Travel ‘poorly represented’ in ski industry
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
Tour operators and travel agents are lacking in a strong body for the snowsports industry, as the sector discussed whether one unified organisation is needed.
During panel discussions at yesterday’s LISTEX Mike Jardine from Snowsport Industries of Great Britain (SIGB) and Dan Fox, managing director of Ski Weekends both criticised travel companies for not getting more involved in conversations within the industry.
“There has not been a representative voice from the travel side and a lack of cohesive body from that sector has made it difficult for conversations,” said Jardine.
Meetings with all parts of the industry have previously been set up but failed to get an on-going movement from the sector.
Fox used the example of the case against the on-going battle of ski leaders in France saying: “The major brands have unified in a negative action in this case, so why will they get together for this but not for anything else?”.
Tania Alliod from the British Association of Snowsport Instructors (BASI) said it was common for companies to gather at times of crisis, citing the example of Scotland which is attempting to grow its ski numbers again.
She said: “There’s a need for an umbrella collaboration but there’s an opportunity at the local level for businesses to participate where they can. I’m not sure we all have the same challenges but there is a greater space for communications and trust.”
Others on the panel, including Ski Club of Great Britain’s managing director Frank McCusker and Tim Fawke from Snowsports England, agreed that strong messages and a common voice were needed, as well as exciting campaigns for travel firms to get behind.
Snowsports England’s Slide to Sochi campaign on the run-up to the Winter Olympics has been seen as a start, with indoor slopes across the UK said to be seeing double-digit growth in visitors.
However the number of skiers heading overseas has plateaued after increasing from the recession, with the panel calling for national support from Scotland and Wales for further campaigns.
McCusker said: “There’s an enthusiasm from the Sochi effect and we have to figure out how to take that to a national level. Tour operators get involved when you excite them and it’s our job to create a national campaign that encourages people to go on a ski holiday.”
James Box from Iglu Ski said many operators are focused on their own business and the short-term goals than thinking ahead.
He said: “Tour operators work to their own needs. They should have more of a responsibility to bring more skiers into resorts but they look season to season and are focused on the short-term.”
Comments are closed.