Low-cost options

Agents agreed that clients now perceive skiing to be more accessible than it once was, thanks in part to low-cost flights and the emergence of alternative, more affordable resorts in Europe.

However, Advantage’s Sullivan warned that convincing younger people to try a ski holiday for the first time remained a challenge.

“Club Med’s recent report [Today’s Snow Hunters: 2016-17] showed that almost half of those considering taking their first ski holiday are aged 45 or over, and a quarter are 55 or over. Younger holidaymakers are not coming skiing as much.”

Children who try skiing with their parents don’t always continue when they are old enough to book their own holidays, he said. “When they grow up, they might go to Ibiza instead – it’s a very different price point.”

The more complex nature of ski holidays means it is a sector in which a knowledgeable agent can add value, much like cruise, the group agreed.

Yann Richard underlined Club Med’s commitment to working with agents, stating that they already accounted for 50% of Club Med’s UK ski sales, which he’d like to increase further.

“We know we have a lack of brand awareness in the UK trade,” Richard admitted. “But by hosting the Advantage conference next May [at Club Med Opio in Provence] and hosting other trade events, we can help agents to experience the product. I can show you lots of videos but it’s only by visiting that you can understand the concept.”

Agents noted a similar challenge in communicating the unique nature of the brand to their clients. “There are so many things that you can’t put into a brochure; it’s hard to really convey what Club Med is all about,” said David Froom of If You Ski.

“Club Med should shout more about the quality and choice of food at its resorts too,” suggested Nick Marks. “With which other operator can you go skiing and get oysters?”

Agents agreed a new “How much” app on the Club Med website, which enables clients to price-compare their DIY ski holiday costs with a Club Med holiday, was helpful in conveying to clients that once transfers, meals, alcohol, lift passes and ski lessons are factored in, Club Med often comes out cheaper.

However, Jackie Steadman, owner of TravelTime World, emphasised the importance of selling Club Med to the right sort of client.

“If they’ve been with Crystal Ski, they might not be prepared for the level of quality and elegance of Club Med – and buffet dining for every meal isn’t everyone’s cup of tea,” she said.

Call for flexibility

^{Advantage members and board directors discuss trends and challenges in the ski sector}

Agents praised Richard and his team for the strides Club Med has made in the past two years in terms of supporting the trade. But the ease with which short ski breaks can be booked by UK agents was highlighted as a bugbear.

“If clients want to do a Wednesday to Sunday, then Club Med is out,” said Wassell.

Richard said a limited number of three- and four-night breaks are available each season but admitted these tend to sell out quickly.

Apex Travel owner Tim Brookes-Parry also called for charter flights from Manchester to be reinstated after they were cancelled for the 2016-17 season. He said the alternative – scheduled flights – did not include free ski carriage.

All of the agents on the Advantage trip had skiing experience, which enabled them to sell ski holidays effectively. But they agreed that what holds other agents back, even within their own teams, is a lack of product knowledge.
“In years gone by, there used to be lots more ski roadshows and fam trips for total beginners, but there’s less of that now,” said Steadman.

“Plus, all the jargon, and special clothing, and the idea that perhaps you need to be very sporty can put agents off wanting to have a go when an invite does come around.”

Agents who have never tried to ski are unlikely to be able to sell it, Sullivan warned.

“They might be OK selling to someone who has never skied before, but to sell to someone with ski experience would be nigh on impossible,” he said.

Ski operators working more closely together would be the best way to better educate agents, and to grow the ski market overall, he added.

“The unique thing about the cruise industry is that they come together as Clia and work with their competitors to grow the market and support the trade. Ski should be a prime sector for a similar approach.”