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.

La Tania launch new logo

La Tania launch new logo

Last week La Tania launched their new logo – the first since the resort opened almost 25 years ago.   Bear’s Dwelling ‘La Tagna’ originally meant ‘bear’s dwelling’ and the new logo refers to this (although it has also been described on Twitter as like ‘looking through a tunnel to an odd-shaped mountain...
Five Nuggets of Snowsports Marketing We Noticed This Week

Five Nuggets of Snowsports Marketing We Noticed This Week

We find them so you don’t have to.  Here are five nuggets of snowsports marketing we’ve seen recently… 1. Why Serre Chevalier should make shorter videos This cute video was published by Serre Chevalier this week. It starts with a spoof of Serre Che employees mucking around: pisteurs dynamite a...
Airbnb turn Courchevel cable car into chalet for night

Airbnb turn Courchevel cable car into chalet for night

Only last month we noted on Skipedia how Airbnb were targeting French ski resorts, with a goal of having 10,000 listings by the end of the season. Spectacular guerrilla marketing This week however Airbnb have pulled off one of the most spectacular pieces of guerrilla marketing in a ski resort...
Airbnb Targets 10,000 Listings in Ski Resorts

Airbnb Targets 10,000 Listings in Ski Resorts

The London Ski Show has generally seen fewer destinations and tour operators exhibiting in recent years, but one notable new arrival in 2014 was Airbnb – ‘travel’s most fascinating company’.   Over 1 million listings worldwide The company was founded in the summer of 2008 and is now valued at...
What were the Top 10 Posts on Skipedia in 2014?

What were the Top 10 Posts on Skipedia in 2014?

During 2014, we published 60 posts on Skipedia, covering brands as diverse as Lidl and HSBC, destinations from Flaine to Denmark and tour operators from Crystal to AliKats. But which were our most read blog posts?  Here’s our top ten – in reverse order – from 2014: 10. Mountain Base hit...
YouGov reveals Snowboarders read the Financial Times and drive Audis

YouGov reveals Snowboarders read the Financial Times and drive Audis

You may recently have read about the YouGov Profiler – launched at the Festival of Marketing last month. It is a database tool built from surveys of almost 200,000 people and shows you the habits, likes and characteristics of anyone who might like a certain person, brand or hobby. We...
The Alternative Snow Awards

The Alternative Snow Awards

Last week the London Ski and Snowboard Show was held at Earls Court. Normally we’d write up a ’23 Snippets from the Ski Show’ type of post, but in the wake of the World Snow Awards we thought we’d announce our own award winners, based on our observations last week....
'I'm a modern-day Batman' says anti-ESF campaigner

‘I’m a modern-day Batman’ says anti-ESF campaigner

These are difficult days for the ESF in the UK. The current legal cases against Simon Butler and Le Ski have stirred up plenty of negative sentiment within the British market against the ESF. Both cases – which deal with different aspects of the law – are currently at different...
38 Soundbites from the LISTEX 2014 Ski Forum

38 Soundbites from the LISTEX 2014 Ski Forum

Skipedia attended this week’s London International Ski Trade Exchange forum, moderating and presenting at several sessions. There was such a huge amount covered over the two days, it’s impossible to do justice to it all, but here’s a taster of what was under discussion: Ski 2 The Moon There were...
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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UK Snowsports Market Twice As Large As Thought?

UK Snowsports Market Twice As Large As Thought?

New research from ABTA has suggested that the UK ski market is actually twice as large as previously thought. The main sources for estimates of the size of the UK snowsports market in recent years has been the Crystal Ski Industry Report and the Ski Club of Great Britain report. The ABTA numbers refer to...
23 Takeaways from Searchmetrics SEO Ranking Factors report

23 Takeaways from Searchmetrics SEO Ranking Factors report

Searchmetrics recently released their annual SEO Ranking Factors & Rank Correlations white paper.   You can download the entire document here, but if you’re pressed for time here, here’s 23 takeaways to get you thinking… Content High quality, relevant content is increasingly the focus of search Content is no longer an addition to, but is the...
Crystal Ski Deliver On Digital Promise

Crystal Ski Deliver On Digital Promise

Back in September we reported on Crystal Ski’s plans to take digital customer service to a new level.   Impressive and ambitious, but realistic? At the time, we were impressed, but dubious about how realistic some of their plans were. Crystal revealed that all 700 overseas employees would be equipped with iPads, each featuring bespoke...
You can't buy happiness, but you can buy a ski holiday.

You can’t buy happiness, but you can buy a ski holiday.

If there was ever a single body for promoting the snowsports industry – an idea that gets discussed at every LISTEX – we think this would make a great ad…     Photo courtesy Erna Low
'Out with the old, in with the new': Ski Boot Fit at Profeet

‘Out with the old, in with the new': Ski Boot Fit at Profeet

I’ve known Profeet – either via Natives or Skipedia – since they were founded by Hamish Wolfenden in 2001. While I’ve tried out their Run Lab several times, it was only last month that I first experienced the ski boot fit service. I can’t believe I waited so long! Vintage 1997 ski boots I worked my lastski season...
New French/English 'Ski Instructor' Phrasebook

New French/English ‘Ski Instructor’ Phrasebook

When we first read about the new ‘Passe-Partout’ English/French phrasebook for ski resort professionals, we did wonder if someone was having a cheeky joke. The last few seasons have seen two British/French legal actions, with Le Ski’s ‘ski hosting’ case and Simon Butler‘s still going through the appeal process. Time for an entente? So maybe...