February 2025 Travel Trends Report: Winter Resorts for Non-Skiers
With peak ski season now underway, many are heading to snowy destinations around the world to chase the ultimate adrenaline rush.
But new research suggests that UK travellers are spending less time on the slopes, with just two hours per day devoted to skiing on a ski break.
Sledding (38%) was the third most popular activity for those looking to enjoy the snow beyond skiing, and with the ski season typically beginning in December, taking a sleigh ride (38%) was also popular amongst respondents.
The top ten winter resort activities travellers want to try the most:
- Spa day – 46%
- Hot tubbing – 45%
- Sledding – 38%
- Sleigh ride – 38%
- Dog sledding – 34%
- Snowmobiling – 30%
- Snowboarding – 28%
- Snowshoeing – 21%
- Tubing – 19%
- Ice climbing – 19%
When asked what else, other than skiing, is desirable on a ski holiday, over half (51%) said spending quality time at the hotel or chalet with family and friends is important.
With our internal data showing a sharp 150% year-on-year rise for group chalet bookings, it’s clear there is a growing desire for cosy, full-family stays.
What else can you do at a ski destination?
Our study shows UK travellers are seeking more enriching moments on their snow-filled getaways.
Just as the rise in our chalet bookings suggests, spending quality time with friends and family at their accommodation is the top activity beyond snow sports (51%).
Exploring the local area is also high up on British travellers’ list, as well as trying out local cuisines (49%), exploring new towns (47%) and walking/hiking (42%).
Other relaxing activities that came out as a popular choice include enjoying drinks (42%) and shopping (30%), with time for reading also high on the list (28%).
Popular activities, aside from skiing, to enjoy at a winter resort:
- Spending quality time at the hotel/chalet with family and friends - 51%
- Trying out local cuisines - 49%
- Exploring local towns - 47%
- Walking/Hiking - 42%
- Enjoying drinks - 42%
- Shopping - 30%
- Visiting local architecture 28%
- Reading - 28%
- Trying another snow sport that isn't skiing - 18%
Why a ski holiday?
We asked respondents about whether they can ski, and it turns out most of the nation doesn’t. Our study showed that 62% don’t know how, yet 40% said they are interested in trying.
Meanwhile, one in six (15%) say their lack of ability would put them off going to a winter resort. However, with skiers only spending an average of two hours per day actually skiing on the slopes, it’s clear there’s an appetite for enjoying the mountains off the slopes.
Planning a ski holiday? Here are our expert recommendations of where to go
For those who want the perfect blend of adrenaline-pumping runs and après-ski experience, spa treatments and cosy mountain lodges, we have few standout resorts to visit for a dynamic winter getaway.
France
Best for: Multi-gen families and fun
France continues to reign as a top choice for ski holidays in 2025, with 90% of our bookings to France in 2025 dedicated to skiing. And it’s easy to see why – with world-class resorts and outstanding family-friendly hotels, it’s the perfect destination for multi-generational ski trips.
Courchevel has now overtaken Val d’Isère as our most booked French ski resort, and for families, Portetta Courchevel is a clear winner. It’s been our most booked ski hotel in France for two consecutive seasons, with bookings up 20% year-on-year for 2023-24.
Families love it for its ski-in/ski-out access, relaxed alpine charm, and our exclusive Explorers Kids Club, ensuring that younger guests are entertained while parents make the most of the slopes.
Whether it’s grandparents enjoying long lunches in the Fire & Ice bar, teens tackling the Three Valleys’ vast terrain, or little ones learning the ropes with expert instructors, Courchevel delivers unforgettable experiences for all ages.
Switzerland
Best for: Spas and relaxation
Switzerland isn’t just about pristine slopes – it sets the gold standard for combining wellness with alpine serenity.
Nowhere embodies this better than Zermatt, which continues to top the charts as our most booked Swiss ski resort, and for those looking to unwind in style, The Mont Cervin Palace is the perfect retreat.
Guests can rejuvenate in the 5,500-square-foot spa, soak in the heated outdoor pool with breathtaking Matterhorn views or indulge in world-class treatments after a day on the slopes.
Swiss spas take wellness to another level, incorporating alpine botanicals, thermal waters, and expert therapies designed to restore and recharge. Whether it’s a post-ski massage, a detoxifying hammam session, or simply basking in the crisp mountain air from a bubbling outdoor hot tub, Switzerland turns relaxation into an art form.
Italy
Best for: Trying out local cuisines and exploring towns
For foodies, we recommend Italy. Skiing in Italy is as much about the flavours as it is about racing down the mountains. The Dolomites, our most-booked Italian ski region, is home to some of the best mountain dining in the world, blending Italian, Austrian, and Ladin influences into something truly special.
From handmade pasta and rich venison stews to traditional speck and creamy polenta, every meal is an experience. Resorts here are dotted with cosy mountain huts (known locally as rifugios) where skiers can stop for long, indulgent lunches with stunning views.
Hotel Tyrol in Val Gardena provides easy access to both skiing and charming villages, while Hotel Ciasa Salares in San Cassiano is a must for gourmets, boasting a cheese room, chocolate cellar, and an impressive wine selection.
Whether it’s a simple plate of fresh truffle pasta or a multi-course Michelin-starred meal, Italy turns ski holidays into a true culinary journey.
Austria
Best for: Spending time with friends/family
Austria’s ski resorts are designed for togetherness, making them ideal for families and groups of friends looking to share unforgettable moments both on and off the slopes.
St Anton, our most-booked Austrian resort in 2024, is perfect for this, offering superb skiing alongside a lively, welcoming atmosphere. The resort’s outstanding range of chalets makes it easy to create a home-from-home in the mountains, with Chalet Artemis standing out as the top choice.
This exclusive six-bedroom chalet blends luxury with sociable spaces - think a private cinema for movie nights, an indoor pool and sauna for après-ski relaxation, as well as a fireside lounge for long evenings of laughter and good wine.
Whether you’re skiing together by day or sharing stories over a gourmet chalet dinner, Austria makes quality time effortless.
Conclusion
As we move into 2025, it’s clear that winter holidays are no longer just about skiing. UK travellers are seeking diverse experiences that blend relaxation and adventure, from spa retreats in Switzerland to culinary adventures in Italy and family-friendly fun in France.
With ski resort bookings on the rise and group stays increasing significantly, now is the time to plan a winter getaway that offers the perfect balance of adventure, relaxation, and quality time with loved ones.
Whether you’re skiing, sledding, or simply soaking up the alpine charm, there’s never been a better time to explore the mountains.
Looking for a chalet break? Visit here for inspiration.
Call us on +852 2829 2000 to start planning
