Playbook for Boosting Participation in Downhill Skiing
Participation in snow sports lags dramatically behind U.S. population growth. We know some reasons why. The big question is what do we do about it?
Here are three key reasons why the numbers of annual skier visits is barely holding steady:
#1. Insufficient snow, especially in western regions. Since this isn’t addressable, let’s move on to the next three reasons.
#2. Boomers are exiting or scaling back
#3. The first time skier experience is broken
#4. Millennials aren’t entering the sport in sufficient numbers
Let’s start with what’s happening with Millennials.
I recently worked with leading vacation ownership company. I was there to develop ways to attract next generation (a.k.a. Millennials) timeshare users. The implications extend to snow sports participation.
Economic shifts, including crushing student debt, changes in household roles and technology are among the top influences on Millennials’ vacation choices. The omnipresence of digital devices among Millennials can lead to false conclusions. From appearances, Millennials prefer texting versus speaking to each other over dinners out.
Technology dependence is one influence on Millennials’ behavior
Some believe that Millennials are simply too immersed in their digital worlds to actually do anything, including skiing. That’s not true, of course.
Millennials in $50K+ households are, in fact, generating more travel and tourism dollars than any other cohort.
The world is Millennials’ oyster. They have more vacation choices than any generation in history. They can see exotic destinations, read guest reviews and book vacations with a swipe of their fingers. The snow sports industry is competing with global vacation opportunities that sit, literally, in the Millennials’ hands.
Boomers and GenX skiers are scaling back their days on snow. No doubt, some are asking their Millenial children for help booking vacations elsewhere in the world. Others, according to SIA research, can’t find the time or companions to ski with.
There are other reasons for scaling back related mostly to personal commitments. But SIA makes a point of saying this:
‘Expense’ doesn’t even make the top 15 reasons why snow sports participants lapse.
So, does this mean that skiing, or boarding, has to fit into the emerging bucket lists and budgets of global vacationers?
Lastly, the first time skiing experience is an abysmal failure. 84% for first timers never come back. Unlike parachuting, which involves expense, danger, complex logistics and provides little fitness benefits, skiing is a lifetime sport. At least, that’s my experience. But, for the emerging global vacationer, are skiing and boarding to be consigned to a check mark on their bucket lists?
If you’ve got thoughts on how ski resorts, retailers, lodging and travel partners can dramatically boost snow sports participation , please feel free to comment here or email me.
July 14th, 2015
