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British skiers finding apres ski a turn-off
Après ski fun is losing its appeal with British skiers, according to a new survey.
A survey conducted by tour operator Sunweb finds more than nine in 10 (91%) Brits find après less enjoyable than ever.
It surveyed 2,000 skiers to discover why après ski is losing its shine.
One in five skiers (20%) say it is because it’s catered towards young people, compared to previously when it more universal.
A further15% say it’s gimmicky.
Après ski has always been a big part of ski culture but now skiers are opting for alternatives.
Nearly two in 10 (19%) are heading out for casual drinks at quieter bars whilst 8% would rather enjoy non-ski-related activities such as spa trips.
Nearly one in 10 (8%) admit that après is fun but would like a booze-free afternoon and the lack of non-alcoholic options means they’ll give it a miss.
Mindful of the ongoing cost-of-living crisis, nearly a quarter (22%) said they may now be put off by the higher costs.
The tour operator revealed the rise in costs is impacting how skiers are spending their money during their winter ski holiday.
Nearly three quarters (73%) are changing their après habits, with 23% reducing how often they go and 21% pre-drinking at their accommodation to save money.
Around 11 have decided to not participate at all.
Sunweb spokesperson Jack Bolus, said: “Après ski has always been a popular post-skiing activity and so to see people no longer going because they are worried about the cost is a shame.”
“For those looking for ways to save, customers booking a holiday package with Sunweb with lift pass included, can use the extra cash to have a good time at après.”
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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