An annual customer survey by ski holiday travel agency has found (or perhaps that should be ‘confirmed’) that reliable snow conditions are the most important thing we consider when we book our holidays.
78% of skiers put snow reliability top, well ahead of value for money (56%) and size of ski area (46%). In addition, six in ten skiers (61%) say they deliberately book high-altitude resorts so they don’t have to worry about conditions. That now appear to be coming a habit rather than a passing trend.
In other findings, more skiers are using AI to help with their holiday research, although it’s still less That said it’s the fastest growing research method, having quadrupled from 2.2% last year to 8.7% in 2026.
Trusted human sources are still more popular for now though, although “having “been before” was the top deciding factor at 55%. Reading articles online came in second at 53%, word of mouth got 51% and reviews 42%. Alongside AI though social media has also climbed as a source of inspiration, up from 15% to 23%.
In terms of booking method most skiers (58%) prefer to book online, and 60% book a package rather than piecing a trip together themselves. But the pull towards human guidance is growing: the share who would rather speak to an expert as in the pre-internet age has risen from 20% to 24% year on year. When booking online, trust in the provider is the top priority, as it was last year, named by 73%, alongside ease of booking (68%). Nine in ten skiers compare two or more websites before deciding.
IGLU’s research consistently finds the wild après-ski cliché to be a myth. Just 9% are looking for a club-style night out, broadly unchanged from last year, while skiers want sunny terraces (52%), a good in-resort restaurant (53%) and a hot tub to unwind in (50%). Beer remains the après drink of choice (43%), and tartiflette is the nation’s favourite mountain meal (20%), ahead of pizza and raclette.
In other findings France remains the clear favourite among respondents at 37%, with Italy (19%) now edging ahead of Austria (15%). The survey also reinforces that intermediates form the core of the market, with 46% identifying at that level and a further 32% describing themselves as advanced. Travel patterns highlight skiing’s sociable appeal: 37% go with family, 31% as a couple and 28% with friends. When choosing a trip, convenience outweighs pure cost, as having a local airport (56%) and a quick transfer to resort (54%) both rank above simply opting for the cheapest option (49%).
Only a tiny percentage put environmental concerns as a key factor in their holiday choice with only 4.5% committed to booking exclusively eco‑focused accommodation.
Reflecting on the trends emerging from the 2026 results, IGLU’s Managing Director Simon McIntyre said, “After 27 years of sending skiers to the mountains, we can see the shifts clearly. AI is changing how people research a holiday, and we’re fully embracing that, but the data is just as clear that skiers still come to trusted experts when it counts. What hasn’t changed is what matters most: reliable snow, a company you trust, and the flexibility to book the trip that suits you.”
Image top credit: LukaLeroy Toussaint