From ski market to ski traveller: a multidimensional segmentation approach

Abstract

For many ski resorts, the segment of skiers who are likely to take an overnight trip is relatively small in comparison to the number of day-trip skiers. A study undertaken for the Quebec Ski Resort Association surveyed 800 skiers, snowboarders, and ski travellers to develop detailed profiles of all skiers, from the recreational to the traveller. The objective of this paper is to expand the travel ski market by identifying recreational skiers with propensity to travel for ski. Using factor analysis to measure service considerations (e.g. offers, entertainment, quality, service, difficulty, and variety) and lifestyle characteristics, seven distinct skier profiles emerged. While the passionate ski traveller segment represents only 12% of skiers, 29% of social skiers and 16% of extreme skiers have the potential for conversion to ski travellers, given the right conditions. In addition, detailed skier profiles were developed for each of the ski resorts with comparison data for the province as a whole. This method of sophisticated marketing is necessary to grow “white tourism”, but can also be applied to other leisure and tourism markets.