Tourism Market Trends

According to latest figures released by the French Government Tourism Office, almost 1.2 million Britons took overseas winter breaks during the 2006/07 season — an increase of 3% over the previous year. France remains the most popular destination, with 37.1% of the total market (up 1% compared to the previous season). Despite a difficult start due to disappointing early snowfalls, the overall picture is positive for France, thanks to its market-leading line-up of high-altitude ski areas.

How We’re Booking...

The traditional ski operator still market accounts for 57.3% of the total of the stays, against 31.6% for independent travellers (up 5.6% compared to last season).

While conventional airline companies reduced their capacities by around 2%, low-cost companies increased theirs by 18% compared with the 2005/6 season, thanks to new destinations including Grenoble. On the other hand, occupancy rates for the traditional companies was actually higher than that of their low-cost competitors.

An increase of 2.3% in mountain breaks for school parties compared to the previous season looks likely to produce more young skiers, contributing to the popularity of the sport for the future.

Internet bookings are now playing an ever-increasing role, in particular for the sales of last minute and the short stays to destinations with the best quality : price offers.

More Options, Please ...

The figures highlight an increase in demand for weekends and short breaks, and generally more flexible packages, in response to low-cost flights and new short stay offers from certain ski destinations.

More and more of the tour operators are developing or expanding their range of winter luxury mountain breaks. The focus here is on quality of accommodation, with many British travellers seeking something exclusive to avoid anything with mass tourism overtones.
Allied to this is an increase in demand for mountain breaks no longer specifically focused on skiing or snowboarding. A winter holiday in the mountains, especially when the start of the winter season is delayed by the snow arriving late, can now embrace other activities, including touring, climbing and spa sessions.

A Second Home, too ...

It also seems that we just can’t get enough of the mountain experience. The latest figures also confirm an increasing British desire to purchase a mountain property, particularly in the Alps.

Meanwhile, Elswhere...

Her principal competitors, in order of importance, are Austria (with a 19% market share), Italy (13.8%), Andorra (11.1%) along with the USA and Canada (7.9%). Among France’s competitors, only Switzerland and the United States/Canada saw a rise in visitor numbers (up 1%) - a similar figure to that experienced by Slovenia, Serbia, Finland and Norway.

The European market is also witnessing the emergence of potentially important mountain destinations in Central Europe and the East, were improving domestic economies are helping to develop tourism infrastructures.

The weakness of the Dollar (coupled with assured snow conditions) is reinforcing competition from the United States and Canada. The same is true of emerging destinations like Scandinavia, South America, Russia and Alaska (the British now demand optimum snow conditions and have also developed a taste for discovering new destinations).

---

Source: Maison de la France, London — 2nd August, 2007.