Brits have revealed their true passion for ski holidays – and surprisingly, hitting the slopes didn’t make the top five reasons for their winter escapes.
With the ski season in full swing, holidaymakers are flocking to snowy destinations, but new research from Crystal Ski Holidays shows most Brits are now looking for much more than just strapping on skis or grabbing a snowboard.
In fact, the main motivation behind booking a ski holiday is to enjoy the breathtaking scenery (34%), closely followed by seeing snow (29%), spending quality time with friends and family (28%), and experiencing mountain activities (25%).
Skiing itself landed in fifth place as the reason behind such trips – highlighting that a modern snow holiday is about much more than just the sport.
Still, one in 10 adults admitted they avoid booking a ski holiday altogether, even for those who dream of heading off on a snow holiday as they worry about their lack of sporting skills and assume there isn’t anything to do off the slopes.
In response to the findings, Crystal Ski Holidays is predicting a rise in the popularity of “Off-Off-Piste” breaks – snow holidays designed for those who love the mountain vibe without necessarily stepping into ski boots.
To showcase the wide array of non-skiing activities on offer, Crystal Ski Holidays partnered with TikTok sensations Ash Holme and Jack Remmington. The duo ventured to the famous Val d’Isère resort in France to experience how ski holidays are evolving to cater to a broader audience.
“This trip has been unreal – who knew there was so much to do beyond the slopes?” said Ash and Jack. “The fact we went ice diving while on a ski holiday is just crazy!
“For anyone thinking about booking a ski experience, DO IT! We’ve had the best time – from iconic après sessions at Cocorico to unforgettable daytime adventures like ice driving and snow tubing. You really don’t need a pair of skis to enjoy a ski trip.”
Chris Logan, managing director at Crystal Ski Holidays, said: “We understand skiing can feel daunting for those who haven’t tried it yet. But anyone who assumes you need sporting prowess to enjoy a snow holiday should think again.
“Even for seasoned skiers, ski holidays are about so much more than hitting the slopes – and we’ve noticed a steady rise in customers looking to add on activities like snowmobiling, spa treatments, or ice swimming. Whether you’re a first-timer or a regular, there are countless ways to get thrills and chills on a winter break.”
So, whether it’s enjoying jaw-dropping scenery, indulging in après-ski, or diving into unique mountain adventures, it’s becoming clearer than ever that ski holidays aren’t just about skiing – they’re about the entire experience.
