Asia Pa­cific’s First Snow Hol­i­day Re­port

Sur­vey re­veals re­gion is fall­ing in love with snow hol­i­days

Golf Asia - - CONTENTS -

Un­veiled by Club Med, the re­port identifies key in­sights and in­flu­ences that drive snow hol­i­days across 11 mar­kets, with 5,500 re­spon­dents from China to Aus­tralia. With the sup­port of in­de­pen­dent mar­ket re­search spe­cial­ist, In­sightz­club, the 2018 re­port for Asia Pa­cific maps out a di­verse, so­phis­ti­cated and af­flu­ent mar­ket of trav­ellers who are be­com­ing in­creas­ingly avid snow hun­ters.

The snow hol­i­day mar­ket has seen rapid growth in Asia Pa­cific in the last three years, with an es­ti­mated uni­verse of 238 mil­lion trav­ellers, in­clud­ing 138 mil­lion alone in the last 12 months. The num­bers cor­re­late with the re­gion’s grow­ing af­flu­ence.

Not sur­pris­ingly, China is the largest mar­ket of snow en­thu­si­asts, fol­lowed by In­dia and Ja­pan. How­ever, mar­kets with lit­tle or no snow, such as Hong Kong SAR, Sin­ga­pore and In­done­sia, are also show­ing strong growth al­beit from a smaller base, as they seek more ex­pe­ri­ence-based hol­i­days, and the of­fer of fresh, clean air. While the av­er­age age of snow hol­i­day-go­ers is 38 years old, coun­tries with large mil­len­nial pop­u­la­tions, such as China, Malaysia, In­done­sia and In­dia, have a younger av­er­age age of 34 years old. Ja­pan has the old­est av­er­age age of 45, in line with its na­tional de­mo­graphic.

Snow hol­i­days are tra­di­tion­ally male­dom­i­nated, but some mar­kets point to a stronger fe­male base, with grow­ing in­ter­est in out­door snow ad­ven­tures be­yond ski­ing and snow­board­ing. Hong Kong SAR (57%), Sin­ga­pore (56%), Malaysia (58%) and Aus­tralia (54%), for ex­am­ple, showed greater bi­ases to­wards fe­male snow hol­i­day­mak­ers. Ja­pan (83%) and In­dia (70%) had clear male strongholds.

With food at the heart of many Asian cul­tures, it is not a sur­prise to see that eat­ing lo­cal del­i­ca­cies (53%) tops the list, fol­lowed by spend­ing time with fam­ily and friends (51%) and other fun moun­tain ac­tiv­i­ties (50%), round­ing off the top three. Lo­cal at­trac­tions (47%) and con­tact with na­ture (47%) are also pop­u­lar con­sid­er­a­tions. Spa makes it into the top 10 ac­tiv­i­ties for a well­rounded hol­i­day, with re­sorts ex­pected to be well-equipped with ac­cess to all the nec­es­sary fa­cil­i­ties. Sig­nif­i­cantly, 29% of re­spon­dents also cited ‘do­ing noth­ing’ as a rea­son to go to a moun­tain des­ti­na­tion, in­di­cat­ing a de­sire to just ‘get away from it all’ and en­joy their en­vi­ron­ment.

Nine out of 11 mar­kets re­ported Ja­pan as their top choice for a snow hol­i­day in the re­gion, re­sorts in South Ko­rea were also at­trac­tive op­tions, rank­ing sec­ond be­hind Hokkaido, while the nascent Chi­nese snow hol­i­day scene came in a strong fourth. The sur­prise came from Switzer­land, rank­ing third re­gion­ally and first amongst long-haul des­ti­na­tions.

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