Simon

Hudson

Chapter 3 Understanding the Consumer

Topics Covered

oProfiling consumers

oMotivations

oConstraints

Spotlight: X-Games takes X-treme

sports to X-citing new level

oEncompass skateboarding and motocross and winter sports (snowboarding, skiing, snowmobiling)

oAFP: coordinate between ESPN Live TV, the athletes, the judges…

oMarketing: social media, online advertising

Profiling consumers

oSki travelers: male, younger and affluent

oSki travelers VS. regular travelers

oGenerational differences

Winter sports participation rates in the U.S. 2008-2013

Alpine Ski Snowboard Cross Country Ski Freeski Snowshoe Telemark Ski

2008/2009 Season 10346 7159 3848 2711 4922 1435

2009/2010 Season 10919 7421 4157 2950 3431 1482

2010/2011 Season 11504 8196 4530 3647 3823 1821

2011/2012 Season 10201 7579 4318 3641 4111 2099

2012/2013 Season 8243 7351 3307 5357 4029 2766

1000

3000

5000

7000

9000

11000

13000

Nu

mb

er o

f P

arti

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ats

(000

's)

Source: Adapted from Snowsports Industries America, 2014a

Winter sport tourists versus regular travelers in the U.S.

  U.S. tourists Winter sport tourists

Male 50% 66%

Ages 18-44 54% 63%

>$100,000 annual income 24% 49%

Source: Adapted from PhocusWright,2013

Age Demographics-skiers vs. snowboard

6~12 13~17 18~24 25~34 35~44 45~54 54~64 65+

Ski 0.128 0.113 0.151 0.217 0.204 0.123 0.041 0.023

Sknowboard 0.124 0.162 0.246 0.266 0.142 0.052 0.006 0.002

2.5%

7.5%

12.5%

17.5%

22.5%

27.5%

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tag

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f Tota

l P

art

icip

ati

on

Source: Adapted from Snowsports Industries America, 2014a

Generational differences in skiing and snowboarding

Total Participants Snowboard Alpine Freeski

Total Participants (all ages) 1+ times 7,351,000 8,243,000 5,368,000

Baby Boomers (55+) 1+ times 1% 6% 3%

Gen X (35 to 54) 1+ times 19% 33% 24%

Gen Y (18 to 34) 1+ times 51% 37% 50%

Gen Z (under 18) 1+ times 29% 24% 23%

Female Participants

Total Participants (all ages) 1+ times 2,396,000 3,305,000 1,945,000

Baby Boomers (55+) 1+ times 0% 3% 2%

Gen X (35 to 54) 1+ times 17% 27% 20%

Gen Y (18 to 34) 1+ times 60% 40% 55%

Gen Z (under 18) 1+ times 23% 30% 24%

Male Participants

Total Participants (all ages) 1+ times 4,955,000 4,938,000 3,423,000

Baby Boomers (55+) 1+ times 1% 9% 3%

Gen X (35 to 54) 1+ times 20% 36% 26%

Gen Y (18 to 34) 1+ times 47% 35% 47%

Gen Z (under 18) 1+ times 32% 20% 23%

Source: Adapted from Snowsports Industries America, 2014a

Profiling participants who both

ski and snowboard

Source: Adapted from PhocusWright,2013

Last Snowsports Holiday Behaviour

  %

This trip was my first snowsports holiday 27

I booked the holiday as a package (eg includes travel and accommodation) 25

This trip was organized by my school/university 20

I booked transport and accommodation separately 17

I paid a for ski/snowboard school 17

I took advantage of a deal or special offer 17

I travelled outside of peak season to save money 16

I paid for private ski/snowboard instructor lessons 15

I brought my own skis or snowboard from the UK 13

I tried another activity aside from skiing/snowboarding (eg ice climbing, dogsledding, tobogganing, paragliding, snowshoeing) during my trip

12

A holiday rep/ski host escorted me around the slopes for free 11

Source: Adapted from Mintel, 2014

Motivations

oSki passion and drive factors

• Safety, affiliation, esteem…

oExplain skier behavior

• Tikalsky and Lahren (1988)

• Williams and Dossa (1995)

oMotivations: sports, social and vacation

Relative importance of skiing compared to other activities

Source: Adapted from PhocusWright,2011

Factors Driving Ski Destination Selection

The cost of lift tickets

The number of lifts

The number of advanced/expert trails

Short distance between lodging options and ski slopes

The quality of snow conditions

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Source: Adapted from PhocusWright,2013

Where British skiers traveled in 2013/14

Austria28%

France33%

Switzerland7%

Italy16%

Bulgaria2%

North America4%

Andorra etc10%

Source: Adapted from Crystal Ski Holiday,2014

Attitudes towards Snowsports Holidays

  %

The natural landscape of a snowsports holiday appeals to me 49

I would prefer to visit a resort that offered a range of other activities (eg ice climbing, dogsledding, tobogganing, paragliding, snowshoeing)

31

I would practice/learn on an artificial/indoor slope in the UK before a snowsports holiday 31

The physical challenge of a snowsports holiday appeals to me 29

I would only travel to a resort with guaranteed snow cover 28

I would only go to a well-known ski destination 26

I would travel to an emerging ski destination (eg Bulgaria) to save money 23

I would hesitate to take a snowsports holiday that did not include a rep/ski host 15

I am concerned about the environmental impact of snowsports 8

None of these 4

Source: Adapted from Mintel, 2014

Profile - Gstaad: Marketing to millennials

oHuge market

oKeys to attracting, satisfying and retaining millennials

oChoice making: social media, online reviewing and apps…

Constraints

oConstraints for participant and non-participant

oEffect of ethnicity

oMacro- and micro- level

Constraints to skiing participation

Source: Adapted from Gilbert and Hudson, 2000

Perceived constraints to skiing

Constraint Mean Value

Clothing and equipment are too expensive 3.75

Anticipation of expense 3.55

Lack of low-cost all-inclusive holidays 3.48

Prefer to take a holiday elsewhere 3.16

Do not have enough money 3.14

Others do not have the money to go with me 2.89

The slopes are too crowded 2.79

Concern about the lack of snow 2.76

Too much hassle buying or renting equipment 2.63

Too much planning involved 2.57

Source: Adapted from Gilbert and Hudson, 2000

Leisure Constraints Model

Source: Adapted from Walker and Virden, 2005

Case study - Freeski female style

oElevate Women’s Ski Camp

oThree top female freeskiers

oChange profile of women in skiing

oRevolution