Skipedia is a blog full of fresh ideas about social media and snowsports.

We offer online marketing & PR consultancy for the ski and travel industry.

14 Takeaways from the Ski Club of Great Britain Industry Report 2014

14 Takeaways from the Ski Club of Great Britain Industry Report 2014

Phones are getting bigger, movies are getting longer, but ski industry reports are getting smaller. Last week, Crystal Holidays released their annual Ski Industry Report – it totalled just 8 pages and took five minutes to cover.  In contrast, their 2013 report was 23 pages long and included significantly more analysis....
Crystal Ski Take Digital Customer Service to a New Level

Crystal Ski Take Digital Customer Service to a New Level

The Crystal Ski Industry Report today was less about the state of the market and more about their own digital innovations. Market size down 3.6% Perhaps it was the right decision not to focus on a market that was estimated to have fallen another 3.6% since 2012/13. Simon Cross, President...
Are Neilson being modest about their ski numbers?

Are Neilson being modest about their ski numbers?

TTG Digital recently carried a revealing interview with Richard Bowen-Doyle, chairman of Neilson Active Holidays since  their management buy-out from Thomas Cook last year.   More guests in winter, more profit in summer Among the interesting stats revealed include: The turnover is £75 million to £80 million They carry 40,000 passengers...
The Top 40 Ski Resorts on Facebook (Relatively)

The Top 40 Ski Resorts on Facebook (Relatively)

We have previously looked on Skipedia at which ski resorts in France, Austria and Italy and across Europe have the most Facebook fans. But how useful are absolute figures? Surely you would expect a resort with more visitors to have more Facebook fans? We thought we’d look more closely at the figures...
How well is the ski industry optimising for mobile?

How well is the ski industry optimising for mobile?

Last night I spoke at Brighton Social Media, looking at ‘How is the ski industry optimising for mobile?’ My presentation, which is available on Slideshare, and has been embedded below, took a look at the rapid increase in smartphone use in the UK, and its implications for businesses (as outlined...
12 Stats about Smartphone Use in the Travel Industry

12 Stats about Smartphone Use in the Travel Industry

We are currently researching for a presentation next week at Brighton Social Media on ‘How is the ski industry optimising for mobile?’ We’ll post our conclusions after the presentation, but for now here are twelve stats about smartphone use and the travel industry: Twelve stats about smartphone use and the...
21 Snowsports Retail Sales Facts from the SIA 2013/14 Report

21 Snowsports Retail Sales Facts from the SIA 2013/14 Report

Last week the SIA (Snow Sports Industries of America) released their report on the 2013/14 season, looking at how the retail market has performed. The key standout messages were: A new record revenue of $3.6bn was acheived Overall sales were up 7% Accessory sales were the biggest success area up...
19 Social Media and Digital Facts about Val Thorens

19 Social Media and Digital Facts about Val Thorens

Val Thorens has had a remarkable year, winning a number of awards, most significantly ‘Ski Resort of the Year’ at the World Ski Awards. When we interviewed Gregory Guzzo  director of the tourist office in December 2012 about their rebrand to ‘Val Thorens United’ it was evident that this was...
How MountainBase hit PR goldmine with promise to refund term time fines...

How MountainBase hit PR goldmine with promise to refund term time fines…

Marketing – sometimes the best ideas sink like a stone, sometimes they soar like a bird. In the last 24 hours MountainBase has transformed itself from a modest one chalet operator in Morzine to front page news, with press coverage worth tens of thousands of pounds. So, how did they...
Five winners from Channel 4's 'The Jump'

Five winners from Channel 4’s ‘The Jump’

If you are UK-based, then you probably watched (or have at least heard of) the Alpine-themed TV show’The Jump’, recently broadcast on Channel 4. Okay, so it’s not likely to win any BAFTAs, but for its genre – and for snowsports fans – it was decent entertainment. Watching C-list celebrities...
How Tignes became sexy...

How Tignes became sexy…

We have noted before on Skipedia how sex sells, even in the snowports industry. Sex sells snow too… From the good old days of adverts for cigarettes to Oslo Vinterpark’s cheeky approach to marketing, sex has been a regular theme. But no one has outdone Tignes with their impressive and audacious...
K2 accused of using sex to sell ski boots

K2 accused of using sex to sell ski boots

K2 have been accused of resorting to sexist imagery to sell their ski boots. We feel its only fair to reproduce their ad, purely so you can make up your own mind about this gratuitous sexism: It appears creators of the K2 Pinnacle 130 ski boot have no shame, as they...
The 100 Rouble Olympic Snowboarder (now available on ebay)

The 100 Rouble Olympic Snowboarder (now available on ebay)

