While at the ABTOF Wintersports Session earlier this week, we saw this fascinating word cloud, collated from data in the Spike Marketing Ski Base survey,

It shows the words used when giving reasons for not taking a ski holiday, with those mentioned most often appearing largest.  The impact of growing families are very clear and possibly suggests the lack of new younger entrants into the market.

The Spike Ski Base survey also includes the following analysis of reasons given for not taking a skiing holiday.  Economic uncertainty and cost accounted for 35% of the reasons given.

By Iain Martin