PHOTO: © 2020 Grekov’s/Shutterstock
Skiers demand value for money when searching for a ski holiday, with careful consideration of lift pass prices, costs in resort and how to travel inexpensively, it has been revealed in Iglu Ski’s latest – and biggest ever – survey.
In their third annual end-of-season customer survey, which was conducted in collaboration with winter sports retailer Ellis Brigham, they discovered that 37% of respondents said the choice of resort was dictated by the cost of the lift pass (up from 31% last year).
They also found 60% said value for money influences the choice of resort and 46% said the method of transport chosen is the cheapest way of travelling, above all else. They also found that 68% said value for money was more important than choice, convenience or any other factor when choosing how to book.
The research also revealed that skiers remain keen to ensure they ski each season (with 43% saying they ski two or more times per season), but value for money is vital. This means not only looking for a good value, perhaps a lesser-known resort, or one slightly lower than the 2,000m+ high resorts, but also checking lift pass prices and looking for free or reduced-price passes.
Other key points of interest Iglu Ski found were that groups prefer to book online (60%) – even large groups and multi-generation groups are researching and confirming their ski holidays online – at a time of day to suit them, and with the ability to confirm extras online at the same time as making the main holiday booking, something which is available via igluski.com. Overall 68% said they prefer to book online.
A high number of runs was found to make a resort popular (58%), with skiers ambitious to have plenty of varied terrain to ski in for their week-long holiday, in either a larger ski resort, or linked resorts, with slopes to suit all abilities.
Early booking is also favourable (31%) with the idea of waiting for late availability less desirable than getting ahead, taking advantage of an early-booking incentive and confirming the exact flight and accommodation which is preferred.
When choosing accommodation, location is more important than anything else (54%) with skiers keen to either be in a ski-in/ski-out location, and/or close to the resort centre.
The importance of trust in a brand is the dominating factor when booking online, over ease of booking and range of holidays (77%).
Reflecting on the trends emerging from the 2025 results, Managing Director Simon McIntyre said: “It’s interesting to witness the changes in customer sentiment as each season passes. Given economic pressures, particularly on families of late, we’re not surprised that value for money is the stand-out tenet of this new research. We’re pleased to be able to offer excellent value, for all skiers, and assist those looking to find a cheaper resort, a lift pass offer or a good value, all-inclusive holiday. All in all, we’re pleased to be able to pivot to meet our customer needs with ease, and we look forward to another strong season to come.”
The survey was undertaken in May 2025 with 322 respondents.
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