To celebrate the impending Sochi 2014 Winter Olympics, Russia has minted a new 100 Rouble note with a snowboarder design. A mere 100,000 have been printed, with the snowboarder image on one site and the main stadium of the Games on the other side. Available on ebay If you can’t...
6 Ways To Grow The Snowsports Market

6 Ways To Grow The Snowsports Market

  The final session of the LISTEX 2013 forum was ‘Growing the Market’.   Iain Martin from Skipedia moderated a distinguished panel which included James Cove, Owner – PlanetSKI Tim Fawke, CEO – Snowsports England Gordon Ritter, Purchasing Director – Crystal Ski & Thompson Ski Dom Killinger, Publisher – InTheSnow Vicky...
Snowskool's great ski infographic gets the formula right

Snowskool’s great ski infographic gets the formula right

We all know infographics can be effective ways of generating inbound links, social shares and attention for your brand, but they are notoriously hard to get right. Great ideas in the meeting room often fail to translate to that super-viral piece of content you were looking for. Snowskool get it...
Crystal Ski Industry Report shows growth in market for first time in five years

Crystal Ski Industry Report shows growth in market for first time in five years

Crystal Ski today released their annual ‘Ski Industry Report’ with positive news that the overall size of the market has grown for the first time in five years.    Helped by ‘good snow at the right time’ growth was modest at 1%, however Simon Cross from Crystal Ski claimed that...
A Ski Resort Rebrand Case Study: Val Thorens United

A Ski Resort Rebrand Case Study: Val Thorens United

Last week Skipedia met with Gregory Guzzo, director of the Val Thorens Tourist Office to discuss the process and rationale behind their recent rebrand to ‘Val Thorens United’. Skipedia: What were the reasons for this change? Gregory Guzzo:  The ski market is approaching maturity.  Competition within travel, particularly on the...
Have Les Arcs made the worst ski resort ad ever?

Have Les Arcs made the worst ski resort ad ever?

Sometimes we see ads that impress us (like this easyJet ad).  Sometimes we see ads that don’t (this Three Valleys ad or this from Les Menuires). But rarely have we ever seen any promotion in the world of snowsports quite as bizarre as this from Les Arcs. Even without the inevitable thoughts...
Why do chalet girls bake a cake every day?

Why do chalet girls bake a cake every day?

Okay, not strictly anything to do with marketing, but just for fun… So why do chalet girls bake a cake every day? As far as I know chalets have always left out a cake for their guests to tuck into for ‘afternoon tea’. After a long day on the slopes,...
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12 Things We Learned At The ABTOF French Ski Launch 2014

12 Things We Learned At The ABTOF French Ski Launch 2014

Journalists, tour operators and resorts gathered in London today for the annual ABTOF and AtoutFrance ski conference – the official French ski launch for this winter season. Here’s some quick snippets that we picked up from the day:   Ski Famille won the ABTOF award for Best Innovation – for their absolutely brilliant idea (although...
Is skiing hard, dangerous, fun or easy?

Is skiing hard, dangerous, fun or easy?

Google can give an interesting insight into the mind of the public. We have looked at this before on Skipedia when we considered how Google auto-complete could tell us about the industry. This is a more prosaic example… What is skiing? Dear Google user – don’t panic!  We reckon the answers are ‘maybe at first’, ‘not...
Great Use of Drones in Ski Resorts by New Zealand Tourism

Great Use of Drones in Ski Resorts by New Zealand Tourism

Earlier this week, New Zealand Tourism introduced #nzdronie – as far as we know, the first tourism organisation to use drones to promote their destination. According to the video below, their drone will be appearing at different ski resorts in the South Island, offering holidaymakers the chance to let the drone take a unique video...
The 'Belle de Neige' chalet girl book: Reaching those unreachable places...

The ‘Belle de Neige’ chalet girl book: Reaching those unreachable places…

We recently managed to read ‘Belle de Neige’ – the funny, shocking, moving and at times horrifying exploits of one real-life season worker in an unnamed ski resort (that sounds a lot like Courchevel). A book for season workers It’s listed on Amazon as ‘women’s fiction’, but what they really need is a category for ‘ski...
France Montagnes make the most of Le Tour de France

France Montagnes make the most of Le Tour de France

This weekend the 2014 Tour de France hit the Alps. Although some of the famous Alpine climbs, such as Alpe d’Huez, the Galibier and the Col de Madelaine didn’t feature this year, the less well known ski resorts of Risoul and Chamrousse both hosted stage finishes. A win for France Montagnes France Montagnes – responsible...
The organisation and the video the British snowsports market needs...

The organisation and the video the British snowsports market needs…

It seems that each time the snowsports industry gathers at LISTEX or other similar forums, we end up at the same conclusion. We need one, unified body, to lead the industry forward. And the key goal should be aimed at bringing lapsed skiers and snowboarders back into the market. The SIA does this in the States...