New Survey Reveals The
Region Is Falling In Love With Snow Holidays
Sometimes In Surprising Ways
HONG KONG, CHINA - Media OutReach - September 4, 2018 - Club Med, the Premium All-Inclusive operator and global ski holiday leader has
unveiled Asia Pacific's first snow holiday* report, identifying key insights
and influences that drive snow holidays across 11 markets with 5,500
respondents from China to Australia. With the support of independent market
research specialist, Insightzclub, the 2018 report for Asia Pacific maps out a
diverse, sophisticated and affluent market of travellers who are becoming avid
*Snow holidays are defined in the scope of the survey
as a trip of at least 2 nights to a snow
mountain destination of which ski or snowboard and other activities may be a
- 200 million people
from Asia Pacific have taken a snow holiday in the last three years
- While ski and
snowboard are core to the snow holiday, a large variety of other activities are
considered by Asia Pacific travellers
- Millennials are
driving the Asia Pacific market
- Japan and South Korea
destinations top the region for snow holidays, while Switzerland is a
surprising top 3 destination
- Summer mountain
holidays are also growing in popularity
Xavier Desaulles, CEO of Club Med, East and South Asia & Pacific said:
"This research is a timely insight into the mind of today's Asia Pacific
consumers who enjoy a snow holiday. The market is evolving rapidly in line with
Asia's growing affluence and interest can only grow fuelled by back-to-back
Winter Olympics in PyeongChang and Beijing.
"This survey is an essential new tool that will allow us to inform and
service our clients and regional partners as we understand how their habits and
needs are developing and as we open new mountain resorts regionally and globally,"
Millennials Lead Rapidly Growing Market
The snow holiday market has seen rapid growth in Asia Pacific in the last
three years with an estimated universe of 238 million travellers including 138
million alone in the last 12 months. The numbers correlate with the region's
growing affluence and desire to explore the world in a more experiential and
different way whether with family or friends.
Not surprisingly, China is the largest market of snow enthusiasts
followed by India and Japan. However, markets with little or no snow such as
Hong Kong SAR, Singapore and Indonesia are showing strong growth albeit from a
smaller base as they seek more experience-based holidays, and fresh, clean air.
While the average age of the snow holidaymaker is 38 years old, countries
with large millennial populations such as China, Malaysia, Indonesia and India are
a younger average age of 34 years old. Japan is the oldest average age of 45 in
line with its national demographic.
Currently snow holidays, remain the preserve of the new affluent class
and above. 85% of Asian snow holiday goers enjoy a household income of USD 4,000
or more -- significantly higher than the comparable general Asia Pacific
population at 33%.
Snow holidays are traditionally male dominated but some markets point to
a strong female bias and growing interest in outdoor snow adventures beyond
skiing and snowboarding. Hong Kong SAR (57%), Singapore (56%), Malaysia (58%)
and Australia (54%) led the ranking bias towards more female snow
holidaymakers. Japan (83%) and India (70%) were clear male strongholds.
More than Skiing
Unlike in North America and Europe markets which are very ski and
snowboard centric, Asia Pacific travellers are looking for a much more diverse snow
experience, sometimes with no ski/snowboard practice at all.
With food at the heart of many Asian cultures, it is not a surprise to
see eating local delicacies (53%) top the list, followed by spending time with family
and friends (51%) and other mountain fun activities (50%) rounding off the top
three. Local attractions (47%) and contact with nature (47%) are also popular considerations.
Spa makes into the top 10 activities for a well-rounded holiday with resorts expected to be well-equipped with access to
all the necessary facilities.
Significantly, 29% also cited doing nothing as a reason to go to a
mountain destination indicating a desire to just get away from it all and enjoy
In Love with Japan, Korea & Switzerland
Nine out of 11 markets reported Japan as their top choice for a snow
holiday in the region. Famed for its scenery, abundance of activities, powder
snow and cuisine, snow lovers flocked to Hokkaido within Japan.
Behind Hokkaido, resorts in South Korea were attractive across Asian
markets, ranking second while the nascent Chinese snow holiday scene came in a
strong fourth. With the conclusion of the Winter Olympics, PyeongChang in South
Korea in 2018 and the Beijing Winter Olympics in 2022, interest in both these
destinations continues to be fuelled.
The surprise came from Switzerland, ranking third regionally and first
amongst long haul destinations.
For Indian snow enthusiasts, Switzerland was the most popular destination,
partly fuelled by the prominence of the country in its Bollywood movie scene. St
Moritz in Switzerland was the top long haul destination for Asians looking for
a snow getaway.
On average, 78% of Asia-Pacific stayed longer than four nights and 50%
spent at least US$300 per day per person.
In Asia Pacific, hotels and resorts were the overwhelming accommodation
of choice with 90% selecting this option. High income Asian travellers are also
placing a higher premium on comfort and convenience when they travel on a snow
In the last 12 months, Club Med was a clear market leader when it comes
to snow holidays (number 1 hotel brand) in Hong Kong SAR, Singapore and
Indonesia amongst the high income group. With 70,000 Asia Pacific clients travelling
to its mountain resorts worldwide in 2018, growing by 60% compared to last
year, Club Med is getting close to leadership position in all Asia Pacific markets.
Just for Winter
Interest in the mountains and snow holidays extends beyond the winter
season with an incredible eight of
every 10 respondents in the survey citing intent to go on a mountain holiday in
summer within the next two years.
Club Med Builds Regional & Global Ski Resort Leadership
With 21 ski resorts in 5 countries, Club Med
is expanding its leadership of the mountains with ambitious growth plans to
cater to global and regional demand for snow holidays and new mountain
Following the opening of Club Med Tomamu in Hokkaido in December 2017
alongside Club Med Sahoro situated on a former Olympic site, Club Med is
growing its resort portfolio in Asia Pacific in the next three years. It will
open in PyeongChang, South Korea and Thaiwoo in China, 2 Olympic sites from the
2018 and 2022 Winter Olympics.
In Europe, Club Med has17 snow resorts including one nestled on the globally-renowned
and Asia's favourite slopes of St Moritz. Club Med plans to open one new mountain
resort in the Alps every year. It will also be back in North America with the opening
of a resort in Charlevoix, Quebec, Canada in 2020-21.
The research for the first Club Med Asia Pacific Snow Holiday Report was
conducted by Insightzclub in March 2018 among 5,500 respondents in 11 countries
of Asia Pacific.
Club Med is
the worldwide leader in upscale Premium All-Inclusive holidays. Guests have the
freedom to enjoy the wide variety of services and activities that our Resorts
offer, be it on their own or with others. The extraordinary Club Med experience
includes accommodation with refined comfort, all gourmet meals, all-day bar and
snacking, ski passes and snow sports with lessons, night entertainment and
parties, as well as children's clubs for all ages. Guests get to enjoy true
quality time with their loved ones knowing that everything is safe and taken
care of. Club Med offers them the chance to discover amazing moments together,
as well as become amazing themselves.
70 resorts located all over the world, 21 being ski resorts, vacationers may
look forward to spending a truly amazing holiday at exotic locations!