2012 international report on mountain tourism · laurent vanat lv/01/04/2015 2012 international...
TRANSCRIPT
La
ure
nt
Va
na
t
LV/01/04/2015
2012 International report on mountain
tourism
Will it go global thanks to the web ?
7th World Congress on Snow and Mountain Tourism - Andorra – 11.04.2012
page 2
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Agenda
� State of the industry
� Recent market evolution
� Market drivers
� Internet as a market driver ?
La
ure
nt
Va
na
t
LV/01/04/2015
The state of the industry today
page 4
La
ure
nt
Va
na
t La
ure
nt
Va
na
t The world ski market
80 countries 2’000 ski resorts
6’000 places of practice 27’000 lifts
page 5
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Major players (countries)
� A limited number of countries concentrate most of the attendance
Others
22%
Majors
78%
7 countries
70 countries
page 6
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Top countries in the world
0.0 10.0 20.0 30.0 40.0 50.0 60.0
RomaniaChile
New ZealandSlovenia
ArgentinaAustralia
PolandAndorraFinland
CzechRussia
SlovakiaChina
NorwayKorea, South
SpainSweden
GermanyCanada
ItalySwitzerland
JapanAustriaFrance
United States
In million skier visits
page 7
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Some challengers
Country Argentina Bulgaria Chile Poland Russia Slovenia
Number of resorts 22 32 21 72 170 44
Number of major resorts (>1 mio SV)
0 0 0 0 0 0
Number of lifts 145 94 122 832 414 217
Skier visits (million) 2 1 1 4 3 1
Population (million) 40 7 16 39 141 2
Ranking in world tourism 44 39 #N/A 19 13 #N/A
Arrivals of international tourists (million)
4 6 3 12 19 2
Proportion of foreign skiers
25% 25% 15% 10% 2% 17%
SV / inhabitant 0,0 0,1 0,1 0,1 0,0 0,6
SV / foreign visitor 0,1 0,0 0,1 0,0 0,0 0,1
page 8
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Major players (resorts)
� At national level, a limited number of ski areas concentrate most of the attendance
Example : Switzerland
Other resorts
13%
Resorts >
100'000 SV
87%
63 resorts
142 resorts
page 9
Laurent Vanat Laurent Vanat N
atio
na
l sk
iers
�Stre
ngth
of n
atio
na
l cu
sto
me
r ba
se
of m
ost o
f the b
ig
pla
yers. F
ore
ign v
isitors co
nce
ntra
te o
n a
few
top
inte
rnatio
nal re
sorts.
0%
10
%2
0%
30
%4
0%
50
%6
0%
70
%8
0%
90
%1
00
%Andorra
Austria
Switzerland
New Zealand
France
Bulgaria
Italy
Slovenia
Canada
Czech
Germany
Hungary
Korea, South
Slovakia
Spain
Finland
Norway
Sweden
United States
China
Poland
Romania
Ukraine
Japan
Australia
Sh
are
of fo
reig
n v
isito
rs
Do
mestic
Fo
reig
ners
page 10
La
ure
nt
Va
na
t La
ure
nt
Va
na
t National vs international
� Share in the number of skiers of foreign visitors is less than one sixth of total attendance
Internationals
14%
Nationals
86%
La
ure
nt
Va
na
t
LV/01/04/2015
Recent market evolution
page
12
Laurent Vanat Laurent Vanat E
uro
pe
-A
lps
0
20
40
60
80
10
0
12
0
14
0
16
0
18
0
2000/01
2001/02
2002/03
2003/04
2004/05
2005/06
2006/07
2007/08
2008/09
2009/10
2010/11
Sk
ier
vis
its (
mil
lio
n)
-4
.7 %
page 13
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Europe - Alps
� Attendance is still on a growing long term trend in some countries – really ?
