Club Med Launches First Asia-Pacific Snow Holiday Report
New Survey Reveals More Than 600,000 Hong Kongers Have Fallen In Love With Snow Holidays In The Last 3 Years
— Sometimes In Surprising Ways
HONG KONG, CHINA – Media OutReach – September 4, 2018 – Club Med, the Premium All-Inclusive operator and global ski holiday leader has unveiled Asia Pacific’s first snow holiday* report, identifying key insights and influences that drive snow holidays across 11 markets, including findings for Hong Kong, 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 avid snow hunters.
*Snow holidays are defined in the scope of the survey as a trip of at least 2 nights to a snow mountain destination of which ski or snowboard and other activities may be a part of.
- 650,000 Hong Kongers and 238 million people from Asia Pacific have taken a snow holiday in the last three years
- While ski and snowboard are core to the snow holiday, a large variety of other activities are considered by Asia Pacific travellers. Hong Kong outperformed the market slightly on ski and snowboard as a major activity at 67% vs Asia Pacific at 63%
- More Hong Kongers cited relaxation (60%) or doing nothing as a major consideration on holiday — far ahead of any other market. Asia Pacific averaged 29%
- Millennials are driving the Asia Pacific market
- Japan and South Korea destinations top the region for snow holidays, while Switzerland is the top long haul destination
- Summer mountain holidays are also growing in popularity
- Hong Kongers have discovered the convenience of the all-inclusive premium holiday with Club Med as the No.1 hotel brand for snow holidays amongst high income earners
Sebastien Portes, General Manager of Club Med, Hong Kong and Taiwan said: “This research is a timely insight into what Asia Pacific & Hong Kong consumers enjoy on a snow holiday. The market is evolving rapidly in line with Asia’s growing affluence and interest can only grow fuelled by back-to-back Winter Olympics in PyeongChang and Beijing. Hong Kong has some unique points and it is going to flourish.
“This survey is an essential new tool that will allow us to inform and service our clients and regional partners as we understand how their habits and needs are developing and as we open new mountain resorts regionally and globally,” he added.
Millennials Lead Rapidly Growing Market
The snow holiday market has seen a 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 and desire to explore the world in a more experiential and different way whether with family or friends.
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 showing strong growth albeit from a smaller base as they seek more experience-based holidays, with fresh and clean air.
While the average age of the Asia Pacific snow holidaymaker is 38 years old, countries with large millennial populations such as China, Malaysia, Indonesia and India are at a younger average age of 34 years old. Japan is the oldest average age of 45 in line with its national demographic. Hong Kong averages 39 years old though a significant 39% of the market is made up of 25-34 year olds.
Currently snow holidays, remain the preserve of the new affluent class and above. 85% of Asian snow holiday goers enjoy a household income of USD 4,000 or more — significantly higher than the comparable general Asia Pacific population at 33%.
Snow holidays are traditionally male dominated but some markets point to a strong female bias and growing interest in outdoor snow adventures beyond skiing and snowboarding. Malaysia (57%), Hong Kong SAR (56%), Singapore (56%) and Australia (54%) led the ranking bias towards more female snow holidaymakers. Japan (83%) and India (70%) were clear male strongholds.
More than Skiing
Unlike in North America and Europe markets which are very ski and snowboard centric, Asia Pacific travellers are looking for a much more diverse snow experience, sometimes with no ski/snowboard practice at all. Hong Kongers who are renowned for working hard and playing hard, have cited that relaxation or doing nothing at all (60%) as an important activity when going to a mountain destination vs Asia Pacific at 29%.
With food at the heart of many Asian cultures, it is not a surprise to see eating local delicacies (53%) top the list, followed by spending time with family and friends (51%) and other mountain fun activities (50%) rounding off the top three. Local attractions (47%) and contact with nature (47%) are also popular considerations. Spa makes into the top 10 activities for a well-rounded holiday with resorts expected to be well-equipped with access to all the necessary facilities.
