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« Previous Story | The Industry Report Home Page | Next Story » Summer Booking Trends Mirrors Winter In The AlpsBy Patrick Thorne  The summer of 2009 is still young and perhaps too early to call, but of those willing to provide hard stats so far, P&V (also known as Pierre & Vacances or PV-Holidays), the leading provider of holiday accommodation in the French Alps, presented what appears to be a typical picture. "P&V, as a whole, started the summer season with bookings down by as much as 55 percent," Cathy Rankin, sales and marketing manager told The Industry Report. "However, since we have introduced new discounts and incentives, there has been strong pick-up, particularly closer to the departure time with bookings improving by 3 - 4 percent each week." She said the final outcome of this trend is impossible to predict, but it could mean that the company ends the summer equal, or maybe even up, on summer 2008, worst case, not badly down. There are three factors working in favor of Europe's mountain resorts, despite the on-going economic uncertainty. A large number of consumers actually have much more money in their pockets because low interest rates have halved mortgage repayments for millions of families, and with little interest accruing on saved money, some are choosing to spend. Unusually warm temperatures across northern Europe have put global warming back in the news and Swiss resorts like Gstaad already have produced a direct correlation between record summer business and record temperatures in Europe's cities. There is much more confidence in both direct online booking and in travelling across the old national borders in an increasingly integrated Europe. That means consumers can find accommodations they know they can easily reach, and that they will be of a high standard when they arrive. The ski resorts are working hard, too, with innovative ideas to attract more customers. For example, the Monterosa SpA company, which operates ski lifts around half-a-dozen villages in the Northwest of Italy, has a new campaign underway. "We've started a new communication campaign for Summer 2009, with an online prize-winning competition, so we expect to have more tourists coming up here this summer. We also are allowing people with mountain bikes to use the lifts to go up the mountains this summer, and this is again something new for us," Paola Turchetti of the company's official promotional arm, the Snow&Feelings Agency, told The IR. "We believe that winter will still be our 'main course,' but that summer is becoming more and more important. Our goal is to develop and advertise all the sport activities that can be done in summer, and even just the simple thing to be here, amongst these beautiful mountains," Turchetti said. The mood is also upbeat in nearby Cervinia, one of Italy's largest resorts which shares the Matterhorn with Zermatt over the border and is currently one of the dozen or so European ski areas that still offers summer skiing (down from more than twice that a decade ago),. Giorgio Pession, Chief Executive Office of the resort's lift company, says that, despite the current world financial crisis, the company could see "some signs of improvement." "The company has kept ski pass prices unchanged for the summer and upcoming winter season and offers a number of special promotions and attractive packages," Pession said. "The lift systems can be used, not only for skiing, but a number of activities such as mountain biking, mountaineering, trekking, and also for relaxation, attractions that only Plateau Rosą and the glacier can offer, and it's in splendid condition this year." There are plenty of innovative ideas to boost summer tourism. Artificial ski slope manufacturer Neveplast has reported booming sales of its product to build summer tubing installations with more than 50 constructed last summer and many more going in now. Year-round attractions like downhill roller coasters and treetop ropes courses also are popping up. Tourism officials in the stunningly beautiful Swiss Jungfrau region have decided to take the opportunity this summer to launch a self-guided climate change tour of the region. "Climate change is happening, and the Alps are already feeling the impact," said a statement from the region, which takes in the area around Interlaken, Lauterbrunnen, Murren, Grindelwald, and Wengen, as well as several spectacular mountains, including the Eiger. The region is home to some of the longest established downhill ski slopes in the world. The climate change guide can be used on iPhones or can be rented for 20 Swiss Francs a day. Experts from the University of Bern guide visitors along seven paths, pointing out the first signs of change in the region. The latest results of their research are attractively presented in a language anyone can understand in the Jungfrau climate guide. Back to France and P&V: The company also has been promoting a big French sales tax cut which will affect holiday visitors to the mountains this summer and next winter. The company is anxious to position France as an affordable choice for a family summer or autumn holiday, as well as winter. Its "Eurobuster" discounts are up to 45 percent off all properties until November. Sales tax on all restaurants and cafes in France has been slashed from 19.6 per cent to 5.5 per cent effective early this month and has led to big savings for consumers. This will translate into a saving of approximately 10 percent when passed onto customers. The move aims to stimulate consumer spending in the busy summer period throughout the country. Nicolas Rochedy, who runs the Chabichou hotel and restaurant in Courchevel in France's Three Valleys, a Michelin two star property, told The IR what the likely effect will be. "As well as being able to reduce costs for the customer, the tax reductions will also mean better service and salary increases for staff, as well as more employment at resorts. We therefore welcome the tax cuts as a way of both improving customer service and encouraging more visitors to the Three Valleys - a view that is shared by other hotels and restaurants in the region," he said. What It Means: It appears summer in the Alps isn't a whole lot different than summer in the Sierra or summer in the Green Mountains or the Rockies. Last minute shoppers are globally seeking good online deals at mountain resorts. Planning very far ahead is no longer in their psyche. But, that French tax cut makes a resort getaway look, well, tres bon. « Previous Story | The Industry Report Home Page | Next Story » Comments
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Posted by: Dejan Romih | July 18, 2009 01:36 AM
