THE FUTURE OF WINTER TRAVELLING Hubert J. Siller

INTERSKI FACHTAGUNG 2017

WINTER SPORTS – A GLOBAL PERSPECTIVE

2

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Hubert J. Siller | MCI Tourismus

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3Hubert J. Siller | MCI Tourismus

Evolution of skier visits in millions (Quelle: Vanat, 2017)

Future Mountain International (FMI)

STRATEGIC CHALLENGESTHE FUTURE OF WINTER TRAVELLING

Future Mountain International (FMI)

Sources:Screening of Literature, 35 resultsExpert survey (Delphi), 29 experts

What do you spontaneously associate with winter holidays in the mountains?(n = 4464)

Skiing, Snow-

boarding

28.0 % Snow,Winter

Atmosphere

13.6%

Fun,Entertain-

ment, Apres Ski

11.2%

Activities, Winter Sports6.2%

Mountains, Landscape

3.6 %

MCI Tourismus_Hubert Siller Urlaub in den Bergen 2014

What is especially positive aboutwinter holidays in the mountains? (n = 2231)

Snow,Winter

Atmosphere

18.5 %

Activities, Winter Sports

13.8%

Skiing, Snow-

boarding

12.6%

Mountains, Nature,

Landscape

9.7%Good Air,

Air Quality5.6 %

MCI Tourismus_Hubert Siller Urlaub in den Bergen 2014

Cold, Climate, Weather

22.1 %

TooExpensive

20.8 %

TooCrowded,

MassTourism

15.0 %

UnreliableSnowfall, Artificial

Snow

8.2 %

Arrival, Traffic

Congestion

8.1 %

What is especially negative aboutwinter holidays in the mountains? (n = 1218)

Skiing/Alpine

SnowboardingSkiing/Nordic

Ice Skating

Winter hiking

Skitouring

SleddingSnow playgrounds

Winterbiking

1

2

3

4

512345

Impo

rtan

ce 2

030

(MV

2,73

)

Importance today (MV 3,10)

Importance of active-sports facilities for winter travelling in the Alps 2030, results Delphi 2nd round

33.1%

13.3%

34.8%

13.1%

22.0%

24.7%

60.5%

30.0%

16.4%

26.1%

15.2%

18.4%

10.4%

13.0%

16.3%

24.0%

15.2%

24.5%

21.0%

17.5%

10.4%

5.9%

10.7%

6,5%

10.9%

8.3%

6.0%

2.2%

14.7%

35.6%

17.4%

36.3%

30.4%

41.4%

13.9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Sledding/Tobogganing (n= 1683)

Ski Touring (n= 1622)

Winter Hiking (n= 1722)

Ice Skating (n= 1626)

Cross-Country Skiing (n= 1700)

Snowboarding (n= 1627)

Skiing (n= 1766)

very important important neither/nor unimportant very unimportant

How important are the following activities when deciding on winter holidays in the mountains?

Associations and importance of travel motives forwinter tourism in the mountains

Adventure

Action

Activities

Authenticity

Relaxation

FreedomCoziness

Indulgence

Health

ComfortCulture

Experiencing Nature and Landscape

Distinct Way of Life

Meeting People

Prestige

Romance

Tranquility

Fun

Sports

Tradition

-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11,522,533,54

Impo

rtan

ceof

Trav

el M

otiv

es

Association with Winter Holidays in the Mountains

High ImportanceWeak Association

High ImportanceStrong Association

Low ImportanceWeak Association

Low ImportanceStrong Association

Adventure ActionActivities

Authenticity

RelaxationFreedom

Coziness Indulgence

HealthComfort

Culture

Experiencing Nature and Landscape

Distinct Way of Life

Meeting People

Prestige

Romance

Tranquility

FunSports

Tradition

-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11,522,533,54

Impo

rtan

ceof

Trav

el M

otiv

es

Association with Winter Holidays / Generation Y

High ImportanceWeak Association

High ImportanceStrong Association

Low ImportanceWeak Association

Low ImportanceStrong Association

Associations and importance of travel motives forwinter tourism in the mountains (Generation Y)

AdventureAction

Activities

Authenticity

Relaxation

FreedomCoziness

IndulgenceHealth

ComfortCulture

Experiencing Nature and Landscape

Distinct Way of Life

Meeting PeoplePrestige

Romance

Tranquility

Fun

Sports

Tradition

-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11,522,533,54

Impo

rtan

ceof

Trav

el M

otiv

e

Association with Winter Holidays / Generation X

High ImportanceWeak Association

High ImportanceStrong Association

Low ImportanceWeak Association

Low ImportanceStrong Association

Associations and importance of travel motives forwinter tourism in the mountains (Generation X)

