The SA ski market has evolved

She adds that the market is becoming more clearly segmented, with premium clients increasingly willing to pay for higher-altitude destinations, while value- focused travellers and beginners look to lower- cost resorts where savings on lift passes, ski schools and equipment help offset overall trip costs. All-inclusive Nadine Morley, Project Manager at TAG, notes a strong shift towards high- end, all-inclusive travel. “Ski holidays have become very expensive, with land- only packages generally starting from around R55 000 per person and going up significantly in peak season.” Club Med now dominates many family bookings, she says, with convenience being a key driver. “Around 95% of my ski enquiries are for Club Med. Clients love the fully inclusive offering with ski hire, passes and ski school all included.” However, Shirani Gaymans, Travel Adviser at TAG, says tailor-made itineraries remain relevant, particularly for experienced skiers seeking flexibility or better value. “It can work out much cheaper than an all- inclusive, but still offers a lot of value for the client.” These travellers often prefer self-catering accommodation or spending time in ski villages outside resort boundaries. Michelle Powell, Senior Travel Adviser at TAG, adds that both models are relevant as they serve different traveller needs. “We have clients who want to spend time in a small village. The accommodation will range from basic to self-catering apartments.” Morley adds that demand is extending beyond all- inclusive stays. Families are increasingly combining Club Med holidays with additional nights in independent locations to create a more flexible itinerary. Options for multi-resort holidays remain limited due to a relatively small supplier base outside the handful of high- altitude resorts in Austria, Switzerland and Italy. This can make it difficult to package more bespoke high-altitude ski holidays. Gerber says the shift reflects evolution rather than decline. The era of fully hosted group ski holidays has largely faded, but skiing remains firmly embedded in the South African market in a more individualised form. He adds that clients are more selective and better informed. “Instead of using a typical ski specialist, they call the shots, know what it is that they are looking for and often guide the agents as to where they would like to go and why.” He concludes that ski travel is now defined less by standard packages and more by individual choice, shaped by clear trade-offs between cost, convenience and snow reliability. Both SUNnSKI Holidays and JustSki are happy to deal with other travel agents needing ski packages.