Swedish skiers are skipping trips abroad at Christmas and New Year in favor of holidays on Swedish ski slopes.
Several facilities describe a significant increase in booking pressure compared to the previous year.
Summer has just turned into autumn, but for those who want to spend Christmas and New Year on a ski slope, it's high time to book their trip. TT's survey shows that the pandemic means that interest in holidays at home is also high this Christmas.
Tommy Halvarsson, marketing and sales manager at Idre Fjäll, considers the situation to be very favorable for the ski resort.
”"During Christmas and New Year's week, we have about 22 percent more bookings than the same time last year. We estimate that New Year will be fully booked in about two weeks. We have a large proportion of returning guests, about 80 percent, while the restrictions on foreign travel have benefited us," he tells TT.
During the autumn, a number of different bookings have also been received from Swedish ski clubs that normally go abroad. Skistar, with facilities in Sälen, Åre and Vemdalen, among others, will release new interim figures in October and will not comment on the booking situation in detail. In a comment to TT, CEO Stefan Sjöstrand writes about the booking situation for the facility in Sälen: "So far, the booking situation for the Christmas and New Year weeks is up a full 33 percent in the number of object nights compared to the previous year. The increase in Sälen is related to the fact that this year we have a favorable calendar with an extra week, which with six days off gives up to 16 days of continuous vacation. In addition, we see that the interest in vacationing in the home country is great.".
The Branäs Group, with facilities in Branäs and Kungsberget, among others, shares the opinion of its competitors.
”"The booking situation is really good. We are about five percent better and we have booked up to about 70 percent for New Year. "Homestay" has become big and our product is to be able to be together when you rent a cottage," says CEO Anders Kjällström.
Not unexpectedly, many organizers are moving in the opposite direction, focusing on ski trips to the Alps, among other places. Uncertainty about future infection rates, and what travel restrictions will apply to Swedish tourists, as well as regulations in place, make the situation challenging. Travel company Langley states that the booking rate is now about 30 percent lower, while the situation for the sports holiday weeks looks somewhat better.
”"It has been a super tough time for the entire industry this year and it will be a very tough autumn with some reduced sales compared to a normal year. We hope that there is a shift in the booking pattern and that it will start in a few weeks, but we must be quick to adapt to the restrictions that will prevail," says Sales Manager David Svensson.
Competitor Alpresor also notes a reduced booking frequency of between 10 and 20 percent, with a slight increase at its own hotels in Austria, which CEO Niclas Helgesson believes is related to the company stating that it controls all stages of the travel itself.
However, even the Swedish resorts are struggling with challenges, despite favorable booking conditions. What will happen to foreign guests this winter is still unclear. In addition, a normally natural source of income in the form of après ski will be limited.
”"Of course it has an impact, but at the same time Idre is not associated with après ski, like some of our colleagues in the industry," says Tommy Halvarsson.
TT: Does the favorable development mean that you will also take the opportunity to raise fees for, for example, lift passes?
”"No, we reason that we raise when we have something new to offer guests. We last raised when we installed electric lighting, which allowed us to offer skiing later in the evening.".
Source: TT
