We always find the regular industry reports led by the Mountain Trade Network interesting.

The latest report was released earlier this month, including data that suggests some consistent and some new trends in the industry.  The data in this report was based on skiers’ activity from last winter season (2024/25).

Skiers are booking earlier

The report shows that 41% of skiers and snowboarders booked their holidays at least six months in advance. This is an increase from 32% in 2022/23 and may be driven by heavily discounted early booking offers.

It also shows that the ‘late’ market – those who book within one month of travel – represents only 10% of holidays booked.

France remains the most popular destination

Over half of British skiers took ski trips to France in winter 2024/25.  Austria remains second on that list, with Italy third and Switzerland a distant fourth.

More Brits travel in January

While comparing seasons can be difficult, due to different dates for Easter each year, the report suggests that in 2024/25, British skiers and snowboarders were most likely to take their holidays in January and March.

The percentages below cover any trips taken, so add up to more than 100:

December – 37%
January – 52%
February – 39%
March – 45%
April – 18%

Only a tiny percentage travel by train

It was very disappointing to see that only 2% of British skiers travel by train, with the vast majority (77%) continuing to fly.

Many readers will be aware that up to 80% of the carbon cost of a ski holiday is generated by the flight. This can be reduced significantly by travelling by train. For more information on this, please see the Ski Flight Free website.

Skiers > Snowboarders

In a far cry from predictions in the 1990s (which suggested the market was heading to a 50/50 split), almost 9 in 10 British holidaymakers are skiers, with 17% snowboarding (meaning that around one in ten try both disciplines)

Bigger is better

The most important factor influencing skiers and snowboarders is the size of the ski area, followed by price and the altitude of the resort. The State of the Snowsports Market survey is sent to consumers subscribed to retailer Snow + Rock, members and subscribers of the Ski Club of Great Britain and subscribers of the London Snow Show as well as MTN’s own consumer database built since 2