In Love with Japan, Korea and Switzerland
Nine out of 11 markets including Hong Kong reported Japan as their top choice for a snow holiday in the region. Famed for its scenery, abundance of activities, powder snow and cuisine, snow lovers flocked to Hokkaido within Japan.
Behind Hokkaido, resorts in South Korea were attractive across Asian markets, ranking second while the nascent Chinese snow holiday scene came in a strong fourth. With the conclusion of the Winter Olympics, PyeongChang in South Korea in 2018 and the Beijing Winter Olympics in 2022, interest in both these destinations continues to be fuelled.
The surprise came from Switzerland, ranking third regionally and first amongst long haul destinations for APAC and Hong Kong snow holidaymakers. St Moritz in Switzerland was the top long haul destination for Asians looking for a snow getaway. This was followed by Canada.
On average, 78% of Asia-Pacific travellers stayed longer than four nights and 50% spent at least US$300 per day per person. While 85% of Hong Kong travellers were exclusively to have a long stay.
In Asia Pacific, hotels and resorts were the overwhelming accommodation of choice with 90% selecting this option. High income Asian travellers are also placing a higher premium on comfort and convenience when they travel on a snow holiday.
In the last 12 months, Club Med was a clear market leader when it comes to snow holidays (number 1 hotel brand) in Hong Kong SAR, Singapore and Indonesia amongst the high income group. With 80,000 Asia Pacific clients travelling to its mountain resorts worldwide in 2018, growing by 80% compared to last year, Club Med is getting close to leadership position in all Asia Pacific markets.
Not Just for Winter
Interest in the mountains and snow holidays extends beyond the winter season with an incredible eight of every 10 respondents in the survey citing intent to go on a mountain holiday in summer within the next two years.
Club Med Builds Regional & Global Ski Resort Leadership
With 21 ski resorts in 5 countries, Club Med is expanding its leadership of the mountains with ambitious growth plans to cater to global and regional demand for snow holidays and new mountain adventures.
Following the opening of Club Med Tomamu in Hokkaido in December 2017 alongside Club Med Sahoro situated on a former Olympic site, Club Med is growing its resort portfolio in Asia Pacific in the next three years. It will open in Pyeongchang, South Korea and Thaiwoo in China, 2 Olympic sites from the 2018 and 2022 Winter Olympics.
In Europe, Club Med has 17 snow resorts including one nestled on the globally-renowned and Asia’s favourite slopes of St Moritz. Club Med plans to open one new mountain resort in the Alps every year. It will also be back in North America with the opening of a resort in Charlevoix, Quebec, Canada in 2020-21.
The research for the first Club Med Asia Pacific Snow Holiday Report was conducted by Insightzclub in March 2018 among 5,500 respondents in 11 markets of Asia Pacific.
Club Med Winter Package Early Bird Offer
Club Med is bringing special Early Bird Offers to Hong Kong travellers to experience the premium all-inclusive Winter holidays in its upscale resorts. The all-inclusive holiday packages, including accommodation, ski pass and lessons, gourmet cuisine, kids clubs and open bar. The Early Bird Offer guarantees the best price for this Winter and must be booked by 12 October 2018 on www.clubmed.com.hk or call +852 3111 9388.
ABOUT CLUB MED
Club Med is the worldwide leader in upscale Premium All-Inclusive holidays. Guests have the freedom to enjoy the wide variety of services and activities that our Resorts offer, be it on their own or with others. The extraordinary Club Med experience includes accommodation with refined comfort, all gourmet meals, all-day bar and snacking, ski passes and snow sports with lessons, night entertainment and parties, as well as children’s clubs for all ages. Guests get to enjoy true quality time with their loved ones knowing that everything is safe and taken care of. Club Med offers them the chance to discover amazing moments together, as well as become amazing themselves.
With around 70 resorts located all over the world, 21 being ski resorts, vacationers may look forward to spending a truly amazing holiday at exotic locations!
Phone: +852 3111 9388