Operators and agents report good sales for Europe, but with clients more cost-conscious, spiralling prices and the Donald Trump factor have hit demand for the US.

Skiworld sales and marketing director Diane Palumbo said that while there had “definitely” been an Olympics uptick, the season had been going well before the games began.

“Because of the way Christmas and new year fell, they sold really well,” she said. “The first few weeks of January were a bit slower until we got the next snow – there are epic quantities and the market is really responding, people are happier not going to the higher resorts.

"Easter is early this year and next, and that’s led to strong early bookings.”

'So much snow'

Recent reports of avalanche deaths have not been a deterrent either, with specialists agreeing their clients were unlikely to be venturing off piste.

Vicky Mclean, Ski Independence marketing manager, said the avalanche risk wasn't a concern. “There's been so much snow, but our kind of customers are unlikely to get anywhere near that situation."

She continued: “European holidays are doing really well. The US is challenging. It’s the same for everyone. It’s had a light snow season, and there’s the geopolitics. Canada has a huge boost as a result. It’s not our biggest-selling season, but the trade is doing great for us.”

Iain Seedhouse, Neilson chief finance officer, was also positive. “Snow plays a big part, and it’s falling plentifully,” he said.

“Demand is coming through, but continues to be very late – we've had three years where snow has been patchy across our resorts. The Olympics certainly brings it to the forefront – it’s piquing interest. People are willing to spend on what they perceive as good value.”

US pricing 'mad'

Helen Furlong, a Your Co-op Personal Travel Agent and ski specialist, highlighted the abundant snow but uneven sales patterns. “We’re not getting new-to-ski like we used to,” she said. “Whether the Olympics will tempt people, I don’t know. I don’t know whether it’s a sign of the economic times, with skiing being a second holiday.

"We do a lot of Italy, and Austria is back up, but France, not so much – maybe prices are higher. We sell quite a lot of higher-end Austrian hotels, which suggests it’s a little bit more than just the skiing.”

She added there was “nothing happening” with the US. “The prices are madness and there’s trepidation about the US full stop," she said. Palumbo added lift pass costs in North America, particularly the US were off-putting. “If you don’t pre-package it, it’s huge.”

Value critical

Around six weeks of the season remain, with late bookings to be had. “Skiers are price sensitive and are booking everything ahead to spread the cost," Palumbo warned. "That didn’t use to happen in volume, but it is now.”

Marcus Blunt, co-founder of OTA Heidi.com, also noticed a value trend, with growth in self-catering, all-inclusive and half board. Blunt said sales were “really positive”, with “outstanding snow”.

“We can definitely see the Winter Olympics effect, primarily for next season, but also for last-minute bookers,” he said. “We expect it to continue because the snow is so good and we have the early Easter.”

More flexibility needed

Heidi’s destinations and flexible durations – average length of stay is four and half nights - means 10% of clients are first-timers. “The barriers to entry from us are lower, you can go without committing to a whole week,” he said, adding this had contributed to a spike in solo travellers.

Not having these flexible durations to sell is a bane for Fred Olsen Travel branch manager and ski specialist Bettina McCue. “Short breaks are really popular, but we don’t have the flexibility with operators that offer ski, we need more,” she said. “I’ve been saying this to easyJet holidays.”

McCue feels this would attract more beginners. “If people can go for a long weekend, it’s more affordable and the fitness needed is more manageable."

The sector often struggles to attract new clients, but hopefully good snow, the Olympics and, if McCue gets her wish, more flexibility, may yet win new devotees.