A survey of UK ski industry professionals by Ski Press and Skipedia demonstrates the damaging impact of Covid-19 on the world of snowsports.
Key Points
- 64% are experiencing reduced sales for next winter
- 24% fear going out of business
- 60% have furloughed staff
- 80% are worried about future restrictions on UK passport holders
- 71% believe resorts will only open with social distancing restrictions
Background
With the 2019/20 season cut short, the pressures on UK ski professionals started in March.
We wanted to assess how British ski companies have been affected by the Covid-19 pandemic to date, and to see how they view activity for next winter.
Results Summary
- The survey shows 82% of companies suffered reduced sales due to the premature end to the 2019/20 season, with two-thirds experiencing lower than usual sales for winter 2020/21
- Almost 1 in 5 have made staff redundant and a quarter are concerned they could go out of business
- Although almost all expect ski resorts to open next winter, over 70% expect this to be with social distancing restrictions in place
Detailed Results
In what ways has your business been affected by the spread of COVID-19?
Additional comments noted the challenges and costs caused by repatriation of guests and staff, the time involved in handling and processing refunds.
How useful have you found the UK Government’s overall business support?
Two-thirds of respondents have found the support offered by the
Government useful.
Which of the following measures have you taken since the Covid-19 lockdown?
Additional measures taken by companies has included renegotiating contracts with suppliers, reducing capacity for next winter, as well as offering amended cancellation and refund policies.
Which of the following is a concern for you at the moment?
Evidently with 82% of respondents reporting reduced revenues, companies are under pressure. It is extremely concerning that almost a quarter believe there is a risk they will go out of business.
The uncertainly of whether British passport holders will be able to travel next winter was also a key concern, with 82% worried about freedom of movement across Europe. This could be compounded by Brexit, mentioned by several people as a current concern.
Other comments included the impact of reduced disposable income and the ‘impossibility of social distancing in chalets.’
Do you anticipate being able to offer ‘normal’ operations for the 2020/21 winter season?
Despite a general feeling of negativity, two-thirds of people expect that it should be ‘business as usual’ (subject to the caveats below) this winter.
Do you think ski resorts in the Alps will open for the 2020/21 winter season?
This positivity was backed up in this question, which showed that 84% expect resorts to open as usual, although most expect this will only be with social distancing in place.
If European travel is allowed before winter, how do you personally feel about the potential risk of travel?
It is perhaps unsurprising that people working in travel are keen to go travelling again – a third would be happy to travel to a resort immediately.
It’s perhaps surprising that 6% would not even consider travelling until they can be 100% certain that the trip will be ‘Covid Safe’. If that’s the case within travel, that number will be significantly higher in the broader publication.
Three in five want to be assured that ‘social distancing regulations are in place in airports, planes and resorts’ before travel.
In respect of the previous question, do you think other people will think the same as you?
While 94% of respondents are prepared to travel, 41% do not believe that the general public feels the same.
The answers to this question perhaps reflects the difference in perception of risk between travel industry professionals and consumers, and may also be affected by the lack of confidence in the market.
Notes
The research was conducted online from 24-29 April 2020. There were 87 respondents from sectors including tour operators, travel agencies, retail, brands, ski slopes and media.
Ski Press is a PR and marketing company specialising in bringing snowsports related brands to their target audience. Owner, Rob Stewart, is also editor of ‘Snow Enthusiast Magazine’.
Skipedia specialises in digital marketing for the ski industry. It is owned and run by Iain Martin, who also presents The Ski Podcast.
