The operator carried out a survey of UK consumers as part of The Changing Landscape of the Ski Market report.
France was voted as the top ski destination at 28% followed by nearby Austria (24%) and Switzerland (18%). Club Med said it has seen a 12% year-on-year increase in sales to French ski resorts this season – helped by a new property in Les Arcs.
The report also examined how British clients choose their ski destinations with a resort’s altitude and snowfall levels becoming increasingly important considerations.
More than one-third of ski customers look back at resorts’ snowfall records during previous seasons before booking their trips, while 75% deem a resort’s snowfall record as being “very important” or “essential” when making their choice.
Resorts based at a higher altitude are also becoming more important, with 27% of consumers saying that they will choose a higher-altitude resort this year to try to ensure good snow conditions.
Club Med said this trend was reflected in its own bookings with growth of more than 10% for higher altitude resorts such as Val Thorens, Tignes and Cervinia.
Estelle Giraudeau, managing director, Club Med UK and Northern Europe, said: “Club Med continues to see strong year-on-year growth. We attracted 1.34 million clients last year, up 6.6% year-on-year and the strongest rise since 2000.
“Amazing snowfall in the winter 2017-2018 season contributed to this, particularly in the UK market, where winter bookings increased upwards of 30%.
“The ski market is an important part of our business and we have ambitious expansion here. In December this year we opened a new mountain resort located in the French Alps, Les Arcs Panorama - so far, this new ski resort is among the season’s bestsellers.”
Club Med has also announced plans for five new ski properties over the next three years including a new resort in Alpe d’Huez, due to open in December 2019, followed by Grand Massif Samoens Morillon Chalets in January 2020 and a new hotel in La Rosiere in late 2020.
The operator is also planning to open a mountain property in Quebec Charlevoix in Canada in December 2020 as well as Thaiwoo in the Beijing 2022 Winter Olympics Games Centre in 2021.
“Over the course of the next three years, as well as new European openings such as La Rosiere, we are also set to refurbish a selection of our existing European resorts, including our iconic Alpe d’Huez for next winter,” added Giraudeau.
Club Med will open bookings for the 2019-2020 winter season on January 23.
