Passionate and driven, ski travelers represent an attractive and lucrative traveler segment. For many, a desire to hit the slopes is an important travel motivator that drives their leisure travel decisions. Skiers spend more, purchase further in advance and use digital sources extensively when shopping for and booking ski travel.
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Passion for Powder: Understanding the U.S. Ski Traveler
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Phocuswright's U.S. Skier and Ski Traveler Report provides a comprehensive view of U.S. skiers and ski travelers, including insight into ski travel decisions, information sources, the role of mobile devices and tablets, and much more. Based on an online survey of more than 1,600 U.S. adult skiers, the report highlights key factors that drove ski travel decisions in 2012 and reveals fundamental indicators for understanding trends in 2013.
Key topics include:
Purchase Phocuswright's U.S. Skier and Ski Traveler Report to understand and effectively target travelers in the high-spend ski segment.
- General ski traveler behavior, including incidence of travel, trip frequency and duration and travel spend
- Travel component purchase incidence, with detailed analysis of air and lodging spend, and types of accommodations used
- Websites used in various stages of online travel planning - destination selection, shopping, purchasing and sharing
- Ski trip motivation and information sources used in destination research
- Traveler shopping behavior, including types of websites used, online and offline sources of information, and online features used during travel shopping
- Ski travelers' use of social media and mobile during the search phase through trip completion
- Introduction and Overview
- Key Findings
- Key Terms and Definitions
- Skiers and Ski Travelers: Who Are They?
- Age and Gender
- Skiing vs. Snowboarding
- Ski Travelers vs. Day Skiers
- East vs. West
- Digital Adoption
- Ski Behavior
- Ski Trip Frequency and Travel Party Composition
- Attitudes and Abilities
- The Ski+Snowboarder Set
- Intentions and Outlook
- Focus on Ski Travelers
- Trip Duration, Accommodation and Spend
- Destination Selection
- Shopping & Booking
- Day Skiers
- Lift Ticket Booking Window
- Lift Ticket Purchase Methods
- Social and Mobile
- Skiers Are Social
- Use of Mobile Services
- Platinum Sponsors
To achieve the fundamental objectives, Phocuswright engaged Leisure Trends Group in February 2013 to conduct an online consumer survey of 1,611 U.S. adult skiers. The panel consisted of adults at least 18 years old who had skied or snowboarded at least twice within the last 12 months, and who had a role in planning a ski or snowboarding trip (either a day trip or overnight trip). The 12-month time frame provided a full-year view that spanned two ski seasons.
Within this group of U.S. adult skiers, Phocuswright identified a key subset of ski travelers: 785 adult skiers who had stayed in paid overnight accommodation at least once in the past two years specifically for a ski trip. These ski travelers were further segmented geographically to examine regional differences. Ski travelers residing in the Northeast, Southeast and Midwest were categorized as East ski travelers (393), while those residing on the West Coast or in the Mountain and Central Plains states were categorized as West ski travelers (392). The remainder of the sample consisted of day skiers: skiers who did not stay in paid overnight accommodation for a ski or snowboarding trip within the past two years. A total of 620 day skiers were identified from the broad sample, and this group is diverse in terms of demographics, ski behavior and attitudes towards their ski trips.
Occasionally, this report compares and contrasts the demographics, behavior and attitudes of adult skiers (or their various subsets) with those of general U.S. travelers. For comparison purposes, U.S. travelers are adults 18 years or older who have either stayed in paid overnight accommodation or flown by commercial air for leisure or personal purposes at least 75 miles from home over the past year. Where applicable, U.S. traveler figures and trends have been taken from Phocuswright's U.S. Consumer Travel Report Fifth Edition (April 2013).
Leisure Trends Group's Most Active Americans Panel (MAAP)
Leisure Trends Group's Most Active Americans Panel (MAAP) is a proprietary research panel of active Americans. Leisure Trends tracks participation of panel members in over 77 different activities. Panelists range from the hardcore enthusiast to the occasional participant in any number of activities, but they tend to be more frequent participants in their activities compared to the general population. As a group, MAAP is affluent, educated, and engaged in the products and services that they use in the activities they love. They also purchase sports, recreation, and fitness products at twice the rate of the general population.