Skiing Ranks 5th in Reasons Brits Book Winter Mountain Trips

A recent survey by Crystal Ski Holidays has uncovered surprising trends in British winter travel preferences, with skiing taking a backseat to other mountain experiences. The study found that breathtaking scenery tops why Brits book ski holidays, followed closely by the desire to see snow and spend quality time with loved ones.

• Related: Survey: How Economic Conditions Are Impacting U.S. Consumers’ Winter Travel Plans

According to the survey, 34% of respondents cited enjoying mountain vistas as their primary motivation for booking a ski trip. The top three reasons are seeing snow (29%) and spending time with family and friends (28%). Surprisingly, skiing and snowboarding ranked fifth on the list, with only 21% of respondents considering it the main draw.

“Even for seasoned skiers, a winter holiday is much more than hitting the slopes. We’ve seen a steady increase in customers opting to add experiences like snowmobiling, ice swimming, and spa treatments as part of their mountain break.”

– Chris Logan, managing director at Crystal Ski Holidays

The survey also revealed that one in ten adults avoid booking ski holidays altogether, assuming there isn’t much to do off the slopes. To challenge this perception, Crystal Ski Holidays partnered with TikTok stars Ash Holme and Jack Remmington and sent them to Val d’Isère, France, to showcase the diverse range of non-skiing activities available.

“This trip has been unreal – who knew there was so much to do beyond the slopes? The fact we could go ice diving on a ski holiday is crazy. For anyone thinking of booking a ski experience, DO IT!”

– Holme and Remmington

In response to these trends, Crystal Ski Holidays predicts a rise in “Off-Off-Piste” breaks–winter vacations designed for those who love the mountain atmosphere without necessarily strapping on skis. This shift reflects a growing desire among British travelers for more diverse and inclusive winter holiday experiences.

As the winter sports industry evolves to cater to changing preferences, it’s clear that ski resorts’ appeal extends far beyond the traditional notion of carving down snowy slopes. From ice diving to snowmobiling and spa treatments to après-ski socializing, modern ski holidays are increasingly about the total mountain experience.