All three are important factors in the fact that ski resorts are already seeing a sharp increase in demand ahead of the winter season.

For those who have planned to spend Christmas and New Year on the ski slopes, it is already too late to book in many places. With Christmas Eve on a Monday this year, it provides excellent opportunities for someone who wants to maximize their Christmas vacation without having to take many vacation days.

This is also reflected in the booking situation, says Mikael Elford, Marketing and Sales Manager for Branäsgruppen, among others.

”"Christmas and New Year have gone fantastically well. New Year has been fully booked for four weeks now," he says.

However, Branäs in northern Värmland is not only noticing an increase around holidays and vacations.

”"We are 15 percent above the previous year in terms of bookings and we are also seeing a huge increase in ski and lift rentals after we streamlined our booking system, which has meant that pre-bookings have increased significantly," says Mikael Elford.

The dominant player in the market – Skistar – with facilities in Sälen, Vemdalen and Åre, can point to the same trend.

In connection with the latest interim report in October, CEO Mats Årjes highlighted a forecast of a five percent increase in bookings for the upcoming season.

”"Last year was an absolutely fantastic winter season depending on the weather and snow availability, but we currently have no reason to see any other forecast, but see that this trend is continuing," he tells TT.

There are several reasons why interest in ski holidays continues to show an increasing trend, even though last year's booking figures were so high. With the krona losing value and making Alpine holidays in euro countries like Italy or Austria increasingly expensive, many people are choosing to stay at home instead. Mikael Elford also sees a climate aspect.

”"The flight is being debated and then it may not be entirely right to fly, which of course suits us well as we are within driving distance of, for example, Stockholm."”

TT: Are you worried about an interest rate hike around the corner?
”We are always worried, but at the same time we believe in our product.”

Mats Årjes also believes that it is not entirely obvious that an interest rate increase from the Riksbank and an increasingly stronger krona will necessarily affect ski resorts.

”"If disposable income decreases, it will of course affect private individuals. At the same time, we have had a situation where people have been able to treat themselves to more than just a vacation, and then we don't know what they choose to prioritize. What we have seen is that the trend of active vacations seems to be increasing all the time."”

”"We have chosen to focus on these Scandinavian locations and with our facility in Austria as a great complement. We are now working on developing our existing business and have no intention of acquiring businesses in, for example, Central Europe."”

Source: TT