The affordability of ski holidays for British travelers has reached a crisis point, with soaring costs forcing many to forgo their annual trips to the slopes. Rising expenses, driven by inflation, increased energy prices, and a weak exchange rate, have made skiing an increasingly exclusive pastime.
Skiing Becomes a Luxury for Many
Skiing has long been associated with high costs, but the financial burden has intensified in recent years. The cost of living in the UK has risen sharply since the pandemic, with inflation hitting 3% in the 12 months to January 2025. A similar trend is being observed globally, with no relief in sight due to ongoing economic instability.
There are approximately 1.8 million skiers in the UK, but a survey conducted by the Mountain Trade Network (MTN) in October 2024 found that 47% of them had no plans to ski this winter due to financial constraints—a significant increase from 40% the previous year. Additionally, a flash poll by Telegraph Ski revealed that 70% of respondents consider ski holidays unaffordable.
Budget-Friendly Resorts No Longer an Option
Traditionally budget-friendly ski destinations are also seeing steep price hikes. Bulgaria has long been a go-to location for affordable skiing, with resorts such as Borovets and Bansko ranking among Europe’s cheapest in the Post Office Travel Money Ski Report for 2024/25. However, a full ski trip—including a six-day lift pass, equipment hire, lessons, and daily meals—now costs between £563 and £573, excluding accommodation and flights. A half-board, four-star hotel package in Bulgaria next season with IgluSki starts at £460, making it clear that even budget skiing requires a substantial financial commitment.
Why Are Ski Holidays So Expensive?
The increasing cost of ski holidays is driven by several factors, including:
Rising Energy Costs: Resorts rely on energy-intensive infrastructure, from ski lifts to snow cannons, which has led to significant price hikes.
Weak Exchange Rates: The British pound’s struggle against the euro and the US dollar has made European and North American ski trips more expensive.
Infrastructure Investments: Upgrades to gondolas, lifts, and snow-making facilities have led to higher ticket prices, with daily lift passes in the US reaching $300 and weekly European passes costing up to €400.
Luxury Accommodation Boom: The addition of high-end hotels and chalets in resorts such as Cervinia, Italy, has driven up local prices, even in historically budget-friendly locations.
Jérôme Grellet, CEO of SETAM, the lift management company in Val Thorens, France, highlighted the impact of infrastructure costs. “Gondolas are comparable to airplanes in terms of costs. Ten years ago, a gondola would have cost €12 million, whereas today, it is €20 million,” he said.
Adapting to the Rising Costs
Despite the cost increases, British skiers are finding ways to keep their trips affordable. Many are opting for self-catering accommodations, staying in three-star hotels rather than four-star options, and choosing to drive instead of flying. According to MTN’s autumn 2024 consumer research, 34% of skiers planned to stay in apartments this season—up from 28% last year—while the number choosing four-star hotels dropped from 31% to 24%.
Alison Willis, general manager of Peak Retreats, a specialist in French ski holidays, noted that “self-catering offers better value and allows skiers to control food costs by preparing meals.” Many resorts have also introduced designated picnic areas, further encouraging this budget-conscious approach.
Insurance Cutbacks Raise Safety Concerns
One concerning trend among cost-conscious skiers is a reduction in insurance coverage. James Gambrill, general manager of the Ski Club of Great Britain, observed that premium insurance policies, which cover off-piste skiing without a guide, are selling less frequently. “Some skiers may take the risk of just one off-piste run, but without the right insurance, accidents can become extremely costly,” he warned.
Skiing Beyond Europe
For those willing to venture further afield, alternative destinations may offer better value. In the US, overall ski package prices have risen by 10% year-on-year, primarily due to accommodation costs. However, Epic and Ikon pass products allow skiers to access multiple resorts for a single upfront fee, with season passes starting at £429.
Japan, meanwhile, is emerging as a more affordable option for British skiers due to a weak yen. “Lift passes in Japan cost around £50 per day, and après-ski dining remains relatively inexpensive,” said Nick Coates, founder of tailor-made ski travel company Different Snow. However, he cautioned that Japanese resorts book up early, requiring skiers to plan well in advance.
Finding Deals and Planning Ahead
Despite the rising costs, savvy skiers can still find deals by booking early or taking advantage of late-season discounts. According to Richard Sinclair of Sno, many travelers are spreading payments over time, making the expense more manageable. “Clients tell us that paying in small installments makes their ski holiday feel almost free by the time they travel,” he said.
Encouragingly, interest in ski holidays remains strong. The Ski Club of Great Britain’s 2024 spring survey found that 52% of British skiers planned to take two ski trips in 2024/25, up from 38% the previous year. “Despite rising costs, demand is holding steady, and resorts report strong numbers of British visitors,” Gambrill concluded.
A Sport for the Wealthy?
For some, however, the rising costs reinforce the idea that skiing is increasingly reserved for the affluent. Sue Butcher, a teacher from Peterborough, and her husband Tim, a retired policeman, have skied with their family for years. They have adjusted their approach by traveling outside peak school holidays to cut costs. “Skiing is becoming a more middle-class sport than ever, but we love it too much to stop,” she said.
Similarly, Nathan Ball from Dumfries, who takes his family skiing annually, had to compromise this season. “We had to opt for a late-season Easter trip instead of our usual mid-winter getaway,” he said. “In 2018/19, we nearly managed three trips for the same price. Now, we’ve switched to more affordable resorts like Les Sybelles instead of Avoriaz.”
Conclusion
While the cost of ski holidays continues to rise, British skiers are finding creative ways to stay on the slopes. Whether by choosing budget-friendly destinations, self-catering, or booking strategically, they are adapting to the financial challenges. However, the question remains: Will skiing become an elite sport, or will affordability measures help keep it within reach for the wider public?
