A multi-faceted focus on the learn-to-ski market by the UK’s longest established ski holiday company, Erna Low, has found that 30% of Brits would like to learn to ski.
Combining market research and a separate survey of 2,000 people, Erna Low’s other findings include:
* Google UK searches for information on ‘beginner ski resorts’ are up 23% year-on-year, and 52% in the last three months
* The best place to learn to ski is Les Menuires in the Three Valleys. It was chosen by Erna Low after they gave 228 European resorts a beginner-friendly score based on the total slope distance (in km) and overall percentage of ‘beginner slopes’ there are at each one; the green and blue pistes which are ideal for first timers. Les Menuires also has two dedicated beginner areas – Bruyères and La Croisette.
*The cheapest resort for beginners is Val Cenis in France, where it costs less than £400 for ski hire, ski pass and ski lessons for a week, on average.
Les Menuires
Erna Low’s survey of 2,000 UK adults endeavoured to find out how many knew how to ski or snowboard already, how many would like to learn, and what was stopping them doing so. Unsurprisingly the potential cost was something that was putting a third (33%) off having lessons.
Overall, nearly a third of UK adults (30%) would like to learn how to ski and one in eight (12%) have already learnt.
Brits aged 25-34 are the most eager to take to the slopes, as nearly a quarter (23%) already ski, and a whopping 58% are wanting to learn.
For those interested in acquiring this skill, the top reasons were to ‘learn something new‘ (36%), ‘enjoy a winter holiday’ (35%), or because their ‘family do it’ (18%).
Improving fitness was also a popular reason (17%), and one in six parents (18%) said they want their kids to learn.
The 40 Year Old Ski Virgin
“I was 40 when I first learnt to ski, one day I just thought why not, and I absolutely love it,” says Dave Greenbrown, 45 from York, showing exactly why age shouldn’t be a stumbling block when learning to ski.
Despite learning later than your average skier, it is an experience he has thoroughly enjoyed, he said: “My friend had been asking me to go for years, I had never really seriously considered it but I wanted something new to do with my kids. It was a spur of the moment decision but now I have been on perhaps 15 trips
In the common fears of learning to ski, Dave said: “It turns out getting injured is no more likely to happen skiing than with any other physical exercise. You have to spend a few days on your backside at the start but it’s so worth it to be flying down those mountains in the end.”
Dave did things slightly differently, learning from an experienced friend but admits this is probably not the best option for most first-timers: “I think some lessons might have been a good idea, especially now I can ski well as my technique leaves something to be desired.
“I learned to ski at a resort called Formigal in the Spanish Pyrenees which had lots of shallow slopes, the green runs, which are essential at the very start.”
Jane Bolton, Product Director at Erna Low added: “It’s great to see there is so much appetite to learn to ski or snowboard, this year in particular.
“While we appreciate it can be nerve-wracking to start lessons, skiing can be enormously satisfying. Not only is it great for general fitness, being outdoors and away from screens and of course very social, the scenery really is stunning!”
“If you’re considering taking the plunge and starting lessons, our advice is to head to a beginner-friendly resort to do this. The instructors are very experienced, patient and reassuring, and you can immerse yourself in the environment. There is lots to do in the resorts too when you are off the mountain, including spas, great bars and restaurants and lots of opportunity to soak up the après ski ambiance.”
(pictured top: Grandvalira, Andorra)
