How is the ski industry changing in 2022?


After some turbulent years marked by the pandemic, the time has come to make some reflections and draw conclusions on how the ski industry is evolving for the remainder of 2022 and, above all, for the year 2023.

The Covid19 has taught us to prevent, to know how to face the possibility that at any time situations may arise in which our daily life stops, and this has been reflected in many areas, including, of course, in sport, and specifically in winter sport.

The year 2020 meant the obligation to close some of the most famous and busiest ski slopes in the United States. It also meant the cancellation of some passes that had been purchased in advance, or the creation of new offers for the following year in the event of not being able to return previously purchased tickets.

It also gave rise to other more important reflections, such as awareness of the damage that humans are doing on the planet, and that is bringing climate change that affects in all areas, but in the temperatures needed for skiing even more directly.

In short, it is time after these two years to draw conclusions about how the world of skiing is evolving, and that we can take into account for the coming winter seasons. Let’s see which are the aspects in which the ski experts, and in finances around the investment in this sport, are paying more attention:

Awareness of the COVID era and its consequences on ski injuries.

Until before 2020, when a person purchased one of the most common ski passes, such as the Epic Pass or the Ikon Pass, they bought it with all its consequences. This means that, across the board, the money was not refunded when a person had to abruptly stop using it because of some consequence of their vacation days.

The COVID era, and the reality of having to return thousands of previously purchased passes, meant that the big ski companies had to change their ways. For the following season, which was already late 2020 and early 2021, they had to offer the possibility for a person to cancel their pass because they had caught COVID.

This definitely opened the door to other cancellation possibilities, and therefore a new awareness of ski injuries. If you are a big fan of the sport, you may have had the unfortunate experience of twisting an ankle or breaking a bone and having to cancel your vacation.

Well, from now on, and precisely because of the premise given by Covid, it is possible to have insurance that certifies the refund of the money for a ski pass also if an accident happens.

Climate change and sustainability

Another issue that needs more and more reflection, also from the side of the companies dedicated to the sport of skiing, is climate change and sustainability.

This is a growing issue, especially after some seasons in which the generalized rise in temperature on the planet has meant that places with historically high quality snow have suddenly had very bad seasons.

Therefore, companies have started to market concepts in relation to the care of the planet, in order to be able to enjoy great snowfalls as in the past: the creation of sustainable products, for example, the elimination of some transports within the ski slopes that could be polluting, and the recycling of many products, such as the skis themselves or clothing, are just some of the things we are going to see in the coming years. This, in fact, will be an important part of the evolution of the financial aspect of ski companies.

The democratization of skiing and the type of year-round slopes.

Traditionally, skiing has been very much associated with high-income families. This is because practicing the sport is certainly not inexpensive: paying for passes, resorts, ski passes, ski rental and ski clothing are some of the expenses that have to be met.

This is why recently there has been a lot of talk in the U.S. market about closed ski slopes in order to practice skiing in a less professional way. While in Europe, and specifically in Spain, there are already some of these sites, in the United States the first one was opened in 2019.

This type of skiing place is not going to be able to replace the stunning landscapes of the mountains. But it will give the opportunity to people who want to have fun trying skiing, even if they don’t have the right equipment or clothes to do it.

Preparing for other natural events, such as avalanches.

Skiers are often true fans of the sport, which is why they come back year after year during their winter vacations to devote themselves to skiing. When the pandemic forced the closure of most of the world’s slopes, particularly in the United States, many of the fans were not able to give up the pleasure of skiing and decided to do it off-piste, on their own.

This, and the fact that the trails were heavily snow-covered precisely because they were not used for confinement, led to some avalanche accidents in 2020, even causing deaths. With the return to the slopes and reality, also came the new factor of worrying about awareness and knowledge of everything you need to do when you are backcountry skiing, in places that are not measured or regulated by a ski slope.

Technology also reaches the ski industry

Finally, and as we told you in previous blog posts, the ski world has also been convinced by the advances in technology. This is going to be an essential part of the future of this sport, and we can already see some advances in apps to learn and practice skiing online, without the need for a physical trainer.

Ski equipment is also going to become more and more intelligent, and this is one of the market niches that will evolve the most in the coming seasons.

It is important to know a little about all this, because in the case that, for example, you have invested in a property in a ski area, the new advances that come with the world of skiing, will be enormously useful to continue having a good profitability.

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