The Corona pandemic caused an unforeseen, premature closure of the ski areas in spring 2020. For the planning of the 2020/2021 season, there was a lot of uncertainty for the South Tyrolean cablecar companies regarding the number of guests in connection with the necessary, strict safety measures. In September 2020, a study was conducted that looked at the impact of the Corona pandemic on the 2020/2021 ski season from the customer’s perspective. Regular guests of seven participating South Tyrolean ski resorts were invited to take part in an online survey. 363 people from theGerman-speaking markets (209) and Italy (154) participated in the study.

The desire for a skiing vacation is in many cases continuously high, but the results of the study also highlight a substantial uncertainty experiencedby the winter guests in regard to the skiing holiday. While the beginning of the Corona Pandemic during the past ski season was still remembered by some, 65% of the participants expect changes in the skiing experience, connected almost exclusively to the Coronavirus.

For almost half of the respondents (48%) a possible infection with Corona during a skiing vacation is an important aspect. The guests recognize risks that arise from full gondolas or long queues and situations where strangers come very close are considered unacceptable. Guests see the greatest risk points in the ski area in the lifts (86%) and when queuing at the cable cars and lifts (82%), but also visiting the mountain huts, restaurants and bars (67%) is considered to be risky. Après-ski is also rated as perilous(96%). However, in the above-mentioned areas, guests are willing to adapt their own behaviour to the new circumstances and to take protective measures (mainly hygiene, wearing a mask, social distancing). Likewise, the Coronavirus shifts the preferences of lift use considerably. Guests prefer smaller, open lifts and in relation to ticketing, a considerable potential for the expansion of Internet-based sales and services by hotels could be found. In addition, other service providers in the ski area, such as ski schools, must also expect possible losses due to changed customer behaviour.

The failed handling of the Corona Pandemic of some ski resorts in March 2020 has left clear traces in the mind of the respondents and damaged the image of these ski resorts. Correspondingly important is the correct management in the future seasons with regard to the Coronavirus. This is reflected, among other things, in the clear expectations of the respondents (78%) regarding protective measures in the ski resort, wishing for clear rules and regulations.

The summary of the results of the study (only available in German) can be downloaded here.