Evolution of the 5 years average attendance
(million skier visits)
454647484950515253545556
2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11
Austria
France
page 14
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Europe - Alps
� ... while on a rather declining trend in some others, with a reversal of tendency for Italy
Evolution of the 5 years average attendance
(million skier visits)
24
25
26
27
28
29
30
2004/052005/062006/072007/082008/092009/102010/11
Italy
Switzerland
page
15
Laurent Vanat Laurent Vanat N
ort
h A
me
rica
0
10
20
30
40
50
60
70
80
90
2000/01
2001/02
2002/03
2003/04
2004/05
2005/06
2006/07
2007/08
2008/09
2009/10
2010/11
Sk
ier
vis
its (
mil
lio
n)
+ 1
.4 %
page 16
La
ure
nt
Va
na
t La
ure
nt
Va
na
t North America
� Mature markets; USA however successfully fighting against decline in visitation
Evolution of the 5 years average attendance
(million skier visits)
15
16
17
18
19
20
2004/052005/062006/072007/082008/092009/102010/11
50
52
54
56
58
60
Canada
USA (right)
page 17
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Europe – Other western countries
0
5
10
15
20
25
30
35
40
45
2000/01
2001/0
22002/
032003/0
42004/0
520
05/06
2006/07
2007
/08
2008/09
2009/10
2010/11
Skier visits (million)
- 6.1 %
page 18
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Europe – Other western countries
� Norway still showing some real growth trend, while Andorra suffering
Evolution of the 5 years average attendance
(million skier visits)
0
1
2
3
4
5
6
7
8
9
2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11
Andorra
Spain
Finland
Norway
Sweden
page
19
Laurent Vanat Laurent Vanat A
sia
-P
acif
ic
0
10
20
30
40
50
60
70
2000/01
2001/02
2002/03
2003/04
2004/05
2005/06
2006/07
2007/08
2008/09
2009/10
2010/11
Sk
ier
vis
its (
mil
lio
n)
-5
.2 %
page 20
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Asia - Pacific
� Decline in Japan, growth in China and South Korea, maturity in Australia / New Zealand
Evolution of the 5 years average attendance
(million skier visits)
0
1
2
3
4
5
6
7
2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11
0
10
20
30
40
50
60
South Korea
Australia
New Zealand
China
Japan (right)
page 21
La
ure
nt
Va
na
t La
ure
nt
Va
na
t New lifts
New lifts deliveries by regions
0
50
100
150
200
250
300
350
400
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Various
Europe
East
Asia
America
Alps
page 22
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Lifts - evolution
2001-2010 renewal rate
0% 20% 40% 60% 80% 100%
Armenia
Belarus
Kazakhstan
Latvia
Serbia
Korea, South
Georgia
Italy
Austria
France
Switzerland
Canada
United States
La
ure
nt
Va
na
t
LV/01/04/2015
Market drivers
page 24
La
ure
nt
Va
na
t La
ure
nt
Va
na
t World evolution
0
50
100
150
200
250
300
350
400
2001/0
2200
2/03
2003/0
4200
4/05
2005/0
6200
6/07
2007/0
8200
8/09
2009/1
0201
0/11
Sweden
Spain
Slovenia
Norway
New Zealand
Korea, South
Germany
Finland
China
Australia
Andorra
United States
Switzerland
Japan
Italy
France
Canada
Austria
Skier visits of top players
(in million)
page 25
La
ure
nt
Va
na
t La
ure
nt
Va
na
t In search for correlation ...
� Majors : despite GDP growth and tourism still developing, skier visits follows and other pattern
on a 100 basis
for 2001
80
85
90
95
100
105
110
115
120
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
International touristsarrivals
Overnight stays
Skier visits
GDP
page 26
La
ure
nt
Va
na
t La
ure
nt
Va
na
t In search for correlation ...
