Budget-conscious decision-making is firmly on the rise among British skiers, according to Iglu Ski’s third annual end-of-season customer survey.
The 2025 results highlight a shift towards affordability and practicality, with value for money now the dominant factor in resort and booking choices.
Of the over 6,500 respondents:
- 37% said lift pass cost dictated their resort choice – a notable rise from 31% last year
- 60% cited value for money as the key influence when choosing a resort
- 68% said value outweighed availability, convenience, or any other factor when choosing how to book their ski holiday
- 46% said the cheapest transport method was the deciding factor in how they travelled to the mountains.
“Skiers are still determined to hit the slopes, with 43% saying they ski two or more times per season, but they’re becoming increasingly savvy,” said Simon McIntyre, Managing Director at Iglu Ski.
“That means seeking out lesser-known resorts, watching pricing closely, and jumping on early-booking deals.
“Therefore, we will continue to focus on highlighting great ski deals, outlining what’s included, and promote special offers such as free lift passes.”
A high number of ski runs was also a key draw for skiers with 58% ranking this as a top factor in resort choice, showing that skiers are keen to make the most of their week on the slopes.
Meanwhile, 31% of customers prefer to book early, capitalising on incentives and securing their preferred flights and accommodation.
When it comes to accommodation preferences, location outweighs catering type, with 54% prioritising ski-in/ski-out access or proximity to the resort centre for convenience and enjoyment. Norway (pictured) is very popular at the moment.
Looking ahead, McIntyre is optimistic: “We’re pleased to be able to pivot quickly to meet changing customer needs, whether that’s helping people find resorts with lift pass deals, or offering all-inclusive packages that give greater clarity on overall spend. We’re confident that the 2025/26 season will be another strong one.”.
