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Are you a latent skier?
Wednesday July 23, 2014 - Email this article to a friend

You have been skiing a few times a while back and want to go again. Or maybe you have fancied skiing or snowboarding but have never got around to it. Help is on hand.

As the snowsports market continues to shrink across Europe these two groups of people are being targeted by the UK industry.

Figures released by the Ski Club of Great Britain last year, from research conducted by Spike Marketing, showed a significant number of latent skiers and snowboarders. 

People who wanted to ski but hadn't been for a while; or at all.

The research claimed that 75% of people who had not skied in the past 3 years intended to go again and 17% of those non-skiers surveyed expressed an interest in skiing or snowboarding. These are big numbers of people.

The research came from 21,000 responses from 13,000 skiers and 8,000 non-skiers. It was conducted in June/July 2013.

This year the tour operator Inghams has a main initiative aimed specifically at people that have not skied for a while.

To tap into this market Inghams has created an exclusive deal with the Austrian National Tourist Office, ANTO, to offer these people the chance to ski.

"British skiers were as hard-hit as anyone by the post-2008 recession and falling pound, so maybe you've missed out on your skiing or boarding over the last few seasons? Let us help you get back on the snow this winter," said the executive director of Inghams, Hugh Walton.

The specific initiative with ANTO starts on August 1st and the 'Ski Again' campaign is aimed at those who have not skied for 5 years or more.

It includes flights, transfers, half-board accommodation, lift pass and a refresher course with local instructors to 12 leading Austrian destinations.

"The idea is get these people skiing and snowboarding again and it will bring people quickly back to their previous level and beyond and I am confident they will fall in love again with the sport they have been missing out on in the past few years," said the head of the Austrian National Tourist Office, Herwig Kosler, to PlanetSKI.

Back on snowBack on snow









Falling in love againFalling in love again









Inghams has just released its brochure for 2014/15 and full details of the new initiative can be found here.

Overall Inghams has 10 new resorts, 84 new partner hotels 2 new ski-inclusive hotels and 6 new chalets.

It offers 90 resorts in 9 different countries. 

Inghams is a sister company of Esprit Ski and Ski Total and the group has been forced to axe many of its chalets and chalet-hotels in Switzerland due to a change in employment legislation as we reported in this earlier story on PlanetSKI. 

For the group the Swiss chalet holiday is all but over, unless the law is changed.

2014/15 brochure is out2014/15 brochure is out













Inghams is also looking to the future and making a special effort to attract first-timers as the economy picks up and some optimism is returning to the snowsports market.

"We are confident the ski market is poised to grow again as the economy continues to improve," Inghams said in its brochure.

Getting people to take up skiing and snowboarding for the first time is a challenge for the whole of the snowsports industry as numbers are falling.

The UK market alone has shrunk around 30% in the past 5 years and it is falling in all the main alpine countries too.

Once again Inghams has teamed up with Austria and has a dedicated learn to ski and snowboard resort, Oberperfuss, above the capital of the Tirol, Innsbruck..  It has a lead in price of £699 for a week's skiing including flights, transfers, half-board hotle, ski equipment, lessons and lift pass.

Inghams has also singled out 5 other resorts that offer a 'new to skiing' package featuring equipment, tuition and lift pass for £159.

These resorts are Seefeld, Sauze d'Oulx, Kransja Gora, Morzine and Saariselka.

Fancy giving it a go?Fancy giving it a go?













Inghams and the Austria National Tourist Office are both main partners of PlanetSKI and we will be bringing you further details of the offerings for next season later.

For the spirit of the mountains

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