A recent survey on travel motivation for snow holidays delves into key considerations and trends, uncovering useful insights that shape demand for snow holidays with over 3500 respondents across seven markets in Asia; Hong Kong, China Mainland, Japan, Malaysia, Singapore, South Korea and Taiwan markets.

According to the study, the most popular snow holiday destination for Hong Kong residents is Japan. It was found that Hong Kong respondents had the highest spending budget of any region in APAC, with each person spending more than HK$4,800 per day on their trip.

“Club Med has played an instrumental role in shaping the evolution of snow holidays over the years, since we introduced the all-inclusive concept to the ski holiday industry with our first Mountain Resort opening in Leysin, Switzerland in 1957. With new capacity from the opening of Club Med Kiroro Peak, Club Med Kiroro Grand, Club Med Changbaishan, Club Med Tignes and Club Med Val d’Isère, the business volume of APAC markets has increased by 107% compared to winter 2019, and by 22% compared to winter 2019 excluding the new capacity. This increase is mainly due to the increased investments in recent years to upgrade the mountain’s Resorts portfolio, the opening of new Resorts in the European Alps and Japan, and to the continued internationalization of customers.

Besides providing valuable data and proof points that define preferences of travellers while planning their snow holidays, this study validated our Mountain strategy and how premium all-inclusive experiences perfectly align with travellers' needs for a memorable winter holiday,” said Rachael Harding, CEO of Club Med in East, South Asia and Pacific Markets.

She added, “Since 1950, Club Med has dedicated itself to reinventing the alchemy of happiness. Given the evolving lifestyle and demands of travellers, it is imperative for us to understand their expectations so we remain relevant in our engagement and identify key drivers to elevate the Club Med experience. With the rising demand for snow holidays, Club Med's exceptional offerings will continue to be a source of joy and adventure for our guests."

The survey brings to light six key findings on the evolving trends in snow holidays. From essential motivations behind choosing a winter holiday to preferred destinations and budget considerations, the survey revealed useful information about the forces driving demand from APAC travellers.

For precision of insights, the findings will reference collectively markets Hong Kong, Japan, Malaysia, Singapore, South Korea and Taiwan as East and South Asia, and Pacific (ESAP), and ESAP and China Mainland collectively as Asia Pacific (APAC).

1. Snow Holiday Preferences: What Travellers Want

Snow holidays have become increasingly popular among Asians, with over half (50%) of respondents citing a desire for exhilarating winter sports and captivating snow-covered landscapes as their primary motivators.

Beyond this, travellers are also seeking to escape the monotony of daily life (45%) and explore new cultures and cuisines (30%). Excursions to local sights, indulging in spa treatments, tasting local delicacies, and convenient ski gear rentals are among the top desired additional services for snow holiday enthusiasts.

For snow holidays in APAC resorts, travellers are expecting to travel on average 8 days while 12 days was the anticipated length of travel for long-haul snow holidays in Europe.

2. Destination is Key to a Memorable Snow Holiday

The foremost consideration when planning a snow holiday is choosing a destination that boasts a wide variety of winter activities. Subsequently, finding appropriate lodging and factoring in the current weather conditions are crucial. These aspects hold significant weight for travellers planning their winter holidays.

Japan tops the chart as the most popular snow holiday destination, with 40% of respondents choosing it as one of their top two choices. Switzerland is a close second at 39%, followed by Canada at 27%. China Mainland follows in fourth place at 24% mainly driven by the domestic market as well as Hong Kong and Taiwan markets.

39% of Hong Kong respondents selected Japan as their primary destination, followed by Switzerland (30%) and Canada (29%).

According to Hong Kong interviewees, however, "cold weather" is the greatest barrier to ski vacations.

3. The Thrill of Snow Sports

54% of the respondents said that the primary appeal of snow sports lies in the thrill and pleasure they offer. Especially for those in Hong Kong (46%), ice and snow sports can enhance their personal image and serve as a status symbol.

