience of a local airport (56%) and speed to resort (54%) both rank above “whatever is cheapest” (49%).
Green credentials remain a “nice-to-have” rather than a dealbreaker, consistent with last year: only 4.5% will book solely environmentally committed hotels.

Reflecting on the trends emerging from the 2026 results, Managing Director Simon McIntyre said: “After 27 years of sending skiers to the mountains, we can see the shifts clearly. AI is changing how people research a holiday, and we’re fully embracing that – but the data is just as clear that skiers still come to trusted experts when it counts. What hasn’t changed is what matters most: reliable snow, a company you trust and the flexibility to book the trip that suits you. That’s exactly where our award-winning service is focused.”

The survey was undertaken in May 2026 with 992 respondents.