Expectations are evolving and people are now looking to go beyond the standard ski holiday, pushing boundaries and seeking authentic experiences. From snow-table dining in private mountain locations, to a private ice hockey tournament in the Ludains international area in St. Moritz, there is now something for everyone.
If that piques your interest, try heli-skiing from the remote Icelandic retreat Deplar Farm, or sign up for an exclusive “Ski and Sail” programme, offering off-piste skiing in the Lyngen Alps from the luxury yacht Firebird.
The rise of the non-skier
In recent years, enquiries have increased notably for non-skiers to visit the mountains on alpine breaks and as such resorts are now having to realign and extend their offerings in order to broaden their appeal.
A considerable amount of investment has gone into evolving this sector. For example, in recent years Courchevel 1850 spent €70 million on an extensive water park, Verbier and Megeve spent €37 million on new sports centres while Val d’Isere is in the process of a €200 million large-scale mixed-use regeneration project.
New food concepts in chalets
Photo: Yves Garneau
Most luxury chalet ‘inclusions’ often read the same, with just the level of service and finer details being different. As such, savvy tour operators are now differentiating themselves from the competition by building on their culinary offerings, with some even providing their own take on the pop-up restaurant phenomenon that has taken off in major cities over the past decade.
At Chalet Joux Plane in Morzine, for example, there is an in-house restaurant concept for guests. Inspired by world cuisine, from traditional Savoyard fondues to Middle Eastern sharing platters and tapas, each menu offers something different. The food is also matched with carefully selected drinks from around the world such as signature cocktails, craft beers and paired wines.
Multi-generational travel
Multi-generational travel is one of 2018’s top travel trends – with children, parents and grandparents all looking to spend time together in the mountains.
Accordingly, many resorts have created accommodation to suit all generations, with experiences suitable for all ages.
Summer Alpine holidays
This past summer has seen an increasing number of clients being lured to the mountains out of season. Guests from the Middle East are particularly keen to escape the sweltering temperatures back home and take in some fresh mountain air.
Resorts are becoming more aware of the need for year-round attractions, investing in hiking and biking trails, adventure parks, golf courses and more.
From marathons and bike competitions to summer festivals and car rallies there is an unbelievable amount of fun to be had.
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