French resorts are looking forward to a good start to the season. Despite the lack of snow, winter sports enthusiasts have not given up on their holidays.
Even without snow, mountain habitués have not given up on holidays. French resorts are delighted with a good start to the season, driven by the good data from the Christmas holidays. In the period from December 17, 2022 to January 6, 2023, the occupancy rate rose to 70%. A figure “up by 5%” compared to the same period last year, rejoices Joël Retailleau, director general of the National Association of Mayors of Mountain Resorts (ANMSM), on the plateau of BFM business.
“It must be remembered that this figure is to be compared with the winter of 2021/2022 which was, for many locations, exceptional or even historic after a winter without ski lifts and therefore without board sports,” recalls Joël Retailleau. .
The lack of snow in some massifs at the end of the year therefore didn’t affect bookings. Temperatures were abnormally high in December, too mild weather that didn’t bring enough snow. Some localities, especially in the northern Alps and in the mid-mountains, have even been forced to close their areas. “The good figure for these holidays is that the holidaymakers are there, despite this very random snow cover,” underlines Joël Retailleau, who also notes the effect of the return of international holidaymakers.
Diversification policy
Vacationers no longer necessarily shun the mountain if the snowpack isn’t enough to hit the slopes. For several years, to broaden its clientele beyond just skiers, the French mountain has pursued a policy of diversification. Resorts rely on other recreational activities, such as snowshoeing, and multiply festive events. “We come to the mountains in winter to ski, but also to take advantage of the great outdoors, to recharge our batteries, to have fun with friends and family”, assures the director general of the Anmsm.
Furthermore, the inflationary environment does not appear to be holding back holidaymakers. The winter sports regulars, who return every year or two, are there despite everything. “It’s a habit,” says Joël Retailleau. Furthermore, he adds, “fixed prices have increased proportionally to inflation, and then all services equally”, which means that “there has not been a considerable increase. For the rest of the season, the outlook looks quite good The occupancy rate is currently at 60% for January.