SCGB CONSUMER RESEARCH SURVEY 2020
As the UK’s largest single community of skiers, the Ski Club of Great Britain’s annual Consumer Research Survey – and resulting Industry Awards – is integral to gauging Britain’s engagement with the ski world, and keeping providers performing to the best of their abilities
The eighth SCGB Consumer Research Survey generated responses from more than 19,000 skiers. An exhaustive study, it represents the largest piece of snowsports research in the UK.
The headline finding of this year’s survey reveals the optimism of many British skiers for the winter ahead, with 95 per cent of respondents saying they would go skiing next season. Of the remaining five per cent, four per cent claimed they would book the following year instead.
The Survey further revealed 70 per cent of respondents went skiing last winter, of whom nearly a quarter (24 per cent) had their holidays disrupted by Covid-19.
Happily, with 69 per cent of those interviewed saying they were not affected financially by the pandemic, there’s further cause for optimism that skiers will return to the slopes if and when possible.
The research also confirms that, as in previous years, France is the most popular ski destination for Ski Club Members, with 40 per cent of respondents saying they had visited a French ski resort last winter. This was followed by Austria (19 per cent), Italy (11 per cent), Switzerland (five per cent) and Canada (four per cent).