Three in four respondents indicated experience in skiing and/or snowboarding, with skiing being the more popular winter sport. In fact, Japan (95%) and South Korea (90%) showed high levels of snowboarding or skiing experience, attributed to the proximity of snow slopes within both markets and hence the likely familiarity with winter sports.

For families with children, 6 to 8 years old is considered as the ideal age to start learning winter sports.

4. How Travellers Plan and Book Their Accommodations

APAC travellers tend to start planning for a snow holiday 3.4 months ahead except for China Mainland and South Korea indicating a shorter window of less than a month, while Singapore and Malaysia planning 4 to 6 months ahead, much more in advance than the others.

Travel inspiration is significantly acquired through digital channels and social media (48%) and online travel agencies (44%), followed by online blogs and communities (26%). Recommendations from family and friends exude a strong influence (38%) while other notable channels of travel inspiration are offline travel agencies (31%), TV travel shows and channels (29%) and travel/lifestyle publications (24%).

The top 2 factors when planning snow holidays centre around the destination and winter activities available, followed by type of accommodation and facilities.

Over 68% of the respondents prefer to stay in hotels and resorts for their snow holidays, with higher preference of resorts seen among those with kids compared to couples or singles.

Nearly half of travellers book directly their holidays on branded websites. This inclination towards both owned websites and offline travel agencies underscores the importance of maintaining a robust online presence and ensuring a seamless, personalized booking experience to cater to the varied booking behaviors of snow holiday makers across the diverse markets in APAC.

As for expected travel budget, Hong Kong respondents anticipate spending approximately HK$4,800 per day on travel, which is the highest in APAC and is only matched by Malaysia.

5. All-Inclusive Packages Appeal to Travellers for Convenience, Value and Peace of Mind

Two in three respondents claim to be aware of the term ‘All-Inclusive’, with significantly higher awareness seen among those with kids. Across markets, awareness is strongest in Hong Kong and Taiwan, followed closely by Singapore and Malaysia.

According to Hong Kong respondents, 84% believe that resorts should have children's clubs, ranking second only to China (85%), compared with other APAC regions.

Over 80% of respondents find all-inclusive snow holidays appealing because they offer convenience, value, and peace of mind as they significantly reduce the risk of ill-planning, making them a preferred choice for those looking for a worry-free and enjoyable winter getaway.

Travellers also value the dining experiences, return airfares and airport pick-up services included in these packages. Access to specialty restaurants and bars, and the ability to availability of ski and snowboard equipment rental onsite also help to make these packages even more appealing.

For families with kids, the precedence of kids care facilities naturally remains an important element for snow holidays.

6. Stress-Free Snow Holidays for Families: Easy Planning and Peace of Mind

All-inclusive snow holidays can be a great option for families, as they provide everything needed for a memorable experience in one package.

86% of family respondents agree that an all-inclusive snow holiday is more convenient than buying and organizing different holiday elements separately, and that it provides the opportunity to enjoy different types of activities for one price. Additionally, 82% of family respondents agreed that all-inclusive snow holidays offer better value for money than à la carte holidays, and 83% agreed that they reduce the risk of ill-planning.

When asked who they want to travel with, spouse and children were the top two options for respondents. This illustrates the importance of family-friendly amenities and activities when planning a snow holiday.

All-inclusive holidays are ideal for Hong Kong people with heavy workloads

Stuart de Bourgogne, General Manager of Club Med Hong Kong and Taiwan, said: "Japan remains the preferred destination for Hong Kong people during snow holidays. Hong Kongers are more interested in traveling to Japan since the yen dropped last year. They have higher travel budgets than people from other parts of APAC, and they love of all-inclusive resorts! It's probably because Hong Kongers are too busy to plan vacations. Club Med All-Inclusive resorts not only offer accommodation, all-day dining and various activities, but also childcare facilities, so parents can relax, and kids can enjoy themselves. Parents can enjoy their vacation to the fullest without worrying about planning their itinerary.”