A new survey of 1,000 skiers and snowboarders has found that they’ll accept higher ski holiday prices averaging up to 11% if it means their trip will have a lower environmental impact.
The survey was conducted by Cenusiwde on behalf of the UK’s longest-established ski holiday company, Erna Low, and polled 1,000 “nationally representative people aged 16 and over who said they ski and/or snowboard”.
The results found that 92% of snowsports enthusiasts are concerned about climate change, and as a result, said they would be willing to pay an average of 11% more when booking their ski holidays – if it helped to cut their carbon emissions.
This figure differed a little across age groups with over 55s saying they were willing and able to dig deep and pay a premium of up to 15% to make a change, while millennials were a little below the UK average in being prepared to pay on average just under 10% more.
“Many snowsports enthusiasts have clearly seen first-hand the impacts of climate change, this means they are fully aware of the impact of holiday choices. As a result, they are willing to make changes, including paying more for a more eco-friendly holiday, to offset this to protect their passion,” commented Paul Lange, Sustainability Manager at Erna Low.
Erna Low has developed a travel sustainability calculator to encourage awareness and action within their own customers.
Image credit: La Plagne