AdventureAction

Activities

Authenticity

Relaxation

Freedom

CozinessIndulgence

Health

Comfort

Culture

Experiencing Nature and Landscape

Distinct Way of Life

Meeting People

Prestige

Romance

Tranquility

Fun

Sports

Tradition

-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11,522,533,54

Impo

rtan

ceof

Trav

el M

otiv

e

Association with Winter Holidays / Baby Boomers

High ImportanceWeak Association

High ImportanceStrong Association

Low ImportanceWeak Association

Low ImportanceStrong Association

Associations and importance of travel motivesfor winter tourism in the mountains (Baby Boomers)

Future Mountain International (FMI)

Sources:Screening of Literature, 16 resultsExpert survey (Delphi), 14 experts

62,5%

29,7%

4,8% 1,6% 1,4%

sehrzufrieden

zufrieden weder/noch unzufrieden sehrunzufrieden

Wie zufrieden waren Sie mit Ihrem letzten Winterurlaub in den Bergen? (n = 1314)

62,5%

29,7%

4,8%1,6% 1,4%

sehr zufrieden zufrieden weder/noch unzufrieden sehr unzufrieden

Wie zufrieden waren Sie mit Ihrem letzten Winterurlaub in den Bergen? (n = 1314)

Guest Satisfaction – Winter holiday in the Alps

FUTURE STRENGHTSNatural beauty & uniqueness(Delphi FMI)

Easy to use

Future Mountain International (FMI)

Sources:Screening of Literature, 52 resultsExpert survey (Delphi), 19 experts

1

2

3

4

5

GermanyAustria

Switzerland &Liechtenstein

Benelux (NLD, BEL, LUX)

Central Europe (CZE, POL,SVK, SVN, HUN)

France

Italy

United Kingdom (GBR)

Scandinavia (SWE, FIN,NOR)

Eastern Europe (RUS, UKR,ROU, BGR,...)China & TaiwanDenmark

Baltic States (EST, LVA,LTU)

North America (USA, CAN)

India

Japan & South Korea

Arab countries

Spain & Portugal

Central and South America(MEX, BRA,...)

Australia & New ZealandSouth Africa

Importance of source markets for winter travelling in the Alps 2030, results Delphi

Future Mountain International (FMI)

EURO-CORDEX Temperature, Alps

Smiatek, G., H. Kunstmann, and A. Senatore(2016), EURO-CORDEX regional climate model

analysis for the Greater Alpine Region: Performance and expected future change, J.

Geophys. Res. Atmos., 121, 7710–7728, doi:10.1002/2015JD024727.

Sources:Screening of Literature, 92 resultsExpert survey (Delphi), 28 experts

Kröll, 2014: Energie am Berg. DSV-Beirat für Umwelt und Skisportentwicklung

Sources:Screening of Literature, 18 resultsExpert survey (Delphi), 26 experts

Die Gesamtzahl an Skigebieten, Seilbahnen und Pistenkilometer im Alpenraum wird langfrisitigabnehmen. (<1% der Alpenfläche)

Investitionen in nachhaltiges Energie-, Wasser- und Flächen-Management sind wirtschaftlich und können zu einem erheblichen Wettbewerbsvorteil im internationalen Tourismus werden.

DER TOURISTISCHE FUßABDRUCK

Der touristische Klima-Fußabdruck wird im Wintertourismus überwiegend durch die Anreise und die Unterkunft bestimmt (> 80% aller CO2 Emmissionen).

CO2-Fußabdruck

Laax - Flims

Total

62%

57%

50%

12%

8%

Was glauben Sie, welcher positive Nutzen sich aus einem aktiven Urlaub ergibt?(Basis: alle Befragten, n = 1.013, Mehrfachnennungen möglich)

Verbesserte Leistungsfähigkeit

Verbesserte Stressresistenz

Schnellere Erholungsfähigkeit

Sonstiger positiver Nutzen

Ich erkenne keinen positiven NutzenSources:

Screening of Literature, 52 resultsExpert survey (Delphi), 19 experts

2 FINAL REMARKSTHE FUTURE OF WINTER TRAVELLING

MANY THANKS FOR YOUR ATTENTION!Hubert J. Siller