Survey reveals Aussies ski travel habits

Press Release. Research commissioned by Club Med shows demand for hitting the slopes is strong, with 67 per cent of Australians wanting to go to a ski resort in the future.

Whilst one-in-six of those respondents would choose a ski holiday in Australia, more than 80 per cent want to ski overseas. The destinations on Australia’s bucket list?  Japan, America and France.

Club Med also separately surveyed their own customers, with 93 per cent of those preferring an overseas snow holiday to one in Australia.

The research reveals that a third of Aussies prefer having fun in the snow than fun in the sun. This is even more prominent amongst frequent travellers with two-in-five preferring snow holidays to summer escapes. And for 18-34 year-olds, the love affair with summer may truly be over with 50 per cent of those respondents choosing the slopes over the beach.

According to the research, a pre-organised trip is most likely to convert non-skiers to go skiing in the future, with the main motivator to book being the chance to learn the art of carving up the slopes. In fact, one-third of 18-34 year-olds want to learn to ski at a snow resort, preferring the convenience of having access to resort facilities, its staff and ski instructors throughout their stay.

More and more, snowy mountains are appealing to non-skiers. The research found that a third of Aussies would like to go to the snow and not ski – favouring other snowy adventures, which can include Aprés Ski dining, yoga, or even cultural discoveries like visiting local villages and landmarks from France to Japan, as offered at Club Med resorts.

It’s not all smooth slopes, though. Australia is an impatient nation, listing poor snow conditions and waiting in line for ski lifts as their top pain points, closely followed by the frustration of queuing for ski equipment.

When choosing a ski destination, value for money and all-inclusive packages are the top two factors impacting decisions.

Almost sixty per cent would rather save where they can to ensure the best deals when booking a ski trip and would rather not have to worry about a thing when they arrive at a ski resort – they’d prefer their airport transfers, accommodation, meals, ski hire and lessons to be taken care of from the moment they land. 

Club Med Survey Results (facilitated by YouGov), May 2017

Sample set of 1100+ Australians, 18+

  • 67% of Aussies would like to go to a ski resort in future
    • More than 80% of those want to ski overseas
  • 83% of Aussie skiers want to ski overseas
  • 51% of Australians have been on a ski holiday in the past
  • A third of Australians prefer having fun in the snow than in a warm destination
    • 50% of 18-34 year-olds prefer having fun in the snow than in a warm destination
  • Aussies want value for money (58%), convenience (39%) and fun activities (38%) included when choosing their ski holiday destination
  • Australian skiers are impatient – the one thing they hate as much as poor snow conditions on ski holidays is waiting in line
  • Pre-organised trips are preferred, being the most likely to convert non-skiing Australians to go skiing in the future
  • One-third of 18-34 year-olds want to learn to ski at a snow resort
  • A third of Australians would like to go to the snow, but not to ski
  • Five-in-six Australians are tired of skiing in Australia
  • Australian skiers are interested in next travelling overseas to America/Canada, Japan and Europe

Club Med Customer Survey Results, May 2017

Sample set of 700+ Australian Club Med customers, 18+

  • 98% of Club Med customers would first look for value for money when booking a snow holiday
  • Over 80% of existing Club Med sun customers choose to holiday with Club Med due to the all-inclusive package offering
  • 93% of Club Med’s sun customers would prefer an overseas snow holiday to one in Australia
  • Over 50% of Club Med sun customers would prefer an all-inclusive holiday package when choosing booking a snow holiday
  • Over 50% of Club Med snow customers visited a snow resort in Japan
  • Over 76% of Club Med skiers choose Club Med due to the convenience of the all-inclusive package

Madeleine Clow-Suares, General Manager of Club Med ANZ, said the interest in Japan ski confirms Club Med’s decision to launch their second snow resort in Japan: “Club Med has seen a progression of 170 per cent in travellers to ski resorts in Asia Pacific in the past five years.  We are thrilled to be the only ones offering a unique snow experience that combines quality instruction, powder Hokkaido snow, Kids Clubs and our unique all-inclusive offer.  Club Med Tomamu will open its doors in December 2017.” 


  1. Having just done a week at Club Med Val Thorens, I cannot wait to go back and do another week at Club Med! Such a great experience – knowing you’ve got your accommodation/lift tickets/lessons/ski hire/food/booze all paid for means no nasty surprises and a great week. I think I learned a lot from this trip and having someone to show me around the mountain for the entire time was fantastic. 10/10 do recommend 😀

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