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A New Study from Club Med Shows Aussies Are Hungry For Snow

June 2, 2017 Statistics & Trends No Comments Email Email

Australians are a nation of snow bunnies at heart, according to new statistics released today from Club Med.


Research commissioned by Club Med shows demand for hitting the slopes is strong, with 67 per cent of Australians wanting to go to a ski resort in the future. Whilst one-in-six of those respondents would choose a ski holiday in Australia, more than 80 per cent want to ski overseas. The destinations on Australia’s bucket list? Japan, America and France.

Club Med also separately surveyed their own customers, with 93 per cent of those preferring an overseas snow holiday to one in Australia.

Madeleine Clow-Suares, General Manager of Club Med ANZ, said the interest in Japan ski confirms Club Med’s decision to launch their second snow resort in Japan: “Club Med has seen a progression of 170 per cent in travellers to ski resorts in Asia Pacific in the past five years.  We are thrilled to be the only ones offering a unique snow experience that combines quality instruction, powder Hokkaido snow, Kids Clubs and our unique all-inclusive offer.  Club Med Tomamu will open its doors in December 2017.”


The research reveals that a third of Aussies prefer having fun in the snow than fun in the sun. This is even more prominent amongst frequent travellers with two-in-five preferring snow holidays to summer escapes. And for 18-34 year-olds, the love affair with summer may truly be over with 50 per cent of those respondents choosing the slopes over the beach.

According to the research, a pre-organised trip is most likely to convert non-skiers to go skiing in the future, with the main motivator to book being the chance to learn the art of carving up the slopes. In fact, one-third of 18-34 year-olds want to learn to ski at a snow resort, preferring the convenience of having access to resort facilities, its staff and ski instructors throughout their stay.

More and more, snowy mountains are appealing to non-skiers. The research found that a third of Aussies would like to go to the snow and not ski – favouring other snowy adventures, which can include Aprés Ski dining, yoga, or even cultural discoveries like visiting local villages and landmarks from France to Japan, as offered at Club Med resorts.

It’s not all smooth slopes, though. Australia is an impatient nation, listing poor snow conditions and waiting in line for ski lifts as their top pain points, closely followed by the frustration of queuing for ski equipment.

When choosing a ski destination, value for money and all-inclusive packages are the top two factors impacting decisions. Almost sixty per cent would rather save where they can to ensure the best deals when booking a ski trip and would rather not have to worry about a thing when they arrive at a ski resort – they’d prefer their airport transfers, accommodation, meals, ski hire and lessons to be taken care of from the moment they land.


Club Med Tomamu sits in the Shimukappu Village of the Hokkaido province in North Japan. With modern design and a natural chic aesthetic, the resort respects its mountain surrounds.

Hokkaido is known for its freshly fallen snow and Tomamu opens in time for peak snowfall between December and April. The resort’s ski-in ski-out service leads to 28 runs across 21kms, suitable for beginners, intermediate and advanced skiers. Skiing and snowboarding isn’t all you can do at Club Med Tomamu, with the resort offering a range of additional activities including snow sledding, snow rafting, snow mobile and a sled park.

Tomamu is also home to an enchanting ice village complete with ice-skating rink and icebar, as well as the largest indoor wave pool in Japan, Mina Mina.

Further addressing demand for all-inclusive overseas ski destinations, Club Med will also open a second resort in December, Club Med Samoens, France, bringing their European offer to a total of 21 resorts.

Club Med Samoens is located in the heart of the Grand Massif ski domain, with a 360° view of the mountains and offering an authentic mountain experience with modern amenities and design.

The first Club Med resort to offer full Kids Club care for children between 3-months and 17 years old, Club Med Samoens’ teenage guests can enjoy Passworld inspired by ski and skate, while a snow playground will entertain little ones, and all family members can practice varying levels of ski on the resort grounds.

Guests can enjoy the French Alps lifestyle in a true environment with ski-in ski-out access to the Grand Massif ski domain and the Club Med premium all-inclusive service, placing the best experiences alongside the best destination for snow enthusiasts.

Club Med’s own research revealed that the brand’s all-inclusive package offering was the reason 80 per cent of their customers choose Club Med over other holiday providers.

“Our mission at Club Med is to deliver exceptional experiences where we take care of you from start to finish, in the most beautiful destinations in the world,” Clow-Suares said.

“Our digital Easy Arrival service has meant we can wave goodbye to long waiting periods. Customers can now share their ski level, hire sizes, kid’s needs, and more, all prior to their arrival.  This means they can boot up and hit the slopes as soon as they arrive.”

Bookings for Club Med Tomamu, Japan and Club Med Samoens, France are now open for stays from December 2017.

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