Active millennials are being priced out of skiing and golf vacations


While millennials desire active holidays more than any other generation, financial limitations mean that fewer of millennials are participating in particular types of sporting holidays, such as golf and skiing, according to GlobalData.

Read the full report linked at the end of this article.

The latest report: ‘Exploring Sports Tourism’ states that millennials are most likely to go on an adventure or sports holiday, with millennial participation still being high for a number of sporting holidays, such as surfing. However, some sporting holidays are very expensive and have been seen to ‘price out’ younger people. A consequence of this is falling participation among this generation for these forms of activity holidays, with skiing and golf seeing a particular decline among millennials.

Skiing is one of the most popular sporting holidays and in many ski resorts, baby boomers are the most common age group; more than two-thirds of skiers from the UK are aged between 43 and 65. However, the size of the boomer generation is shrinking and younger generations – notable millennials – are less engaged in the sport and are going on fewer ski holidays than previous generations.

When Generation X was aged 17-32 they comprised 40% of annual snow sports visits, in comparison, millennials currently make up around 32%, according to the NSAA National Demographic Study. The reason for this is largely because of the expense involved with skiing. Millennials face bigger financial challenges than their boomer parents and few can justify the cost of going on a ski holiday.

Sean Hyett, Travel & Tourism Analyst at GlobalData, comments: “Tourism boards and ski resorts should attempt to get more young people engaged in skiing by offering discounts on the costs involved with the sport. For example, they could start offering a discounted ‘millennial’ pass.”

In the US, over three-quarters (78%) of golfers are male, with an average household income of US$95,000 and average age of 54. This reflects that the sport is popular among older people with high incomes. However, the golf industry has witnessed an overall decline in participation, so expanding the target market is essential to see long-term growth.

Hyett continues: “Younger generations are put off by factors such as the cost, the amount of time it takes to play a round and the negative perceptions of golf. Holiday providers can include activities outside of golf in the package and advertise local nightlife. Additionally, holiday providers could use social media to advertise their holidays which will better reach a younger and more diverse audience. Millennial uptake needs to exceed boomer exit for the skiing and golf industries to grow and survive in the long term. Therefore, adopting methods to get more young people going on these holidays will be essential.”

Information based on GlobalData’s report: Exploring Sports Tourism – Insight into sporting holidays, sport events, and what the future holds for the industry

Previous articleAirbus strengthens position in Asia-Pacific expecting fleet to triple
Next articleTransforming the Hotel Industry and Its Implications for Small and Medium Hotels
Juergen Thomas Steinmetz has continuously worked in the travel and tourism industry since he was a teenager in Germany (1979), beginning as a travel agent up through today as a publisher of eTurboNews (eTN), one of the world’s most influential and most-read travel and tourism publications. He is also Chairman of ICTP. His experiences include working and collaborating with various national tourism offices and non-governmental organizations, as well as private and non-profit organizations, and in planning, implementing, and quality control of a range of travel and tourism-related activities and programs, including tourism policies and legislation. His major strengths include a vast knowledge of travel and tourism from the point of view of a successful private enterprise owner, superb networking skills, strong leadership, excellent communication skills, strong team player, attention to detail, dutiful respect for compliance in all regulated environments, and advisory skills in both political and non-political arenas with respect to tourism programs, policies, and legislation. He has a thorough knowledge of current industry practices and trends and is a computer and Internet junkie.