� Challengers : pace of development of ski has been stronger than the other indicators !
on a 100 basis
for 2001
80
90
100
110
120
130
140
150
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
International touristsarrivals
Overnight stays
Skier visits
GDP
page 27
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Weather - sun
� Sunny days do not guarantee a good ski season
Switzerland
20'000'000
22'000'000
24'000'000
26'000'000
28'000'000
30'000'000
32'000'000
2000
/01
2001
/02
2002
/03
2003
/04
2004
/05
2005
/06
2006
/07
2007
/08
2008
/09
2009
/10
2010
/11
500
550
600
650
700
750
800
850
Skier visits Sunny days (score)
page 28
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Snowfall
� Visitation at ski resorts is not so well correlated with snowfall either (example : USA)
RRC Associates
page 29
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Exchange rates
� Weak GBP has globally low impact on attendance; strong CHF may have some (to be confirmed)
Alps (Eurozone)
0,00
0,20
0,40
0,60
0,80
1,00
1,20
1,40
1,60
1,80
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
0
20'000'000
40'000'000
60'000'000
80'000'000
100'000'000
120'000'000
140'000'000
160'000'000
skier visits Austria / France / Italy rate GBP/EUR
Switzerland
0,00
0,50
1,00
1,50
2,00
2,50
3,00
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
0
5'000'000
10'000'000
15'000'000
20'000'000
25'000'000
30'000'000
35'000'000
skier visits Switzerland rate EUR/CHF rate GBP/CHF
La
ure
nt
Va
na
t
LV/01/04/2015
So is Internet the market driver ?
page 31
La
ure
nt
Va
na
t La
ure
nt
Va
na
t The growth of Internet ...
� ... does not seem to correlate with development of attendance at ski resorts !
0
500
1'000
1'500
2'000
2'500
3'000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Estimated Internet users (mio)
Skier visits (mio)
page 32
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Ski resorts & Facebook fans
� Nice to have, but still not the market driver !
Facebook fans in % of skiers in resorts > 1 mio skier visits
0% 2% 4% 6% 8% 10% 12%
Italy
France
Switzerland
Korea, South
Austria
Spain
Sweden
Canada
Andorra
United States
Survey 1.4.2012
page 33
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Online sales (ski passes)
� Only 3% of tickets sales done online in Switzerland (survey 2009/10 winter season)
others
97%
online
sales
3%
page 34
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Internet impact
� Internet may bring positive aspects ... But they are limited and mitigated by negative ones.
– Marketing operation mode has changed, but this does not enable enough market development (swaps !)
– Internet is before all a powerful sales and promotiontool towards existing customers
– Mountain destinations can take advantage of it, but not all do well (conservative environment)
– Competition increased and has been enhanced by Internet
– The benefits of Internet are also available to all competing industries
page 35
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Internet impact
Positive aspects
� Enhances communication
� Facilitates bookings and travel arrangements
� Facilitates daily packages sales
� Make snow conditions more transparent for daily skiers (with some drawbacks !)
Negative aspects
� Increases competition (direct / indirect)
� Web is by itself competing
� Increases the impact of soft factors (psychological effects)
� Does not help to learn skiing and does not facilitate the praxis !!!
page 36
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Internet drives globalisation
� International connexions
page 37
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Global or local ?
� Globalisation does not bring more clients at ski resorts !
� Mountain tourism is before all local, the web will not make it global :
– Traditional industry
– Weigh of international customers is limited for most ski destination countries
– International catchments areas are limited
� Markets size
� Issue of transportation
� Travel time & cost
� Saturation of airport at ski destinations
– Overseas skiers have always been anecdotic minorities
page 38
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Conclusion
� Ski market is peculiar
� Not globally correlated with variation of worldwide tourism & economy
� Internet is a new sales & marketing channel mostly towards existing customers
� So what is the driver of attendance at ski resorts ?
page 39
La
ure
nt
Va
na
t La
ure
nt
Va
na
t The winning combination
S now
S un
S erene economy
S oft factors
La combinaison gagnante
E nneigement
E nsoleillement
E conomie
E tat d’esprit
page 40
La
ure
nt
Va
na
t La
ure
nt
Va
na
t Further reference
� www.vanat.ch
– Page « Publications »
La
ure
nt
Va
na
t
LV/01/04/2015
Laurent Vanat
19, Margelle
CH - 1224 Geneva
Tel / fax / voicemail : +4122 349 8440
E-mail : [email protected]
Website : www.vanat.ch
La
ure
nt
Va
na
t